The effects of brand awareness, and corporate social responsibility on the consumers consuming decision-making : 以咖啡
?偉鵬、李俊憲
E-mail: 354540@mail.dyu.edu.tw
ABSTRACT
This research aimed to explore the effects of brand awareness and corporate social responsibility on the consumer’s decisions for different coffee selling stores at Taichung City and Changhua County. A structural questionnaire was applied for quantitative research and 450 copies were sent to consumers with judgment sampling. There were 387 samples returned for further statistical analysis using SPSS 12.0. The main findings of this research were concluded as followings: (A) Coffee drinks consumers have higher brand participation on brand image and brand association than brand choice and brand preference. (B) Coffee drinks consumers have more attentions on the price structure, food safety and test, and resource recycling action of corporate social responsibility. (C) Coffee drinks consumers make their decisions within consideration of the corporate operation styles, corporate image and the adequacy of products. (D)The brand awareness can predict the coffee drinks consumers’ decisions significantly as well as the operation responsibility. There were several recommendations provided as followings: (1) the promotion of brand awareness would help the consumers to make decisions more easily; (2) the rising of corporate social responsibility would enhance the brand identify from consumers; (3) the development of unique management style can adequate supports from consumers; (4) The established corporate image will increase the identity from the consumers; (5) The more sufficient products, the more easily decision the consumers could make. Keywords: brand awareness, corporate social responsibility, consumer decision-making, coffee drinks , Starbucks Coffee, 85 °C Cafe, City Cafe.
Keywords : Brand Awareness、Corporate Social Responsibility
Table of Contents 中文摘要．．．．．．．．．．．．．．．．．．．．．． iii 英文摘要．．．．．．．．．．．．．．．．．．．．．． iv 誌謝辭．．．．．．．．．．．．．．．．．．．．．．． v 內容目錄．．．．．．．．．．．．．．．．．．．．．． vi 圖目錄．．．．．．．．．．．．．．．．．．．．．．． viii 表目錄．．．．．．．．．．．．．．．．．．．．．．． ix
第一章 緒論．．．．．．．．．．．．．．．．．．． 1 第一節 研究背景與動機．．．．．．．．．．．． 1 第二節 研究目的．．．．．．．．．．．．．．． 5 第三節 研究範圍與限制．．．．．．．．．．．． 5 第四節 名詞解釋．．．．．．．．．．．．．．． 6 第二章 文獻探討．．．．．．．．．．．．．．．．． 8 第一節 品牌理論．．．．．．．．．．．．．．． 8 第二節 企業社會責任．．．．．．．．．．．．． 15 第三節 咖啡飲品市場之發展與經營．．．．．．． 20 第四節 消費決策因素．．．．．．．．．．．．． 22 第五節 命題與假設．．．．．．．．．．．．．． 24 第三章 研究方法．．．．．．．．．．．．．．．．． 28 第一節 研究架構．．．．．．．．．．．．．．． 28
第二節 研究工具．．．．．．．．．．．．．．． 29 第三節 研究對象與抽樣方法．．．．．．．．．． 32 第四節 資料分析方法．．．．．．．．．．．．． 33 第四章 資料分析．．．．．．．．．．．．．．．．． 35 第一節 問卷發放與實施情況．．．．．．．．．． 35 第二節 信度分析與因素分析．．．．．．．．．． 35 第三節 人口統計變項背景分析．．．．．．．．． 39 第四節 研究假設驗證．．．．．．．．．．．．． 43 第五節 本章小結．．．．．．．．．．．．．．．． 47 第五章 結論與建議．．．．．．．．．．．．．．．．．．． 49 第一節 綜合討論．．．．．．．．．．．．．．． 49 第二節 研究結論．．．．．．．．．．．．．．． 55 第三節 研究建議．．．．．．．．．．．．．．． 55 參考文獻．．．．．．．．．．．．．．．．．．．．．． 60 附錄A 研究問卷．．．．．．．．．．．．．．．．．．． 70 REFERENCES
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