| Summary: | 碩士 === 國立臺灣大學 === 農業經濟學研究所 === 106 === Following the rapid development of the internet, people has become more dependent on it. People use social network to communicate, and become the main source of information. The internet community website has played an increasingly important role in comsumer’s behavior.
With the change in people’s eating habit, more and more people have revalued the quality eating habits, people have paid more attention at the alleys of the non-chain café shop spending there leisure time. In recents years, coffee imports in Taiwan is more than twice in the past.
This research take that consumer at the non-chain café shop in Taipei for investigation, discussing the influence of consumer behavior towards Network community involvement. This research received 742 efficient questionnaires to understand whether network community involvement have any correlation with consumer’s behavior.
The main empirical conclusions comprised of: network community involvement will affect consumer behavior. There is also significant different between demographic variables and consumer motivation.
In conclusion, the study provides some suggestion and recommendations for the coffee industry and supervisor of non-chain café shop in managing the market strategies. And also for future potential study research direction.
|
|---|
