臺灣博碩士論文加值系統

　　咖啡產業在臺灣蓬勃發展，隨著國人飲食習慣改變，走進咖啡店品嚐咖啡的風氣盛行，有意投入咖啡店創業的經營者亦愈來愈多。在連鎖咖啡店林立之競爭環境下，個性咖啡店(Individual Coffee Shop)也以其獨有的風格吸引了特定顧客。在咖啡店經營之關鍵成功因素中，又以「店址選擇」為首要決策，良好的店面位址對於一間店的經營成敗，具有絕對的影響力。
　　過去餐飲業者在選址決策上，通常僅站在經營者的角度做考量，目的為降低營運成本及獲取利潤，容易忽略到顧客的感受。店址區位條件是顧客走進店家之前，對其的第一印象，對於經營者而言，了解哪些店址區位因素與感受為顧客所重視的，並擬定相關選址策略，是值得探討的問題。
　　感性工學(Kansei Engineering)是一種顧客導向的產品開發技術，能將顧客對產品的感受轉化為設計要素。本研究應用此技術來輔助店址選擇決策，並以臺北市個性咖啡店為探討對象，在相關顧客感性與區位特性蒐集完成後，結合專家意見與量化方法定義出候選感性，亦利用特徵疲勞(Feature Fatigue)的概念進一步找出能影響顧客感受並為顧客所重視的有效特性。接著利用偏最小平方法(Partial Least Squares, PLS)分析感性與特性之間的關聯性，以及兩者與來店意願之關聯性，綜合上述分析結果形成最能滿足顧客感受之選址組合。最後整合顧客感性與經營者觀點加以權衡，提出一套創新店址評選模式，給予業者選址策略建議。

　　Coffee industry has already flourished in Taiwan. Following changes in dietary habits, more and more people come into the coffee shops and enjoy drinking cups of coffee. In addition, an increasing number of people have chosen to set up their own coffee shop. Under the highly competitive environment of chain coffee brands, individual coffee shops have unique styles to attract specific customers. Location selection is one of critical factors for a shop to achieve success. An effective location can positively impact on the shop.
　　Based on previous researches, the location evaluation for food and beverage industry was usually from managers’ point of view. Their main goal is raising profitability in order to maximum revenue, while ignore customers’ feelings. However, location considerations are served as the first impression to customers before they walk into a shop, especially for an individual coffee shop. Therefore, managers have to realize what customers really need and know their feelings, then draw up related strategies.
　　Kansei Engineering is a customer-oriented technology for product development, which can transform customers’ real feelings into design elements. This research applied Kansei Engineering for new location selection, and treated individual coffee shops in Taipei City as the targets. After collecting customers’ Kansei perceptions and properties related to location considerations, this research integrated expert opinions and quantitative methods to identify candidate Kansei, and adopted the concept of feature fatigue to eliminate properties as well.
　　This research applied partial least squares (PLS) to analyze the relationship between Kansei, properties and willingness to visit. The results above could show how customers’ feelings relate to the location considerations and lead to customers’ behavioral intentions. Finally, this research integrated both customers’ and managers’ views to establish a location selection model for industry references.

謝詞 I
中文摘要 II
英文摘要 III
目錄 IV
圖次 VI
表次 VII
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 5
第四節　研究流程 6
第二章　文獻回顧 9
第一節　個性咖啡店 9
第二節　店址選擇因素 13
第三節　感性工學 16
第四節　特徵疲勞 26
第五節　偏最小平方法 30
第六節　小結 31
第三章　研究方法 33
第一節　研究架構 33
第二節　確定研究領域 34
第三節　感性評量實驗 35
第四節　資料分析方法 41
第五節　小結 42
第四章　結果分析 43
第一節　建立感性空間 43
第二節　建立特性空間 51
第三節　感性評量問卷設計與調查 61
第四節　感性評量結果敘述性統計分析 63
第五節　感性詞彙效度測試 66
第六節　建立關聯模型 68
第五章　結果討論與應用 87
第一節　感性評量結果應用 87
第二節　店址評選模式 97
第六章　結論與建議 99
第一節　結論 99
第二節　研究限制與未來建議 101
參考文獻 103
附錄一　候選感性問卷 111
附錄二　有效特性問卷 114
