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E99024
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咖啡文化在台灣發展脈絡與市場之研究
Coffee's Culture Development Vein and Market in Taiwan
1.陳文蓉
1.Wen-jung Chen
1.德霖技術學院餐旅管理系
1.Hospitality Management Department, De Lin Institute of Technology
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1.德霖技術學院餐旅管理系
1.Hospitality Management Department, De Lin Institute of Technology
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1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2010-08-01
A.14 計畫執行期間(訖):2011-07-31
2011-04-012011-08-31
A.16 收到日期:2011-12-29
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臺灣地區有咖啡飲用經驗的消費者

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C.2 聯絡日期:2012-01-02
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1.德霖技術學院餐旅管理系
1.Hospitality Management Department, De Lin Institute of Technology
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C.7 資料公開日期:2016-10-31
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1.咖啡文化
2.區域次文化
3.咖啡消費行為
4.生活型態
1.Coffee Culture
2.Region Sub-Culture
3.Coffee Consumer Behavior
4.Life Style
在國人消費能力提升的當下,咖啡飲品的經濟潛力值得期待,然而,台灣發展咖啡文化的經驗不若歐美日等國豐富,仿效他國並不利於自身產業的發展與競爭力,因此,本研究從文化與消費行為觀點,探討咖啡文化在台灣的形成與發展、融入台灣文化後的特色,以及台灣咖啡族的消費行為。本研究採用專家訪談與文獻探討的研究方法,瞭解咖啡文化在台灣發展的脈絡、並與歐美日等國家之咖啡文化進行差異比較分析;採用問卷調查的研究方法,探討咖啡文化對台灣咖啡族消費行為之影響以及區域次文化、消費者特性(包括生活型態、人格特質等)對咖啡文化與消費者行為之間的影響關係。本研究建構之咖啡文化與消費行為與體驗之關係模式,可供後續餐飲觀光休閒領域的學者探討與研究咖啡文化與經營相關議題作參考、提供台灣咖啡業者在遴選、培育與發展等人力資源規劃以及區隔市場策略作參考,以及建議政府幫助業者改善經營績效,培植與發展獨特的台灣咖啡文化,進而提高國家之競爭力與打響台灣的國際知名度。

As the power of consumption promoting immediately, the coffee drinks' economic potential is worth anticipating. However, coffee’s culture development in Taiwan is not rich as same as in European and American, imitation other countries does not favor our own industrial’s development and the competitive power. Therefore, this research from cultural and the consumer behavior viewpoint, discusses the coffee culture’s formation and the development in Taiwan, the characteristic which integrates Taiwan culture, as well as Taiwan coffee race's consumer behavior. This research uses the expert interview and the literature discussion, explores that the coffee culture the vein which develops in Taiwan, and carries on the difference comparative analysis with coffee’s cultures in European and American. This research uses the questionnaire survey, discusses the relationships among coffee culture, region sub-culture, the consumer characteristic (including life style and personality) and the consumer behavior. We hope to provide suggests about exploring and developing coffee’s culture in Taiwan, and segmentation strategy for coffee’s industries. A recommendation of the theoretical implication will be presented.

D.16 完成檢誤日期:2012-02-23
D.17 預定釋出日期:2016-11-01
D.18 初次釋出日期:2016-11-01
D.19_1 最新版釋出日期:2016-11-01
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10.6141/TW-SRDA-E99024-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E99024
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