The Comparative Study of Store Environment, Perceived Value and Purchase Intention – A Case Study of Starbucks Consumer in Taiwan and the U.S.

• Main Authors: Ting-Yi Huang, 黃庭翊
• Other Authors: Chin-Wen Huang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/27710303871320850001

碩士 === 淡江大學 === 國際貿易學系國際企業學碩士班 === 97 === With the global recession in 2008 and the lower pricing competition from fast food business and convenient stores, the Starbucks in Taiwan and the United States are still remaining the leading status in café chain store business. To find out the reason why Starbucks is still number one in business without the factor of product itself, we try to understand the relation in customers’ opinion among store environment, perceived value, and purchase intention in Taiwan and the United States. We have the result by using SPSS 12.0 to test and verify the regression model and the Means comparison as followed: (1) The customers of Starbucks in Taiwan can perceive service quality and the feeling of happiness these two values at the same time, and both of these two perceived values have significant influence on the purchase intention. Among the three factors of store environment, the factor of social has higher influence on those two perceived values than the factor of design and the factor of ambient. (2) The customers of Starbucks in the United States only perceive the value of the feeling of happiness, and this value has significant influence on the purchase intention. However in the United States, among the three factors of store environment, the factor of social has lower influence on the value of the feeling of happiness than the factor of design and the factor of ambient. (3) The reason why the factor of social has different influential status on perceived value and why the customer of Starbucks in the United States does not perceive the value of service quality is because the coffee culture and the population of coffee drinking are different in Taiwan and the United States. In the U.S., there are too many people are waiting in line when they during the purchasing in the coffee shop, so they interact with the sales in a very short time. However, in Taiwan, people treat shopping in the coffee shop as an elegant activity which can shows their status. This kind of idea makes people in Taiwan care about the factor of social and the service quality a lot.