在後續研究方向上，以本研究之研究架構為基礎，可以擴大延伸個性咖啡 店產業領域的探討。目前咖啡相關產業發展迅速，而消費者通常會優先選擇耳 熟能詳或是便利性較高的咖啡店。相較於大家熟識的品牌而言，消費者對於有 特色的個性咖啡店比較陌生。而本研究主要是探討國內的個性咖啡店與體驗行 銷，若是可以進一步探討國外的個性咖啡店，相信探討的結果會更支持本研究 的架構。另外本研究並更深入探討網路世代的網路口碑評價，如果深入研究，
應該可以更瞭解當消費者選擇一家個性咖啡店消費時，可以如何透過評論分享 給親友。另外，本研究的結果顯示消費者在個性咖啡店內體驗後，顧客滿意和 品牌依附會影響再購買意願及口碑意願。相信未來選擇開個性咖啡店的人會愈 來愈多，希望本研究對這些經營者有所助益，讓他們更瞭解消費者在個性咖啡 店內消費時，所期望的感受和回饋。
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中文文獻
李淑任 (2005). 咖啡館之休閒體驗與顧客參與之探討-以台中縣市咖啡館為 例. 大葉大學, 休閒事業管理學系碩士在職專班.
林育正 (2002). 連鎖加盟業成功關鍵因素分析-以連鎖書店為例. 未出版碩士
論文, 大葉大學事業經營研究所, 彰化.
林育正、楊海銓 （2003） 開家賺錢的咖啡館，邦聯文化出版。
廖珮彣 (2015). 體驗行銷, 體驗價值與顧客忠誠度關係之研究-以薰衣草森林
為例 .
附錄：研究問卷
標題：對於個性咖啡店的使用習慣調查
第一部份：(以下每題皆為簡答題)
1. 曾經去過的個性咖啡店是(選填一家最推薦或是最有印象) (請簡答) 2. 承第一題，為什麼想去這家咖啡店 (請簡答)
敬啟者您好：
首先感謝您的協助與參與，本問卷填答結果僅供學術研究分 析之用，絕不會對外公開，且勾選答案並無好壞與對錯的分 別，敬請安心作答。您的熱心協助與支持，是本研究成功的 最重要因素，懇請撥冗填答，在此謹致上由衷的謝意。
敬祝 萬事如意!
研究單位：國立臺灣師範大學管理研究所 指導教授：周世玉博士
研究生：林劭芸
--- 這份研究是要來探討消費者在「個性咖啡店」做消費的經 驗。個性咖啡店是具有專業性和獨特性，不只是咖啡的風 味，也希望找到與自己調性相符的咖啡店。創業者開一家屬 於自己的咖啡店於連鎖店附近，沒有一定標準的經營模式，
依經營者自己 的理念與創意來經營自己的咖啡館，充分發揮 自主性與獨特性。有著強烈的經營者風格、有獨特個性、注 重設計品味的人來經營，和咖啡風味與裝潢較一致的連鎖咖 啡店不同，對於想體驗不同氣氛的消費者，個性咖啡館是不 錯的選擇。經營者與客人的關係最親近，咖啡單品售價較 高，提供的顧客服務也較完善。
第二部分：(以下每題皆為單選題)
的需求。
不可或缺的一部分。
32. 我會將在該咖啡店的購買經驗上傳至社 群軟體分享及對店家做評論給予回饋。
□ □ □ □ □
33. 當親友要購買咖啡詢問我的意見時，我 會將在該個性咖啡店消費經驗分享給他 們。
□ □ □ □ □
34. 當親友對該個性咖啡店毫無印象時，我 會主動分享。
□ □ □ □ □
第三部份：個人基本資料 (以下每題皆為單選題或簡答題)
本部分是有關您的個人資料，純粹做為統計分析使用，絕不對外洩漏所填寫資 料，敬請放心填寫。
1、性別：
□男 □女 2、年齡：
□20 歲以下 □21~30 歲 □31~40 歲 □41~50 歲 □51~60 歲 □61 歲以上 3、教育程度：
□高中職(含以下) □大學、專科 □碩博士 4、職業：
□電子資訊業□金融業□保險業□服務業□製造業□農林漁牧業□軍公教人員
□學生□家庭管理□非營利單位□其他___________________
5、居住地：
6、您個人每月的所得（新台幣）：
□10,000 元以下 □10,001~20,000 元 □20,001~30,000 元 □30,001~40,000 元
□40,001~50,000 元 □50,000 元以上 □其他___________________
7、您個人每月可支配使用的金額在咖啡上的消費 (請簡答)