促銷方式、品牌形象、生活型態與知覺價值之探討－以星巴克咖啡店為例

NHUIR > College of Management > Department of Business Administration, Master/Ph.D Program in Management Sciences > Disserations and Theses(Master and Doctoral Program in Management Sciences) > Item 987654321/28685

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Title:	促銷方式、品牌形象、生活型態與知覺價值之探討－以星巴克咖啡店為例
Other Titles:	A Discussion of Promotion Methods, Brand Image, Lifestyle and Perceived Value--An Example of Starbucks Coffee Shop
Authors:	吳毓庭 WU, YU-TING
Contributors:	企業管理學系管理科學碩博士班郭東昇 KUO, TUNG-SHENG
Keywords:	生活型態;知覺價值;品牌形象;促銷方式 perceived value;brand image;Promotion methods;lifestyle
Date:	2021
Issue Date:	2022-08-11 10:03:29 (UTC+8)
Abstract:	伴隨社會經濟發展，目前台灣的咖啡文化也跟隨著逐漸盛行，國人在消費者意識高漲之下，咖啡人口大量的增加，為了背後可觀的商機，使得咖啡館、便利商店及有販賣咖啡的店家，在多重的競爭之下必須不斷的提供各種多元化促銷活動來宣傳，促使消費者能進一步購買。　　本研究目的為探討咖啡店促銷之方式以及品牌形象、生活型態與知覺價值，透過網路進行問卷調查，採隨機抽樣，所得資料以統計分析之軟體SPSS進行檢定及分析，採用敘述性統計分析、獨立樣本T檢定與單因子變異數分析作為實證結果之分析，研究結果顯示，促銷方式、品牌形象對於生活型態有顯著差異，品牌形象對於知覺價值、生活型態有顯著差異，知覺價值對於生活型態有顯著差異。　　With socio-economic development, Taiwan's coffee culture is also gradually prevailing, the Chinese people in the consumer awareness of the high, a large increase in the coffee population, in order to behind considerable business opportunities, so that coffee shops, convenience stores and coffee shops, under the multiple competition must continue to provide a variety of diversified promotional activities to promote consumers to further purchase.　　The purpose of this study is to explore the way of coffee shop promotion and brand image, life patterns and percessive value, through the network to conduct questionnaires, random sampling,to obtain data to the software SPSS for statistical analysis for testing and analysis, using narrative statistical analysis, independent sample T detection and single-factor variation analysis as empirical results analysis, the results show that there are significant differences in promotional methods and brand images for life patterns, significant differences in brand images in perception value and life patterns, and significant differences in perception values in life patterns.
Appears in Collections:	[Department of Business Administration, Master/Ph.D Program in Management Sciences] Disserations and Theses(Master and Doctoral Program in Management Sciences)

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