| Summary: | 碩士 === 國立高雄餐旅大學 === 餐旅管理研究所 === 103 === According to Taiwan Association of Chain and Franchise Promotion in 2010, beverage market is the top five in franchise industry. Wax gourd tea is a memory to many people because it accompanies them during their childhood. In order to obtain higher revenue, chemical materials are replaced natural ingredient. Though businessmen earn more money, these chemical materials greatly raise the risk of health problems. The purpose of this research is to explore the enterprise motivation of a enterpriser. The success factors of running a specialty shop of wax gourd tea. The different of running a specialty shop of wax gourd tea between North Taiwan and South Taiwan and also to discuss the consumer perception between consumer and enterpriser. Through the difference opinions of consumers and enterprisers, we can find out the main element of success factors. The length of interview time is 30-40 minutes. Number of interviewees are 9, including 3 enterprisers and 6 consumers. In addition, the semi-structured interview is the research method and the coding method is open coding. Finally will use Delphi Method to obtain the importance correlation od success factors. Also will find out the different opinions between enterprisers and consumers. Based on the results, conclusions are made. Hope it can be an important reference to those who want to have their own specialty shop of wax gourd tea.
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