消費者對於環保咖啡廳之美學認知、服務品質與顧客滿意度研究 / Research on consumers' aesthetic cognition, service quality and customer satisfaction of eco-friendly cafes

摘要

隨著環ä¿æ„識之興起，新經營型態的咖啡廳因應而生，環ä¿å’–啡廳致力於將咖啡文化與永續經營相çµåˆï¼Œç‚ºæ¶ˆè²»è€…æ供新型態的消費é¸æ“‡ã€‚本文探討消費者å°æ–¼ç’°ä¿å’–啡廳之美學èªçŸ¥ã€æœå‹™å“質與顧客滿æ„度研究，æ供環ä¿å’–啡廳經營者與有關單ä½åƒè€ƒã€‚本研究採å–自編å•å·å°æ¶ˆè²»è€…進行150份å•å·èª¿æŸ¥ï¼Œå†é¸å–16ä½é€²è¡ŒåŠçµæ§‹æ·±åº¦è¨ªè«‡ï¼Œæ–¼å›žæ”¶å•å·å¾Œé€²è¡Œçµ±è¨ˆANOVA變異數分æžèˆ‡T檢定分æžï¼Œç ”究çµæžœé¡¯ç¤ºç’°ä¿å’–啡廳的經營模å¼æŽ¨å»£ä¸è¶³ã€ç’°ä¿å’–啡廳æœå‹™å“質與消費者滿æ„度具有顯著相關性以åŠæ¶ˆè²»è€…å°æ–¼ç’°ä¿å’–啡廳的美學èªçŸ¥å…·é‡è¦æ€§ç­‰ï¼Œç ”究建議加強管ç†èˆ‡ç¶“營ç†å¿µä¹‹å®£æŽ¨ã€ç”¢å“與æœå‹™å“質æå‡ã€è½å¯¦ç’°å¢ƒæ°¸çºŒä¹‹ç†å¿µèˆ‡å¢žåŠ è¦–覺感官設計風格，增加消費者購賣æ„願等。

With the rise of environmental awareness, a new type of café has emerged, and the eco-friendly café is committed to combining coffee culture with sustainable operation to provide consumers with new consumption choices. This paper discusses consumers' aesthetic cognition, service quality and customer satisfaction of eco-friendly cafes, and provides reference for eco-friendly café operators and relevant units. In this study, 150 questionnaires were conducted on consumers, and then 16 were selected for semi-structured in-depth interviews, and statistical ANOVA variation analysis and T verification analysis were carried out after the questionnaire was collected, and the results showed that the business model of eco-friendly cafes was insufficiently promoted, the service quality of eco-friendly cafes was significantly correlated with consumer satisfaction, and consumers' aesthetic cognition of eco-friendly cafes was important. The study recommends strengthening the promotion of management and business philosophy, improving the quality of products and services, implementing the concept of environmental sustainability, increasing visual sensory design style, and increasing consumers' willingness to buy and sell.