| Summary: | 碩士 === 康寧大學 === 休閒管理研究所 === 103 === In recent years, influenced by foreign cultures, increased national income, and changing lifestyles, coffee drinking has become a leisure activity in daily life. Therefore, with an increase in consumer demand, cafes, a new leisure industry, sprouted one after another. As a result, the art atmosphere, cultural aroma, and store image of stores all affect consumers’ purchase intention. In view of this, the correlation of whether or not Starbucks Coffee stores can find key factors contributing to store image was determined to construct an assessment model. The store image underwent assessment through the Decision Making Trial and Evaluation Laboratory ( DEMATEL) and the assessment results were used as a reference for proposing improvement recommendations and strategies. This issue is worthy of in-depth study.
In this study, Starbucks chain supervisors or senior employees in Southern Taiwan (Tainan, Kaohsiung, and Pingtung) were adopted as research participants. Through the questionnaire method, 15 questionnaire copies were distributed, of which 15 copies were recovered, accounting for a recovery rate of 100%. DEMATEL was adopted for data analysis and study. With the “Key factors contributing to the store image of coffee chain stores” as the framework, the structural relationship and correlation scale of three dimensions and 15 criteria were found for discussing the influence of coffee chain store brand image. Findings show that among the store image dimensions, the main influential sources were “ambient factors” and “design factors”, and the final impact source was “social factors”. In particular, the main influential source among the criteria of ambient factors was “lighting is comfortable”, while the final impact sources were “pleasant music” and “enchanting aroma”; the main influential sources of the various criteria under the social factor are: “energetic” and “professional services”; the final impact source is “customer quality”; the main influential source of the various criteria under the design factor is “smooth moving lines”; and the final impact sources are “vivid tone” and “good impression”.
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