便利商店咖啡之品牌形象、產品屬性對購買意願之影響：以產品認知為中介效果分析

Analysis the effect between City Café and Let's Café brand image, product attributes and product awareness in Kaohsiung

為了能在競爭激烈的行業中取得優勢，連鎖式便利商店業者除販售商品外，也積極推出提供各種代收費用、宅配、預購商品及多媒體機、販賣咖啡冷飲更多元化之服務，創造更大的附加價值，提高營收。2012年104 Survey市調中心的統計資料顯示，在1894份有效問卷中，最熟悉的超商現煮咖啡品牌，7-11占78.5%、全家占9.67%；最喜歡喝的超商現煮咖啡，7-11占53.2%、全家占9.7%。本文的主要研究目的為一、分析高雄地區消費者人口統計變數對City Café 和Let’s Café品牌形象、產品屬性、產品認知及購買意願之差異性分析。二、探討高雄地區City Café和Let’s Café之品牌形象、產品屬性對於產品認知之間的影響。三、探討高雄地區City Café和Let’s Café之品牌形象、產品屬性及產品認知對購買意願之影響。本研究針對有購買7-11 city-café或全家Let’s cafe之消費者進行立意取樣，問卷發放時間為101年9月，發出問卷400份，回收有效問卷380份，回收率95%，並利用敘述統計、信度分析、差異性分析、迴歸分析及中介效果分析。結果發現，(1)產品認知中介效果顯著，(2)產品屬性中介效果較產品形象強，(3)飲用咖啡的女性較男性注重品牌形象並且購買意願高於飲用咖啡的男性，(4)四、已婚沒小孩的受訪者在各種關於咖啡的品牌形象、產品屬性、產品認知及購買意願上高於已婚有小孩，(5)在產品認知上，已婚沒小孩的受訪者高於未婚的受訪者，且研究所優於大專學生。(6)7-11 City Caf’e之品牌形象分數優於全家Let’s Caf’e。並建議一、透過產品的認知增強購買意願。二、維持女性喝咖啡印象，提高男性品牌經驗。三、全家超商須善用品牌力量。

In order to obtain advantage in the fiercely competitive conduct industry, Chain store industry, who in addition to selling merchandise, but also actively introduced to provide a variety of services, for example collecting fees, home delivery, pre-order merchandise and trafficking hot coffee, to create more big added value, and increase revenue. 104 statistical data center survey in 2012, in 1894 valid questionnaires, who is the most familiar of Chain Store freshly coffee brand ,7-11 for 78.5%, FamilyMart for 9.67%; Who is Chain Store favorite freshly coffee ,7-11 for 53.2%, FamilyMart for 9.7%. The main purpose of this paper is (1)to analyze City Café and Let's Café brand image, product attributes, product awareness and purchase intention, difference analysis between of them in the Kaohsiung area consumer.(2) Explore the effect between City Café and Let's Café brand image, product attributes and product awareness in Kaohsiung.(3) How City Café and Let's Café brand image, product attributes and product awareness affect on purchase Intention in Kaohsiung area. The investigation was conducted on September, 2012. Total 380 copies of effective questionnaires were received, which are used methods including factor analysis, t-test, one way ANOVA, and regression analysis. The results found that (1) product recognition has mediating effect significant, (2) the product attributes has stronger intermediary effect than the brand image, (3) coffee drinking in women more focus on brand image and purchase intention than men drinking coffee, (4) Married no children has more respondents in the coffee brand image, product attributes, product recognition and purchase intention than married with children, (5) In product recognition dimention, married no children more respondents than unmarried, and the Institute of better than college students, (6) 7-11 City Caf'e brand image scores better than familymart Let's Caf'e. Finally, research recommends (1) Chain store can enhanced willingness to buy coffee, through product recognition.(2) Chain store should maintain women drink coffee impression, and improve male brand experience. (3) Familymart chain store must to improve its coffee brand image.