附錄三　感性評量問卷 121
著作權聲明 131

一、中文參考文獻
中華民國連鎖店協會（2004）。中華民國連鎖店發展年鑑。台北：中華民國連鎖店協會。
行政院主計總處（2016）。第10次修訂中華民國行業標準分類。台北：行政院主計總處。
李文龍（2003）。如何開一家輕鬆又賺錢的咖啡店。台北：資本家。
李淑任（2005）。咖啡館之休閒體驗與顧客參與之探討-以台中縣市咖啡館為例(未出版碩士論文)。大葉大學，彰化縣。
李超群（1998）。蛻變中的咖啡專賣店。商業現代化，30，30-33。
周三寶（2011）。台北都會區中餐廳選址之因素探討(未出版碩士論文)。臺北科技大學工業工程與管理系 EMBA 班。
周秀蓉、連文田（2014）。生活型態對商店印象、知覺價值與顧客忠誠度之影響--以個性咖啡店為例。當代商管研究，6(1)，23-42。
周碩雄（1997）。中式冷凍調理菜餚於咖啡館之應用探討。東海大學食品科學研究所碩士論文。
林育正、楊海鈺（2003）。開家賺錢的咖啡店。台北：邦聯文化。
邱皓政（2011）。當 PLS遇上SEM：議題與對話。αβγ量化研究學刊，3 (1)，20-53。
高啟維（2010）。個性咖啡店運用關係品質對忠誠度影響之研究(未出版碩士論文)。逢甲大學土地管理學系碩士班。
梅明德、許御衡、邱玉文、蔡靜慧（2009）。運用地理資訊系統輔助連鎖式商店開設位址評選。地理資訊系統季刊，3(2)，21-31。
陳蒼賢（2005）。連鎖餐飲業店址選擇評估模式之研究-以貴族世家牛排體系為例(未出版碩士論文)。逢甲大學經營管理學院碩士在職專班。
馮品越（2014）。結合感性工學與 Kano 模式設計微型搬家服務(未出版碩士論文)。交通大學運輸與物流管理學系。
黃鵬達（2011）。選址作業模式之研究─以連鎖早餐店為例(未出版碩士論文)。國立臺北大學企業管理學系碩士班，台北市。
楊至中、祝國忠、林文晟（2010）。競爭型連鎖商店之最佳化選址模式。清雲學報，30(3)，93-112。
葉斯吾（2013）。開店創業手冊。台北市：憲業企管。
廖唯茜（2015）。結合感性工學與文字探勘於跨境電商物流服務設計(未出版碩士論文)。交通大學運輸與物流管理學系。
蔡致銘（2011）。連鎖複合型咖啡店顧客滿意之研究(未出版碩士論文)。國立高雄餐旅大學餐旅管理研究所，高雄市。
鄭玉惠、徐賢彬、徐志貞（2007）。區位選擇對獲利能力之影響-以高雄地區連鎖咖啡店為例。運籌管理評論，2(1)，51-67。
蕭文龍（2016）。統計分析入門與應用。碁峰資訊。
謝明彧（2006）。開店祕技／哪裡才是最佳店址？經理人月刊，23，152。
羅力仁（2002）。連鎖便利商店店址選擇評估模式之研究-運用模糊AHP法(未出版碩士論文)。國立中正大學企業管理研究所，嘉義市。

二、英文參考文獻
Arnold, K., & Burkhardt, D. (2001). Kansei Engineering: from the customer's point of view.
Berman, B., & Evans, J. R (2004). Retail management: A strategic approach, 9th ed (pp. 249-308). Hofstra University Prentice Hall.
Carreira, R., Patrício, L., Jorge, R. N., & Magee, C. L. (2013). Development of an extended Kansei engineering method to incorporate experience requirements in product–service system design. Journal of Engineering Design, 24(10), 738-764.
Chen, M. C., Chang, K. C., Hsu, C. L., & Xiao, J. H. (2015). Applying a Kansei engineering-based logistics service design approach to developing international express services. International Journal of Physical Distribution & Logistics Management, 45(6), 618-646.
Chen, M. C., Hsu, C. L., Chang, K. C., & Chou, M. C. (2015). Applying Kansei engineering to design logistics services–A case of home delivery service. International Journal of Industrial Ergonomics, 48, 46-59.
Chou, C., Sutanto, C., & Chen C. K. (2015). Integrating Kansei Engineering Method and Kano Model for Service of Nursing Home in Taoyuan, Taiwan. New Ergonomics Perspective: Selected papers of the 10th Pan-Pacific Conference on Ergonomics, Tokyo, Japan, 25-28 August 2014. CRC Press, 3-8.
Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382-388.
Gill, T. (2008). Convergent products: what functionalities add more value to the base?. Journal of Marketing, 72(2), 46-62.
Hamilton, R. W., & Thompson, D. V. (2007). Is there a substitute for direct experience? Comparing consumers' preferences after direct and indirect product experiences. Journal of Consumer Research, 34(4), 546-555.
Hartono, M., & Chuan, T. K. (2011). How the Kano model contributes to Kansei engineering in services. Ergonomics, 54(11), 987-1004.
Huang, M. S., Tsai, H. C., & Huang, T. H. (2011). Applying Kansei engineering to industrial machinery trade show booth design. International Journal of Industrial Ergonomics, 41(1), 72-78.
