臺灣博碩士論文加值系統

「咖啡」對於消費者而言代表的是一種「符號」象徵，因此這類型的商店氛圍對於消費者來說具有一定的特殊性。因此，「商店氛圍之營造」對於咖啡店之發展有著重要的影響關係。本研究旨在針對咖啡店商店氛圍的影響因素進行深入之探討，並透過混和式系統性的分析方法以了解其中之關鍵，以為日後咖啡店經營者參考之依據。為達本研究之目的，首先彙整與歸納過去之文獻且透過專家訪談以建立初始之指標架構，其次運用模糊德爾菲法以修正初始指標並建立影響咖啡店商店氛圍之指標架構，第三階段運用層級分析法以求得影響指標之重要排序，最後，本研究根據專家訪談與問卷，再透過模糊德爾菲法與層級分析法，所得結果為咖啡店要營造商店氛圍前三項重要因素的排序分別為動線規劃之流暢性、環境衛生狀況、功能分區的合理性。如此經營者即可根據自身所擁有的資源而快速的掌握影響商店氛圍之關鍵。

“Coffee” represents a symbol so its store atmosphere has certain particularity for consumers to some degree. Therefore, “curating store atmosphere” has important impact on the development of cafes.Through mixed and systematic analysis methods, this study will conclude the key of successful cafe operation and provide reference for cafe operators.

In order to achieve the goal of this study, the previous literature will be summarized and an initial indicator structure will be established through expert interviews firstly. Secondly, Fuzzy Delphi Method will be used to amend the initial indicator structure and establish a new indicator structure about impact of store atmosphere on cafes. Third phase, Analytic Hierarchy Process will be used
to obtain the priority of each indicator.

Finally, the results of this paper suggest that the three factors are more important, customer route planning, environmental sanitation and spatial relational division by using hybrid method of combing Fuzzy Delphi method and Analytic Hierarchy Process method. After this study, cafe operators can learn the factors in affecting store atmosphere based on their own resources.

目錄
摘要 I
目錄 IV
表目錄 V
圖目錄 VI
第一章緒論 1
第二章咖啡店氛圍指標之文獻探討 3
第三章研究流程與方法 12
第一節 研究流程 12
第二節 模糊德爾菲法 14
第三節 層級分析法 17
第四節 專家名單與問卷設計 19
第四章實證分析 22
第一節 初始指標架構之建立 22
第二節 標架構之建構 27
第三節 因素重要度的排序 32
第四節 研究發現與討論35
第五節 實證問卷36
第五章結論與建議 39
參考文獻 41
中文部分 41
英文部分 41


表目錄
表 1、影響零售店商店氛圍之因素 6
表 2、咖啡店商店氛圍影響指標之原始指標架構 10
表 3、語意變數的五種層次之三角模糊數 16
表 4、第一階段專家訪談名單 19
表 5、準則重要度與語意尺度表之問項 20
表 6、第二、三階段專家訪談名單 21
表 7、構面名稱修正前後 23
表 8、準則名稱修正-感官之設計因素構面 24
表 9、準則名稱修正-美感之設計因素構面 25
表 10、準則名稱修正-功能性之設計因素構面 26
表 11、準則名稱修正-服務與科技使用程度構面 27
表 12、模糊德爾菲法構面之結果 27
表 13、模糊德爾菲法之結果-感官之設計因素 28
表 14、模糊德爾菲法之結果-美感之設計因素 29
表 15、模糊德爾菲法之結果-功能性之設計因素 29
表 16、模糊德爾菲法之結果-服務與科技使用程度 30
表 17、修正後之指標架構 31
表 18、構面之因素重要度排序 32
表 19、準則之因素重要度排序-感官之設計因素構面 33
表 20、準則之因素重要度排序-美感之設計因素構面 34
表 21、準則之因素重要度排序-功能性之設計因素構面 34
表 22、準則之因素重要度排序-服務與科技使用程度構面 35
表 23、準則整體因素之重要度排序 36
表 24、星巴克與85度C滿意度 38


圖目錄
圖 1、商店氛圍與消費者之影響系統圖 8
圖 2、研究流程 14
圖 3、三角模糊數之歸屬函數 15

中文部分
1.白凢芸與黃稜茹 (2013)。影響個性咖啡館消費者來店決策之研究，運動休閒餐旅研究，8(2)，160-177。
2.陳璽敬與林志隆 (2015)。咖啡店照明方式對消費者心理感受之影響，人因工程學刊，17(2)，73-80。
3.董益吾、洪薇婷與陳美燕 (2015)。非連鎖咖啡館顧客商店印象與購買行為之研究，休憩管理研究，2(1)，35-52。
4.鄧振源 （2012）。多準則決策分析：方法與應用。台北：鼎茂圖書出版股份有限公司。
5.錢銘貴、林蓓君與張德銘 (2010)。露天咖啡屋經營關鍵成功因素之研究-以屏南地區為例，運動休閒餐旅研究，5(3)，58-76。


