| Summary: | 碩士 === 嶺東科技大學 === 國際企業系碩士班 === 107 === This study aims to explore the relationships between marketing strategy, consumer satisfaction and consumers’ purchasing intention among the coffee in President Chain Store Corporation (City Cafe). Data are from the consumers of sea line in Taichung. The methods include reliability analysis, description statistics, and multivariate regression analyses to explore the relationship between consumers’ purchasing intention towards marketing strategy, consumer satisfaction. The empirical results show: in terms of the demographic variables, older consumers show higher consumer satisfaction than youngers. People with less education show higher consumer satisfaction and consumers’ purchasing intention than those who with better education. In terms of consumer behavior, those who buy more times coffee show higher consumers’ purchasing intention. Consumers who buy coffee from the network information show higher consumer satisfaction and consumers’ purchasing intention those other methods. Moreover, marketing strategy shows a significant positive effect on consumers’ purchasing intention particularly for price and gift of President Chain Store Corporation. Marketing strategy shows a significant positive effect on consumer satisfaction particularly for price, cumulative points and gift President Chain Store Corporation. Consumer satisfaction shows a significant positive effect on consumers’ purchasing intention particularly for service, quality and fresh. Finally, marketing strategy and customer satisfaction show significant positive effects on consumers’ purchasing intention intentions. Among these, customer satisfaction has a mediation effect on consumers’ purchasing intention intentions in marketing strategies, particularly for partial mediation effect.
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