Jeng, D. J. F., & Tzeng, G. H. (2012). Social influence on the use of clinical decision support systems: revisiting the unified theory of acceptance and use of technology by the fuzzy DEMATEL technique. Computers & Industrial Engineering, 62(3), 819-828.
Jiao, J. R., Zhang, Y., & Helander, M. (2006). A Kansei mining system for affective design. Expert Systems with Applications, 30(4), 658-673.
Jin, B. S., Ji, Y. G., Choi, K., & Cho, G. (2009). Development of a usability evaluation framework with quality function deployment: from customer sensibility to product design. Human Factors and Ergonomics in Manufacturing & Service Industries, 19(2), 177-194.
Jindo, T., & Hirasago, K. (1997). Application studies to car interior of Kansei engineering. International journal of industrial ergonomics, 19(2), 105-114.
Jones, K. G., & Simmons, J. W. (1990). The retail environment. Taylor & Francis.
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
Ken, J. & Jim, S. (1990). The Retail Environment. New York: Chapman and Hall Inc Press, 319-343.
Klara, R. (2001). Secluded spots. Restaurant Business, 100(3), 27.
Komazawa, T., & Hayashi, C. (1976). A statistical method for quantification of categorical data and its application to medical science. Decision Making and Medical Care. Can Information Science Help.
Kotler (1998), Marketing Management: analysis, planning, implementation, and control, 9th ed. Prentice-Hall, Inc.
Levy, M., & Weitz, B. A. (2009). Retailing Management, New York: The McGraw-Hills/Irwin Companies.
Li, M., Wang, L., & Wu, M. (2013). A multi-objective genetic algorithm approach for solving feature addition problem in feature fatigue analysis. Journal of Intelligent Manufacturing, 24(6), 1197-1211.
Lin, X., & Zu, Y. (2013). Multi-criteria GIS-based procedure for coffee shop location decision.
Llinares, C., & Page, A. F. (2011). Kano’s model in Kansei Engineering to evaluate subjective real estate consumer preferences. International Journal of Industrial Ergonomics, 41(3), 233-246.
Mack, Z., & Sharples, S. (2009). The importance of usability in product choice: A mobile phone case study. Ergonomics, 52(12), 1514-1528.
Marianov, V., Serra, D., & ReVelle, C. (1999). Location of hubs in a competitive environment. European Journal of Operational Research, 114(2), 363-371.
Mick, D. G., & Fournier, S. (1998). Paradoxes of technology: Consumer cognizance, emotions, and coping strategies. Journal of Consumer research, 25(2), 123-143.
Mohamad, M. Y., Al Katheeri, F., & Salam, A. (2015). A GIS Application for Location Selection and Customers' Preferences for Shopping Malls in Al Ain City; UAE. American Journal of Geographic Information System, 4(2), 76-86.
Nagamachi, M. (1995). Kansei engineering: a new ergonomic consumer-oriented technology for product development. International Journal of industrial ergonomics, 15(1), 3-11.
Nagamachi, M. (1997). Kansei Engineering: The framework and methods. Kansei engineering, 1, 1-9.
Nagamachi, M. (2002). Kansei engineering as a powerful consumer-oriented technology for product development. Applied ergonomics, 33(3), 289-294.
Nagamachi, M., Tachikawa, M., Imanishi, N., Ishizawa, T., & Yano, S. (2008, December). A successful statistical procedure on kansei engineering products. In 11th QMOD Conference. Quality Management and Organizational Development Attaining Sustainability From Organizational Excellence to SustainAble Excellence; 20-22 August; 2008 in Helsingborg; Sweden (No. 033). Linköping University Electronic Press.
Nagamashi, M. (1989). Kansei engineering. Tokyo: Kaibundo.
Nishino, T., Nagamachi, M., & Ishihara, K. (1999). Internet Kansei Engineering System with Basic Kansei Database and Genetic Algorithm. Paper presented at the the international conference on TQM and Human Factors.
Nunnally, J., & Bernstein, I. (1994). Psychological Theory. New York: McGraw-Hill.
Patterson, P. G., Scott, J., & Uncles, M. D. (2010). How the local competition defeated a global brand: The case of Starbucks. Australasian Marketing Journal (AMJ), 18(1), 41-47.
Pham, H. V., Cooper, E. W., Cao, T., & Kamei, K. (2014). Hybrid Kansei-SOM model using risk management and company assessment for stock trading. Information Sciences, 256, 8-24.
Prayag, G., Landré, M., & Ryan, C. (2012). Restaurant location in Hamilton, New Zealand: clustering patterns from 1996 to 2008. International Journal of Contemporary Hospitality Management, 24(3), 430-450.
Rahman, M., & Manzur Rahman, M. (2009). To defeat feature fatigue the right way, understand it first. Strategic Direction, 25(6), 26-28.
