自1998年星巴克進入台灣市場掀起國人飲用咖啡風潮以來，在業界一直位居龍頭地位。直到2006年出現以平價優質為口號的新競爭者加入，對市場結構產生了劇烈的影響，使得星巴克咖啡分店數在2006年首度退居第二位。
為了與平價咖啡有更顯著的市場區隔，本研究嘗試找出影響顧客對商品認知價值的成因為何。並按照文獻設計迴歸模型，探討商店環境透過認知價值是否會間接影響購買意願並確認認知價值之中介效果是否存在。而其中，商店環境因素包含三項因子，分別為社會因子、氣氛因子及設計因子。同時，使用差異性分析觀察人口統計變數特性對各變數是否有顯著差異。
    根據本研究結果顯示，認知價值確為購買意願之參考依據，而商店環境中社會因子、氣氛因子及設計因子對認知價值亦能產生顯著影響，表示商店環境確實能透過認知價值而影響購買意願，驗證了認知價值之中介效果。且人口統計變項之性別、年級、可支配所得、工讀狀況及系所分別在社會因子、氣氛因子、設計因子、認知價值及購買意願各變數上皆有所差異。

Since Starbucks entered the market of Taiwan and raised compatriots drank coffee fashion in 1998, been occupying the leading position all the time in the industry. Until 2006, the new competitor joined and taking “high-quality and low price” as slogan, have a violent impact on market structure. It makes the arrangement of amount of Starbucks coffee branch retreat to the second place for the first time in 2006.
    In order to make more apparent market district to low price coffee versus Starbucks, this research try to find out what component will construct the perceive value of good and design regression models according to literature for discuss whether store environment through perceive value influence the buying intention and confirm whether the intermediary effect of perceive value exists. And among them, the shop environment factor includes three factors, for social factor, atmosphere factor and factor of design. Meanwhile, analyse whether to have difference of every factor on the characteristic of the demographic parameter or not.
    According to the result of this research, perceive value is indeed the major reference of the buying intention, social factor, atmosphere factor and factor of design in store environment also make an apparent influence on perceive value, show the store environment can really influence the buying intention through perceive value, have verified the intermediary effect of perceive value. Sex, grade, distributable income and probational state of demography items have apparent difference in every variable with social factor, atmosphere factor, factor of design, perceive value and buying intention.

誌謝                …………………………………………………………    i
中文摘要            …………………………………………………………    ii
英文摘要            …………………………………………………………   iii
目錄                …………………………………………………………    v
表目錄              …………………………………………………………   vii
圖目錄              …………………………………………………………    x
第一章  緒論        
第一節  研究背景  …………………………………………………………    1
第二節	研究動機  …………………………………………………………    6
第三節	研究目的  …………………………………………………………    7
第四節  研究範圍與對象……………………………………………………    8
第五節  研究流程  …………………………………………………………    9
第二章  文獻探討   
第一節  星巴克咖啡與產業現況介紹………………………………………   10
第二節  社會因子  …………………………………………………………   16
第三節  氣氛因子  …………………………………………………………   19
第四節  設計因子  …………………………………………………………   24
第五節  知覺價值  …………………………………………………………   29
第六節  購買意願  …………………………………………………………   34
第三章  研究方法    
第一節  研究架構與研究假設………………………………………………   36
第二節  研究變數內容與操作性定義………………………………………   38
第三節  問卷設計  …………………………………………………………   39
第四節  抽樣設計及抽樣結果………………………………………………   53
第五節  分析方法  …………………………………………………………   58
第四章 資料分析     
第一節  敘述性統計分析……………………………………………………   60
第二節  構面因素之粹取及命名……………………………………………   72
第三節  路徑分析  …………………………………………………………   86
第四節  差異性分析…………………………………………………………   96
第五章 結論         
第一節  研究結果  …………………………………………………………  106
第二節  研究發現  …………………………………………………………  109
第三節  後續建議及研究限制………………………………………………  111
參考文獻 中文       …………………………………………………………  113
參考文獻 外文       …………………………………………………………  114
附錄一  咖啡連鎖店消費者對於商店環境、知覺價值與購買意願-以星巴克為例之研究問卷  …………………………………………………………  121

