連鎖咖啡店消費(fèi)者顧客利益認(rèn)知

1、 PAGE 188東海學(xué)報(bào)第46卷民國(guó)九十四年朱惠玲杜政蓉林昭儀：連鎖咖啡店消費(fèi)者顧客利益認(rèn)知與購(gòu)買(mǎi)行為之研究 PAGE 191東海學(xué)報(bào)46卷2005：185193 PAGE 185中華民國(guó)九十四年十月出版連鎖咖啡店消費(fèi)者顧客利益認(rèn)知與購(gòu)買(mǎi)行為之研究朱惠玲*杜政蓉林昭儀東海大學(xué)餐旅管理學(xué)系（收件日期：94年5月30日；接受日期：94年7月1日）摘要為提升消費(fèi)，餐旅業(yè)者常採(cǎi)用各類促銷活動(dòng)刺激買(mǎi)氣，增加營(yíng)收以保有市場(chǎng)；然而，在餐旅行銷文獻(xiàn)上對(duì)促銷方案的研究缺乏。因此本研究以連鎖咖啡業(yè)為對(duì)象，嘗試了解其所採(cǎi)用的促銷方案為何？不同的促銷方案效益如何？消費(fèi)者如何回應(yīng)不同的促銷方案？以及不同的促銷手法帶給

2、消費(fèi)者的利益是否有差異？本研究利用自填式問(wèn)卷，針對(duì)消費(fèi)者進(jìn)行調(diào)查。研究發(fā)現(xiàn)促銷活動(dòng)為消費(fèi)者帶來(lái)的利益可分為功利性和快樂(lè)性二種；分析結(jié)果顯示在三類促銷工具中，價(jià)格折扣、優(yōu)惠酬賓、以及展示試吃三種促銷方案皆會(huì)帶給消費(fèi)者功利性及快樂(lè)性利益。且由相關(guān)性分析結(jié)果得知，促銷活動(dòng)的功利性與快樂(lè)性利益分別都與顧客行為有顯著相關(guān)，顯示消費(fèi)者能知覺(jué)到促銷活動(dòng)所帶來(lái)之利益；其中以快樂(lè)性利益最能提高消費(fèi)者的消費(fèi)意願(yuàn)，消費(fèi)次數(shù)，及單次消費(fèi)金額，證實(shí)促銷活動(dòng)與消費(fèi)者購(gòu)買(mǎi)行為具正向相關(guān)性。關(guān)鍵詞：促銷方案、消費(fèi)者利益、購(gòu)買(mǎi)行為* * 通訊作者：.twTunghai Journal Volume 46：

3、185193, 2005 PAGE 187The Effects of Sales Promotion on Perceived Consumer Benefits and Buying BehaviorKay H. Chu, Jeug-Rung Pu and Chao-Yi Lin Department of Hospitality Management, Tunghai University(Date Received: May 30, 2005; Date Accepted:July 1, 2005)AbstractThis study examined the effectivenes

4、s of sales promotion from the stand point of consumer benefits and buying behavior. Due to the sever competition, restaurants in general, coffee shops in particular, have developed various strategies to attract customers to patron. One of the most commonly used strategies is sales promotion. This st

5、udy investigated the various sales promotions and determined their effectiveness by examining the perceived consumer benefits and buying behavior. Self-administered questionnaires were used to collect data from 265 college students. The results indicated that most customerd respond to sales promotion not only due to the utilitarian benefits perceived but also the hedonic benefits. Further, comparing to utilitarian benefits, hedonic benefits is the factor that will influence the thereafter buying behavior. Key words: Sales promotion, U