Dissertations / Theses on the topic 'Relationship coffees'

2006/2007
Questa tesi indaga, sotto il riferimento teorico della Value Chain Analysis e della Teoria delle Convenzioni, i dispositivi di qualificazione di prodotto e le corrispondenti forme di coordinamento che gli attori del contesto produttivo caffeicolo brasiliano e del Minas Gerais hanno, nel corso della storia, adottato come strategia di sopravvivenza prima e, in seguito, di crescita. In questa analisi, particolare rilevanza viene data allo spazio e al ruolo della referenza territoriale, quale dispositivo di qualificazione del prodotto caffè e strategia di sviluppo nella storia caffeicola brasiliana. Il fine ultimo è di analizzarne una sua specifica dimensione, quella del terroir, presentandone concetti, definizioni, e mettendo in luce, in via descrittiva, possibili approcci per la sua caratterizzazione pedologico - spaziale. Chiude un’indagine conoscitiva di caratterizzazione climatico – produttiva del terroir di una zona rinomata per la produzione caffeicola del Minas Gerais.
XIX Ciclo
1979

Using a qualitative approach, based on a multi-layered case study of Cafedirect, a coffee trading Alternative Trading Organisation (ATO), this thesis explores the nature of partnership in fair trade relationships from the producer to the consumer. This is set in the context of an historical analysis of the emergence of fair trade and contemporary developments in ethical consumption and ethical business. The primary objective of ATOs is to ensure that the benefits of trade accrue to small scale producers, for which the partnership between the ATO and groups representing small producers is central. Partnership in Cafedirect is explored in detail, specifically at the level of the company and in the relationship between Cafedirect and a coffee cooperative union in Tanzania, the KNCU. Along with co-operatives in Latin America and elsewhere in East Africa, the KNCU supplies coffee for Cafedirect's products and receives support from Cafedirect as part of the fair trade partnership. Whilst there are benefits to the KNCU members in terms of a premium price, this partnership has proved problematic. Reasons for the problems in the partnership between the KNCU and Cafedirect are explored through an examination of the requirements for partnership and the context in which the partnership was developed. Key factors are the bureaucratic history of the co-operative and limited commitment to the partnership. The analysis raises questions about the need for ATOs to be more flexible in their interpretation of partnership and the need for development inputs to accompany fair trade initiatives.

