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系統識別號 U0002-1407201416155200
中文論文名稱 以平衡理論探討區域咖啡廳之促銷策略
英文論文名稱 Using Balance Theory to Investigate Promotion Strategy of Private Coffee Shops
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 102
學期 2
出版年 103
研究生中文姓名 張立誠
研究生英文姓名 Li-Cheng Chang
學號 601610107
學位類別 碩士
語文別 中文
第二語文別 英文
口試日期 2014-05-27
論文頁數 62頁
口試委員 指導教授-張瑋倫
委員-李月華
委員-張巧真
中文關鍵字 平衡理論  品牌形象  口碑行銷 
英文關鍵字 balance theory  brand image  word of mouth 
學科別分類
中文摘要   近年來國內在喝咖啡人口大幅提升後,帶動咖啡廳的發展,包括連鎖咖啡廳與區域咖啡廳。區域咖啡廳雖然無法以品牌知名度與品牌優勢吸引消費者,但仍然有些獨具特色的區域咖啡廳藉由口碑的報導打響知名度,成功建立屬於自己的品牌。本研究以舉辦各式促銷活動的區域咖啡廳為主題,探討區域咖啡廳之口碑推薦與咖啡廳促銷活動如何影響消費者之消費決策,以增加咖啡廳消費者消費意願為目的。
  本研究以平衡理論為主要研究架構,將消費者、咖啡廳、口碑分別代表平衡理論中三角形的三邊,將三者間的單向關係做結合。並採取個案研究法,除了文獻探討與資料收集外,實地走訪位於大直的穆勒咖啡廳進行現場觀察,了解咖啡廳之營運狀況,且訪談店長與咖啡廳消費者,試圖從不同的角度得到結論。在咖啡廳內隨機選取消費者,總共成功訪談11位消費者,最後將訪談的結論歸納並與平衡理論結合,得到研究問題的解答。
  當消費者對口碑、消費者對咖啡廳、口碑對咖啡廳皆為正向態度的情況下,為平衡理論中三角形三邊皆呈現正號的情形,咖啡廳最佳的狀態,得到之結論如下1.口碑能增加區域咖啡廳之曝光度與品牌知名度2.品牌形象為消費者選擇咖啡廳之主因3.適度的促銷活動將能增加區域咖啡廳消費者之消費意願。
  經由上述的研究發現,口碑推薦能讓消費者對咖啡廳產生好奇與興趣,增加消費者的消費動機,且促銷活動的舉辦,為咖啡廳的催化劑,有助於咖啡廳氣氛的提升,並打造自身獨特的品牌形象,讓消費者在消費之餘能多一種選擇,成功吸引消費者前來咖啡廳,達成消費者消費意願增加的目的。
英文摘要 Owing to increasing number of coffee shops in Taiwan, including chain coffee shops and local coffee shops, the market has become mature and competitive. Some unique coffee shops become famous by word of mouth and create their own brand successfully. This research investigates the unique coffee shop with a variety of promotion activities. The purposes of the research are how word of mouth and promotion activities of coffee shop influence consumer decision, and increase purchasing intention.
This research used balance theory, as the basis in terms of consumer, coffee shop, and word of mouth in the triangle. This research also used case study method to analyze based on, literature and interview. In addition, the researcher interviewed coffee shop owner and consumers, by obtaining different viewpoints.We randomly selected consumers in the coffee shop, interviewed 11 consumers totally. Finally, we combined the result and balance theory, doe analysis and attempted to answer the proposed research questions.
When positive links exist among consumer to word of mouth, consumer to coffee shop, and word of mouth to coffee shop, meaning the best result for the coffee shop. The finding can be synthesized as follows: (1) word of mouth can increase local coffee shop brand awareness (2) brand image is the main reason when consumer choose coffee shop, and (3) adequate promotion activities can increase consumer buying intention.
To sum up, using appropriate word of mouth and promotion activities can create local coffee shop brand image, stimulate consumer attention, and increase consumer purchasing intention efficiently.
論文目次 目錄
目錄 I
圖目錄 II
表目錄 III
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 研究問題 6
第二章 文獻探討 8
第一節 推薦式廣告 8
第二節 品牌形象 12
第三章 研究方法 17
第一節 研究架構 17
第二節 研究理論 18
第三節 個案研究法 20
第四節 資料來源 22
第四章 資料分析與結果 26
第一節 訪談問題 26
第二節 訪談店長重點整理 27
第三節 訪談消費者整理 32
第四節 研究結果 37
第五節 研究命題 40
第五章 結論與建議 43
第一節 研究結論 43
第二節 管理意涵 45
第三節 研究限制與未來研究方向 46
參考文獻 48
附錄A 訪談店長內容逐字稿 54
附錄B 穆勒咖啡廳DM與相片 59
圖目錄
圖3-1 研究架構 17
圖3-2 平衡理論 19
圖3-3 本研究資料來源圖 24
圖4-1 本研究之平衡理論 39
表目錄
表1-1 咖啡發展過程 2
表1-2 台灣咖啡豆進口量 3
表2-1 口碑行銷與推薦式廣告文獻整理 11
表2-2 品牌形象文獻整理 15
表3-1 六種證據來源管道優缺點 23
表3-2 本研究資料來源介紹表 25


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