| Summary: | 碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 100 === The purpose of this study was to know the demographics and purchasing behaviors of non-chain cafés’ customers in Taipei；moreover, to learn if customers’ store image is the significant indicator for purchasing intention. “Store image and purchasing behaviors questionnaire” was used as research tool, and non-chain cafés’ customers who were above 20 years old are the research objectives. Research period is during February to March, 2012, and totally collected 412 valid data by using purposive sampling.Descriptive statistics, Chi-Square test, variance analysis, post hoc comparison, independent t-test, Pearson correlation analysis, and multiple linear regression analysis were used to analyze the data, and the results were as following:
1. Customers of non-chain cafés in Taipei were mainly students or office workers ,ages were between 20-29 years old and education level were above college. Most of them were to meet friends, enjoy the atmosphere or drinks, or read. Besides, they were used to ordering a cup of coffee or drink, and staying in the café for a while.
2. Differences between customers were associated with the type of stores； people tend to choose the store with image that meets their social and economic status. Customers’ behaviors reflected their differences in demographics and motivation.
3. Customers’ attitude toward non-chain cafés’ store image is generally great. There were differences among customers’ demographics and behaviors on store image.
4. Store image was positively correlated with purchasing intention. Besides, “design effect”, “products and services”, and”surroundings and the atmosphere” aspects of image were significant predictors for purchasing intention.
In conclusion, this study gives suggestions as following: Owners of non-chain cafés in Taipei should make sure the image of store is coherent with the image of social and economic status of the target market, and the space could meet customers’ needs. Maintaining professional quality of the food supply is necessary. Not only defining themselves as dining stores, the owners can choose a specific theme as the attraction to prolong customers’ consuming time in order to improve customers’ store image and repurchasing intention.
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