在2008年全球經濟不景氣的大環境下，美國與台灣的星巴克在面對速食業者及便利超商連鎖店等相對低價現煮咖啡與之競爭時，卻還能維繫市場領導者的地位，因此本研究試圖了解除了商品本身外，台灣與美國星巴克消費者對商店環境、知覺價值與購買意願三個變數的感受為何，以及變數間的影響關係是否有異同。透過SPSS12.0中文版操作，驗證迴歸模型、平均數差異分析後發現結果如下：
1. 台灣星巴克消費者同時能知覺到服務品質與愉悅感兩種價值，其中受商店環境中社會因子影響最高，其次為氣氛因子與設計因子，並且皆能影響購買意願。
2. 美國星巴克消費者則僅知覺到愉悅感此一價值，其中雖也受商店環境中三因子同時影響，但受氣氛因子與設計因子影響較高，社會因子次之，進而影響到購買意願。
3. 兩國消費者對社會因子著重程度不同以及美國消費者對服務品質影響購買意願知覺的不顯著，是因為美國咖啡飲用文化，以及咖啡飲用人口較多造成消費者與銷售人員互動時間很短；而台灣消費者則因咖啡消費人口較少，並且將在咖啡廳飲用咖啡視為有品味的活動，是以較在乎社會因子以及服務品質的知覺。

With the global recession in 2008 and the lower pricing competition from fast food business and convenient stores, the Starbucks in Taiwan and the United States are still remaining the leading status in café chain store business. To find out the reason why Starbucks is still number one in business without the factor of product itself, we try to understand the relation in customers’ opinion among store environment, perceived value, and purchase intention in Taiwan and the United States. We have the result by using SPSS 12.0 to test and verify the regression model and the Means comparison as followed:    
(1) The customers of Starbucks in Taiwan can perceive service quality and the feeling of happiness these two values at the same time, and both of these two perceived values have significant influence on the purchase intention. Among the three factors of store environment, the factor of social has higher influence on those two perceived values than the factor of design and the factor of ambient.  
(2) The customers of Starbucks in the United States only perceive the value of the feeling of happiness, and this value has significant influence on the purchase intention. However in the United States, among the three factors of store environment, the factor of social has lower influence on the value of the feeling of happiness than the factor of design and the factor of ambient.
(3) The reason why the factor of social has different influential status on perceived value and why the customer of Starbucks in the United States does not perceive the value of service quality is because the coffee culture and the population of coffee drinking are different in Taiwan and the United States. In the U.S., there are too many people are waiting in line when they during the purchasing in the coffee shop, so they interact with the sales in a very short time. However, in Taiwan, people treat shopping in the coffee shop as an elegant activity which can shows their status. This kind of idea makes people in Taiwan care about the factor of social and the service quality a lot.

目錄I

表目錄III

圖目錄V

目錄

第一章  緒論1
第一節  研究背景1
第二節  研究動機3
第三節  研究目的4
第四節  研究範圍與對象5
第五節  研究流程6
第二章  文獻探討8
第一節  星巴克咖啡8
第二節  商店環境11
第三節  知覺價值21
第四節  購買意願23
第五節  跨文化研究的探討24
第三章  研究設計28
第一節  研究架構與研究假說28
第二節  研究變數內容與操作性定義32
第三節  問卷設計34
第四節  抽樣對象及抽樣結果42
第五節  分析方法44
第四章  資料分析45
第一節  敘述性統計分析45
第二節  平均數差異分析47
第三節  迴歸分析64
第五章  結論79
第一節  研究結果79
第二節  研究發現82
第三節  後續建議及研究限制85
參考文獻  中文部分87
參考文獻  英文部分89
參考文獻  網路資料96
附錄一  研究問卷 台灣部分98
附錄二  研究問卷 美國部分102

表目錄
表2-2-1  顧客導向定義彙整13
表2-2-2  商店印象中設計因子構面18
表3-1-1  H1-1台灣商店環境構面對服務品質之研究假說30
表3-1-2  H1-2美國商店環境構面對服務品質之研究假說30
表3-1-3  H2-1台灣商店環境構面對愉悅感之研究假說31
表3-1-4  H2-2美國商店環境構面對愉悅感之研究假說31
表3-1-5  H3-1台灣知覺價值構面對購買意願之研究假說31
表3-1-6  H3-2美國知覺價值構面對購買意願之研究假說31
表3-3-1  社會因子衡量量表34
表3-3-2  氣氛因子衡量量表38
表3-3-3  設計因子衡量量表39
表3-3-4  知覺價值衡量量表39
表3-3-5  知覺價值衡量量表41
表3-4-1  台灣受訪者在星巴克消費頻率統計43
表3-4-2  美國受訪者在星巴克消費頻率統計43
表4-1-1  受訪者基本資料統計46
表4-2-1  消費者對銷售人員正向觀感平均數比較48
表4-2-2  消費者對銷售人員負向觀感平均數比較51
表4-2-3  商店背景音樂平均數比較55
表4-2-4  商店整潔便利性平均數比較57
表4-2-5  服務品質平均數比較58
表4-2-6  愉悅感平均數比較60
表4-2-7  購買意願平均數比較62
表4-3-1  台灣商店環境構面對服務品質之影響66
表4-3-2  台灣商店環境構面對愉悅感之影響68
表4-3-3  台灣知覺價值構面對購買意願之影響69
表4-3-4  H1-1台灣商店環境構面對服務品質之研究假說結果70
表4-3-5  H2-1台灣商店環境構面對愉悅感之研究假說結果71
表4-3-6  H3-1台灣知覺價值構面對購買意願之研究假說結果71
表4-3-7  美國商店環境構面對服務品質之影響73
表4-3-8  美國商店環境構面對愉悅感之影響75
表4-3-9  美國知覺價值構面對購買意願之影響76
表4-3-10  H1-2美國商店環境構面對服務品質之研究假說結果77
表4-3-11  H2-2美國商店環境構面對愉悅感之研究假說結果78
表4-3-12  H3-2美國知覺價值構面對購買意願之研究假說結果78

圖目錄
圖1-5-1  研究流程圖7
圖2-2-1  Baker 等學者主張的消費者評估商店模型12
圖3-1-1  研究架構28
圖4-3-1  構面路徑圖64
圖4-3-2  台灣商店環境構面對服務品質之影響關係65
圖4-3-3  台灣商店環境構面對愉悅感之影響關係67
圖4-3-4  台灣知覺價值構面對購買意願之影響關係69
圖4-3-5  美國商店環境構面對服務品質之影響關係72
圖4-3-6  美國商店環境構面對愉悅感之影響關係74
圖4-3-7  美國知覺價值構面對購買意願之影響關係76

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張淑青（2004），「服務知覺價值多構面量表之實證研究」，企業管理學報，第63期：95-120。
連育正（2000），「青少年消費型態與消費空間關係之研究-以西門町為例」，中原大學室內設計學系碩士論文。
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