表目錄
表1-1-1  2006年台灣連鎖店數普查…………………………………………     2
表1-1-2  知名咖啡店近年來店數統計………………………………………     3
表2-2-1  顧客導向定義之彙總………………………………………………    17
表2-3-1  商店氣氛定義之彙總………………………………………………    20
表2-3-2  商店氣氛影響情緒之因素…………………………………………    22
表2-4-1  商店印象中設計因子構面…………………………………………    26
表2-5-1   知覺價值構面整理………………………………………………     32
表3-1-1   H1之各變數對服務品質之研究假設……………………………    37
表3-1-2   H2之各變數對愉悅感之研究假設………………………………    37
表3-1-3   H3之中介變數對購買意願之研究假設…………………………    37
表3-3-1  問卷架構…………………………………………………………      39
表3-3-2   信度參考值………………………………………………………     40
表3-3-3   各構面因素及因素信度整理……………………………………     41
表3-3-4   社會因子衡量量表………………………………………………     42
表3-3-4   社會因子衡量量表（續）………………………………………     43
表3-3-4   社會因子衡量量表（續）………………………………………     44
表3-3-4   社會因子衡量量表（續）………………………………………     45
表3-3-5   氣氛因子衡量量表………………………………………………     46
表3-3-5   氣氛因子衡量量表（續）………………………………………     47
表3-3-6   設計因子衡量量表………………………………………………     48
表3-3-7   知覺價值衡量量表………………………………………………     49
表3-3-8   購買意願衡量量表………………………………………………     50
表3-3-9   基本資料題目……………………………………………………51
表3-4-1   各學層之樣本配置情形…………………………………………     55
表3-4-2   問卷回收情況……………………………………………………     56
表3-4-3   受訪者在星巴克消費頻率統計…………………………………     57
表4-1-1   受訪者基本資料統計……………………………………………     60
表4-1-2   消費者對銷售人員正向觀感敘述性統計表……………………     62
表4-1-2	  消費者對銷售人員正向觀感敘述性統計表（續）……………     63
表4-1-3	  消費者對銷售人員負向觀感敘述性統計表……………………     64
表4-1-3	  消費者對銷售人員負向觀感敘述性統計表（續）……………     65
表4-1-4	  商店背景音樂敘述性統計表……………………………………     66
表4-1-5	  氣味噁心感敘述性統計表………………………………………     67
表4-1-6	  平靜感敘述性統計表……………………………………………     67
表4-1-7	  擁擠感敘述性統計表……………………………………………     68
表4-1-8	  設備滿意度敘述性統計表………………………………………     68
表4-1-9	  商店便利性敘述性統計表………………………………………     69
表4-1-10  服務品質敘述性統計表…………………………………………     69
表4-1-11  愉悅感敘述性統計表……………………………………………     70
表4-1-12  購買意願敘述性統計表…………………………………………     71
表4-2-1   KMO統計量之判斷準則………………………………………..     72
表4-2-2   萃取構面特徵質及解釋變異量…………………………………     73
表4-2-3   轉軸後因素分析表………………………………………………     74
表4-2-3   轉軸後因素分析表(續) ………………………………………….     75
表4-2-3   轉軸後因素分析表(續) ………………………………………….     76
表4-2-4   因素分析後的新構面及包含之因素……………………………     77
表4-2-5   消費者對銷售人員正面觀感因素負荷量表……………………     78
表4-2-6   消費者對銷售人員負面觀感因素負荷量表……………………     79
表4-2-7   商店背景音樂因素負荷量表……………………………………     80
表4-2-8   氣味噁心感因素負荷量表………………………………………     81
表4-2-9   平靜感因素負荷量表……………………………………………     81
表4-2-10  座位擁擠感因素負荷量表……………………………………       82
表4-2-11  商店便利性因素負荷量表……………………………………       82
表4-2-12  服務品質因素負荷量表………………………………………       83
表4-2-13  愉悅感因素負荷量表…………………………………………       83
表4-2-14  購買意願因素負荷量表………………………………………       84
表4-2-15  H1修正後各構面對服務品質之研究假設……………………      85
表4-2-16  H2修正後各構面對愉悅感之研究假設………………………      85
表4-2-17  H3修正後中介變數對購買意願之研究假設…………………      85
表4-3-1  各變數對服務品質的影響………………………………………      88
表4-3-2  各變數對愉悅感之影響…………………………………………      91
表4-3-3  知覺價值對購買意願影響………………………………………      92
表4-3-4  知覺價值對購買意願影響………………………………………      93
表4-3-5  H1修正後各構面對服務品質之研究假設結果…………………     94
表4-3-6  H2修正後各構面對愉悅感之研究假設結果……………………     95
表4-3-7  H3修正後中介變數對購買意願之研究假設結果………………     95
表4-4-1  性別在各變異數之差異性分析…………………………………      96
表4-4-2  性別在各變異數之差異來源分析………………………………      97
表4-4-3  年級在各變數之差異性分析……………………………………      98
表4-4-4  年級在各變數之差異性來源分析………………………………      99
表4-4-5  工讀狀況在各變數之差異性分析………………………………     100
表4-4-6  工讀狀況在各變數之差異來源分析……………………………     101
表4-4-7  可支配所得所得在各變數之差異性分析………………………     102
表4-4-8  可支配所得所得在各變數之差異來源分析……………………     103
表4-4-9  系所在各變數之差異性分析……………………………………     104
表4-4-10  系所在各變數之差異來源分析………………………………      105

