| 摘要: | 本研究主要探討嘉義地區咖啡連鎖店的消費者行為，使用問卷調查法，以生活型態、商店形象等因素，研究知覺價值影響消費者對咖啡連鎖店的顧客滿意度與顧客忠誠度。本研究針對嘉義地區咖啡連鎖店之消費者採便利抽樣，發放問卷500份，扣除無效問卷，有效問卷為443份，研究結果發現生活型態、知覺價值與商店形象之關係皆呈現顯著的正向影響，知覺價值對商店形象及顧客滿意度存在中介關係，知覺價值對生活型態及顧客滿意度存在中介關係，在人口統計變數方面與各變數也具有顯著差異。 根據研究結果顯示，商店形象與知覺價值因素對於咖啡連鎖店的經營佔有很重要的因素，而不同的生活型態也會影響消費者的知覺價值，最後知覺價值也會影響顧客滿意度，進而影響到顧客忠誠度。
This study focused on the consumer behavior of the coffee chain in the Chiayi area, using the questionnaire, lifestyle and store image, and other factors, to study the perceived value, customer satisfaction and loyalty of the consumers of coffee chain. In this study, the coffee chain in the Chiayi area consumers adopt convenience sampling, 500 questionnaires, net of invalid questionnaires, valid questionnaires was 443, the study found that lifestyle, the relationship between perceived value and store image are showing a significant positive impact intermediary relationship exists to store image and customer satisfaction, perceived value, perceived value to the lifestyle and the satisfaction intermediary, with significant differences in terms of demographic variables with the variables. According to the research results, service the store image and perceived value factor plays a very important factor for the coffee chain's business, and lifestyle will also affect the consumer's perceived value, the final perceived value will also affect customer satisfaction, thereby affecting the customer loyalty. |