英文部分
1.Baker, J., 1986. The Role of the Environment in Marketing Services: The Consumer Perspective. American Marketing Association. Chicago, IL.
2.Baker, J., Levy, M., and Grewal, D., 1992. An Experimental Approach to Making Retail Store Environmental Decisions. Journal of Retailing, 68, 445–460.
3.Baudrillard, J., 1983. Simulations. Translated by Paul Foss, Paul Patton and Philip Beitchman, New York.
4.Berman, Berry and Evans, Joel R., 1995. Retail Management, 6th ed. Prentice Hall, New Jersey.
5.Bitner, M.J., 1992. Services capes: the impact of physical surroundings on customers and employees. Journal of Marketing, 56, 57-71.
6.Bitner, Mary J., 1990. Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses. Journal of Marketing, 54, 69–82.
7.Cox, K., 1964. The Responsiveness of Food Sales to Shelf Space Changes in Supermarkets. Journal of Marketing Research, 1, 63-67.
8.Cox, K., 1970.The Effect of Shelf Space upon Sales of Branded Products Journal of Marketing Research, 7, 55-58.
9.Curhan, Ronald C., 1972. The Relationship between Shelf Space and Unit Sales in Supermarkets. Journal of Marketing Research, 9, 406-412.
10.Donovan, R., and Rossiter, J., 1982. Store Atmosphere: An Environmental Psychology Approach, Journal of Retailing, 58, 34-57.
11.Donovan, Robert J., and Rossiter, John R., Marcoolyn, Gilian, and Nesdale, Andrew, 1994. Store Atmosphere and Purchasing Behavior. Journal of Retailing, 70, 283–294.
12.Frank, Ronald E., and Massey, William F., 1970. Shelf Position and Space Effects on Sales. Journal of Marketing Research, 7, 59-66.
13.Heung Vincent C.S. and Gu T., 2012. Influence of restaurant atmospherics on patron satisfaction and behavioral intentions. 14.International Journal of Hospitality Management, 31(4), 1167-1177.
15.Jang, Shawn S.C., Namkung, Y., 2009. Perceived quality, emotions, and behavioral intentions: application of an extended Mehrabian-Russell model to restaurants. Journal of Business Research, 62 (4), 451-460.
16.Jani, Dev and Han, Heesup, 2015. Influence of environmental stimuli on hotel customer emotional loyalty response: Testing the moderating effect of the big five personality factors. International Journal of Hospitality Management, 44, 48-57.
17.Jeon, S., Park, C. and Yi, Y., 2016. Co-creation of background music: A key to innovating coffee shop management, International Journal of Hospitality Management, 58, 56-65.
18.Kotler, P., 1973. Atmospherics as a Marketing Tool. Journal of Retailing, 49, 48-64.
19.Kotzan, Jeffery A., and Evanson, Robert V., 1969. Responsiveness of Drug Store Sales to Shelf Space Allocations. Journal of Marketing Research, 6, 465-469.
20.Liu, Y., and Jang, S.S., 2009. The effects of dining atmospherics: an extended Mehrabian-Russell model. International Journal of Hospitality Management, 28(4), 494-503.
21.Mehrabian, A. and Russell, J.A., 1974. An Approach to Environmental Psychology. MIT Press, Cambridge.
22.Osgood, C. E., Suci, G. J., and Tannenbaum, P. H., 1957. The measurement of meaning. University of Illinois Press. Urbana, IL.
23.Peng, N., Chen, A. and Hung K.P., 2017. The effects of teppanyaki restaurant stimuli on diners’ emotions and loyalty. International Journal of Hospitality Management, 60, 1-12.
24.Saaty, T.L., 1980. The analytic hierarchy process, New York: Mcgraw-Hill.
25.Smith, Patricia C., and Curnow, R., 1966. “Arousal Hypothesis” and the Effects of Music on Purchasing Behavior. Journal of Applied Psychology, 50, 255-256.
26.Sugeno, M., and Terano, T., 1977. A model of learning based on fuzzy information, Kybernetes, 6(3), 157-166.
27.Tumanan, Mary Anne R. and Lansangan, Joseph Ryan G., 2012. More than just a cuppa coffee: A multi-dimensional approach towards analyzing the factors that define place attachment, International Journal of Hospitality Management, 31, 529-534.
28.Turley, L.M. and Milliman, R.E., 2000. Atmospherics effects on shopping behavior: a review of the experimental evidence. Journal of Business Research, 49, 193-211.