圖目錄
圖1-1-1  2005年連鎖咖啡店店數市場佔比圖………………………………     4
圖1-1-2  2007年連鎖咖啡店店數市場佔比圖………………………………     4
圖1-5-1  研究流程圖…………………………………………………………     9
圖2-4-1  Baker 等學者主張的消費者評估商店模型……………………….    25
圖2-6-1  價格知覺概念性架構圖……………………………………………    35
圖3-1-1  研究架構……………………………………………………………    36
圖4-3-1  路徑分析圖…………………………………………………………    86
圖4-3-2  各變數對服務品質的影響…………………………………………    87
圖4-3-3  各變數對愉悅感之影響……………………………………………    90
圖4-3-4  知覺價值對購買意願影響…………………………………………    92
圖4-3-5  知覺價值對購買意願影響…………………………………………    93

中文部分
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孫良賢 （民91）。《多元商店氣氛對消費購買意圖之影響》，台北：輔仁大學管理學研究所碩士論文。
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陳翰平 （民89）。《商店氣氛對情緒與趨避行為影響之研究》，高雄：高行第一科技大學行銷與流通管理系碩士論文。
張淑青 （民93）。《服務知覺價值多構面量表之實證研究》，企業管理學報2004年12月第63期 頁 95-120
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張紘炬 （民 76）。《統計學方法與應用》，台北市：華泰文化出版社
廖俊芳 （民89）。《銀行第一線員工對公司內部行銷作為知覺與顧客導向關係之研究－外商銀行實例》，高雄：國立中山大學企業管理學系研究所碩士論文。
韓懷宗譯 （1998）。《Starbucks咖啡王國傳奇》，台北市：聯經出版社。(原書：Schultz, H. and Yang, D. J.Pour your heart into it :how Starbucks built a company one cup at a time, Hyperion, 1997.)
羅心華 （民94）。《以整合行銷傳播觀點看購物心情、情緒、商店氣氛與衝動性購買行為之關係－以北市四家百貨公司為例》，新竹關西:國立交通大學傳播研究所碩士論文。

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