碩士 / 南臺科技大學 / 財務金融系 / 105 / Coffee is not only a symbol of western culture, but also an important position in the global trade. In 2012 USA Today selected world’s 10 best cities for coffee, Taipei was the only city in Asia area. It means that café culture has been deeply rooted in Taiwan. In contrast, traditional Chinese culture has been a monopoly of tea culture. In August, 2015, ICO announced that coffee is being accepted by young people in China coastal cities. This study integrate perceived value with theory planned behavior to explore the differences of factor affecting the purchase intention of the services of chain coffee shops across the straits. Using the 5 point Likert scale and then used smart PLS and SPSS to do statistical analysis and structured analysis. The empirical results show that perceived value will positively affect attitude toward behavior, subject norms and perceived behavior control; Attitude toward behavior, subject norms and perceived behavior control will positively affect purchase intention. Taiwanese consumers think that it’s easy to consume in chain coffee shops. Moreover, they are willing to repurchase in chain coffee shops than Chinese consumers. The Chinese consumers think it is not valuable to consume in chain coffee shop. Most of them think that they could afford to purchase the production in chain coffee shop, but they still think it’s too expensive so that reduce their willing to go to chain coffee shop.
| Identifer | oai:union.ndltd.org:TW/105STUT0214001 |
| Date | January 2017 |
| Creators | Peng, Fei-Yen, 彭菲彥 |
| Contributors | Chang, Yung-Chi, 張永佶 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 92 |
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