| Summary: | 碩士 === 亞洲大學 === 國際企業學系碩士班 === 98 === Researches in recent years show that the number of domestic coffee drinkers increases year by year, and more and more people regard coffee as a necessity in daily life. With the increase in coffee consumption behavior, consumers would put more emphasis on convenience, price, service quality, product quality, or habit while choosing different channels for repurchasing coffee. When the number of coffee consumption and the gradual accumulation of experience in drinking coffee increase, consumers would cultivate the habitual coffee consumption. And we are interested in observing the impact of habit on the relation between the consumer repurchase behavior of coffee and other factors like convenience, price, service quality, and product quality. In this study, the coffee-consuming channels are separated into convenience store channel, parity channel, and high-price channel which have something in common that they are under the chain store business model. And our study examines the factors influencing the repurchase behavior of the coffee consumer under the three types of channels for coffee consuming. The empirical analysis demonstrates that habit strikingly increases the consumer repurchase behavior of coffee.
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