Ramanathan, U., & Ramanathan, R. (2011). Guests' perceptions on factors influencing customer loyalty: An analysis for UK hotels. International Journal of Contemporary Hospitality Management, 23(1), 7-25.
Rust, R. T., Thompson, D. V., & Hamilton, R. W. (2006). Defeating feature fatigue. Harvard business review, 84(2), 37-47.
Schütte, S. (2002). Designing feelings into products: Integrating kansei engineering methodology in product development.
Schütte, S. (2005). Engineering emotional values in product design: kansei engineering in development.
Schütte, S. T. W., Eklund, J., Axelsson, J. R. C. and Nagamachi, M., (2004). Con-cepts, methods and tools in Kansei engineering, Theoretical Issues in Ergonomics Science, 5(3), 214-231.
Schutte, S., Eklund, J., Ishihara, S. , & Nagamachi, M. (2008). Affective meaning: the kansei engineering approach, In: Product Experience, Elsevier Ltd.
Steingold A.F.S. (2003). Legal Guide for Starting and Running a Small Business. U.S.A: nolo, 2008.
Stevenson, W. J. (1999). Production Operations Management, Sixth Edition (Ch.3). McGraw-Hill Inc.
Tarantino, P. (2008). A statistical thinking approach to kansei engineering for product innovation (Doctoral dissertation, Universita'degli studi di Napoli" Federico II").
Thompson, D. V., Hamilton, R. W., & Rust, R. T. (2005). Feature fatigue: When product capabilities become too much of a good thing. Journal of marketing research, 42(4), 431-442.
Tsuchiya, T., Maeda, T., Matsubara, Y., & Nagamachi, M. (1996). A fuzzy rule induction method using genetic algorithm. International Journal of Industrial Ergonomics, 18(2), 135-145.
Tu, Y. T., Wang, C. M., & Chang, H. C. (2012). Corporate brand image and customer satisfaction on loyalty: An empirical study of Starbucks coffee in Taiwan. Journal of Social and Development Sciences, 3(1), 24-32.
Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: a review of the experimental evidence. Journal of business research, 49(2), 193-211.
Tzeng, G.H., Teng, M.H., Chen, J.J. & Opricovic, S. (2002). Multicriteria Selection for a Restaurant Location In Taipei. Hospitality Management , 21(2), 171-187.
Urbach, N., & Ahlemann, F. (2010). Structural equation modeling in information systems research using partial least squares. JITTA: Journal of Information Technology Theory and Application, 11(2), 5.
Weinreich, U. (1958). Travels through semantic space. Word, 14(2-3), 346-366.
Wold, H. (1975). Path models with latent variables: The NIPALS Approach. In H. M. Blalock, A. Aganbegian, F. M. Borodkin, R. Boudon, V. Capecchi (Ed.s), Quantitative Sociology (pp. 307-359), New York: Academic Press.
Wu, M., Wang, L., Li, M., & Long, H. (2014). An approach of product usability evaluation based on Web mining in feature fatigue analysis. Computers & Industrial Engineering, 75, 230-238.
Wu, M., Wang, L., Li, M., & Long, H. (2015). An approach based on the SIR epidemic model and a genetic algorithm for optimizing product feature combinations in feature fatigue analysis. Journal of Intelligent Manufacturing, 26(1), 199-209.
Yang, C. C. (2011). Constructing a hybrid Kansei engineering system based on multiple affective responses: Application to product form design. Computers & Industrial Engineering, 60(4), 760-768.
Yang, S. M., Nagamachi, M., & Lee, S. Y. (1999). Rule-based inference model for the Kansei Engineering System. International Journal of Industrial Ergonomics, 24(5), 459-471.

三、網路參考資料
591房屋交易網-店面出租專區。2015年10月26日。取自http://store.591.com.tw/
台北租屋網。2015年11月10日。取自www.j2h.net/house/area.php/
批踢踢實業坊Food板、Starbucks板與Coffee板。2015年10月29日。取自http://www.ptt.cc/index.bbs.html
財政部統計處統計資料庫（2015）。2016年4月1日。取自http://web02.mof.gov.tw/njswww/WebProxy.aspx?sys=100&funid=defjspf2
財政部關務署統計資料庫（2015）。2016年4月1日。取自http://portal.sw.nat.gov.tw/APGA/GA01
廖錦農（2009）。商圈銷售促進作業指導機能臺灣家庭寬頻應用現況與需求。2015年11月1日。取自http://cc.cust.edu.tw/~lliao/Tradearea.doc
蘋果日報（2008）。找店面10絕竅。2015年10月25日。取自http://www.appledaily.com.tw/appledaily/article/finance/20080420/30470311/
Pirouz, D. M. (2006). An overview of partial least squares. May 20, 2016. Retrieved from http://www.merage.uci.edu/~dpirouz04/research/pls/PLS.pdf
SmartPLS。2016年5月10日。取自http://www.smartpls.de/