碩士 / 世新大學 / 公共關係暨廣告學研究所(含碩專班) / 107 / Coffee, originally being a product of the West, in recent decades, has not only been linked to the futures market of coffee beans but also to the performance of the global food giants on the stock market. A boom in the consumer market has lead international companies to starting to observe this market in 2018. Today, it is not difficult to see that coffee has quietly become a very important global trade.
In the face of rapid changes in the Chinese market, environmental impacts and individual differences are the two main factors affecting consumer decision-making. Existing studies on coffee consumption behavior decision-making rarely discuss personality traits in individual differences. Therefore, this study will explore: The selection and consumption behavior of consumers with different personality traits. And what motivations are for coffee consumers with different personality traits. The research process will first follow a study carried out by Zhang Weiran (2015) who revised the five personality traits questionnaires developed by Deng Jingyi, Zeng Xumin, Li Yizhen and You Chaoyu ( 2011). It was titled “ International English Big-Five Mini-Markers “ . A total of 40 questions were selected, and two of the five personality traits were selected as representatives. Later, qualitative interviews were conducted to explore the relevance of personality traits to coffee consumer behavior.
The result of the study shows, that in terms of demand, Extraversion, Openness and Agreeableness personalities are easily influenced by others. Conscientiousness personality is not easily affected by others, while Emotional Stable personality is somewhere in the middle. In terms of considering which brand to purchase, Extraversion and Openness personalities and the Emotional Stable will carefully listen to the opinions of others. Openness, Conscientiousness personalities are easily influenced by price promotions, while Emotional Stable personality is not. In the post-purchase evaluation, the respondents of the five personality traits all like interactive consumption scenarios, in which Extraversion and Agreeableness personalities pay more attention to service quality and Openness personality pays more attention to professional skills. Emotional Stable and Conscientiousness personalities pay attention to both aspects. Sex of the participants is not relevant in decision making and impact. Finally, in terms of decision-making and influencing factors, Extraversion and Openness and Agreeableness personalities prefer to learn brewing skills, while Emotional Stability and Conscientiousness personalities do not. In addition, Extraversion and Emotional Stability personalities will choose a famous coffee shop, while open and friendly personalities prefer a café with a good atmosphere. Conscientiousness personality is somewhere in the middle.
| Identifer | oai:union.ndltd.org:TW/107SHU00471007 |
| Date | January 2019 |
| Creators | LI, HSIN-JU, 李欣儒 |
| Contributors | HSU, AN-CHI, 許安琪 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 70 |
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