| Summary: | 碩士 === 長庚大學 === 管理學院碩士學位學程在職專班經營管理組 === 102 === As people increase income and westernized eating habits, coupled with the introduction of international brands cafe domestic market, the coffee culture has become a part of Taiwan's food culture, fish scales cafe has become one of the common street. The chain of convenience stores and other cheap coffee freshly brewed coffee launch, leaving coffee accelerate the popularization of culture. Treasury Department statistics show that Taiwan's tariff coffee (including green beans, cooked beans and coffee products containing constituents) imports of 8,681 tons by 2003 to 2013 the growth of 21,800 metric tons. Display Taiwan demand for coffee has been increasing.
Based on the above research background and motivation, through the literature review and survey research design, survey execution and recovery. Finally, according to the effective recycling of questionnaire data, statistical analysis software SPSS18.0 version and collate the conclusions based on the results for the coffee-related industries and future researchers.
The results of the study found that the quality of the pros and cons of coffee and cafe are loyal consumers and whether it has a significant relationship satisfaction, coffee prices affect consumer behavior, monthly disposable income of consumer's convenience store chain affected consumer behavior and freshly brewed coffee consumers also consider the quality of service factors.
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