Mestrado em Bioquímica - Bioquímica Alimentar
Coffee polysaccharides, namely the arabinogalactans present in instant coffee and the galactomannans of coffee infusions have in vitro immunostimulatory activity, shown by an inflammatory response. Previous works showed that an instant coffee extract with 1–5 kDa (sample 1E), obtained by ultrafiltration, resultant from an exhaustive washing out of the small molecular weight compounds, presented in vitro immunostimulatory activity. However, another similar extract (sample 2E), this time resultant from a rudimentary fractionation, had no activity. Based on the hypothesis that small molecular weight compounds may interfere on the in vitro immunostimulatory activity of these polysaccharides, in this study, sample 2E was purified through Bio-Gel P2 size exclusion chromatography (SEC-P2) and the in vitro immunostimulatory activity in BALB/c mice spleen B and T lymphocyte cells was studied by the expression of an early activation marker (CD69). Results allowed concluding that the presence of small molecular weight compounds, namely chlorogenic acids (CGA) and caffeine, interfere with the determination of the in vitro immunostimulatory activity of coffee polysaccharides. Aiming to know what could be the structural characteristics responsible for the instant coffee arabinogalactans potential immunostimulatory activity, sample 1E was also fractionated by size-exclusion chromatography using Bio-gel P6 (1-6 kDa). Three fractions were pooled and freeze-dried and their immunostimulatory activity was evaluated, allowing to observe that the immunostimulatory activity of sample 1E derived from the fraction with a molecular weight near 5 kDa. The treatment of sample 1E with 0.1 M NaOH solution decreased by 58.2 % the in vitro activation of B lymphocytes. Although FTIR analyses of the saponified and dialysed sample 1E showed an increase of the presence of carboxylic acids when compared to the native sample, but no difference in the amount of acetyl groups were detected by gas chromatography of the head-space solid-phase microextraction (HS-SPME-GC-FID). Also, similar carbohydrate composition was observed by GC-FID for the sample before and after saponification. To disclose the possibility that, upon saponification, the CGA could have been released from melanoidin structures and be adsorbed to the polysaccharides, even upon exhaustive dialysis, a SEC-P2 was performed. As the chromatogram obtained did not show absorbances at 280 and 325 nm in the inclusion volume, it was possible to infer that the loss of immunostimulatory activity was not due to the presence of adsorbed CGA. Sample 1E had 5.5% of total protein. In order to evaluate the influence of the presence of protein for the immunostimulatory activity, sample 1E was treated with chymotrypsin. The resulted deproteinised sample (1Edep) had a similar carbohydrate composition and the same immunostimulatory activity. The treatment with an α-L-arabinofuranosidase, which should remove terminally-linked arabinose residues, allowed, after purification through SEC-P2, to observe that the sample lost the in vitro immunostimulatory activity to stimulate B and T lymphocytes.In order to obtain more information on how sample 1E can activate the B and T lymphocytes, the sample 1E was tested in innate immune macrophages (BMDM) and dendritic cells (BM-DCs) derived from bone-marrow. The results showed the production of NO by BMDM and the increase of the expression of surface activation markers MHC-II, CD80, and CD86 by BM-DCs, indicating the activation of both cell types. It is possible that the activation of macrophages and dendritic cells may be involved in the activation of B and T spleen lymphocytes by sample 1E. The results obtained allowed to conclude that the in vitro immunostimulatory activity of instant coffee arabinogalactan-rich fractions results from a fraction near 5 kDa. This activity seems to be dependent of the presence of arabinose terminally-linked residues but not on the acetylation of the polysaccharide neither on the protein content. Also, it was possible to conclude that the in vitro immunostimulatory activity of these fractions is negatively influenced by the presence of CGA and caffeine. Although these compounds interfere in in vitro experiments, it is not expected that they could interfere in vivo because during digestion the low molecular weight compounds are absorbed in the upper small intestine whereas the polysaccharides and melanoidins are not. Along the digestive tract, the immunostimulatory effect of polysaccharides should prevail when interacting with immune cells found in Peyer's patches or with dendritic cells found in the small-intestinal lamina propria, before colon fermentation.
Os polissacarídeos do café, nomeadamente as arabinogalactanas do café instantâneo e as galactomananas da infusão de café, têm atividade imunoestimuladora in vitro, verificada através de uma resposta inflamatória. Os estudos anteriores mostraram que um extrato de café instantâneo com 1-5 kDa (amostra 1E), obtido por ultrafiltração, com lavagem exaustiva dos compostos de baixo peso molecular, apresentou atividade imunoestimuladora in vitro. No entanto, um extrato semelhante (amostra 2E), desta vez resultante de um fracionamento rudimentar, não tinha atividade. Com base na hipótese de que os compostos de baixo peso molecular podem interferir na atividade imunoestimuladora in vitro destes polissacarídeos, neste estudo, a amostra 2E foi purificada por cromatografia de exclusão molecular em Bio-Gel P2 (SEC-P2) e a atividade imunoestimuladora in vitro foi estudada em linfócitos B e T de células esplénicas de ratinhos BALB/c por expressão de um marcador precoce de ativação (CD69). Os resultados obtidos permitiram concluir que a presença de compostos de baixo peso molecular, nomeadamente ácidos clorogénicos (CGA) e cafeína, interferem com a determinação da atividade imunoestimuladora in vitro dos polissacarídeos do café. Com o objetivo de saber quais as características estruturais responsáveis pela potencial atividade imunoestimuladora das arabinogalactanas do café instantâneo, a amostra 1E foi também fracionada por cromatografia de exclusão molecular em Bio-Gel P6 (1-6 kDa). Três frações foram recolhidas e liofilizadas e a sua atividade imunoestimuladora foi avaliada, permitindo observar que a atividade imunoestimuladora da amostra 1E deriva da fração com um peso molecular próximo de 5 kDa. O tratamento da amostra 1E com uma solução de 0,1 M de NaOH diminuiu 58,2% a ativação in vitro de linfócitos B. Embora as análises de FTIR da amostra 1E saponificada e dialisada tenham mostrado um aumento da presença de ácidos carboxílicos quando comparado com a amostra nativa, não foram verificadas diferenças na quantidade de grupos acetilo, avaliadas por micro-extração em fase sólida da fase de vapor e análise por cromatografia em fase gasosa e detetor de ionização de chama (HS-SPME-GC-FID). A análise de GC-FID permitiu também observar uma composição de açúcares semelhante antes e após saponificação. Para testar a possibilidade de, após a saponificação, os CGA poderem ter sido libertados das estruturas das melanoidinas e ficarem adsorvidos aos polissacarídeos, mesmo após diálise exaustiva, foi realizada uma separação por SEC-P2. Uma vez que o cromatograma obtido não mostrou absorvâncias a 280 e 325 nm no volume de inclusão, foi possível deduzir que a perda de atividade imunoestimuladora não foi devida à presença de CGA adsorvidos. A amostra 1E tinha 5,5% da proteína total. De forma a avaliar a influência da presença de proteína para a atividade imunoestimuladora, a amostra 1E foi tratada com quimotripsina. A amostra desproteinizada resultante (1Edep) tinha uma composição de açúcares semelhante e a mesma atividade imunoestimuladora. O tratamento com uma α-L-arabinofuranosidase, que remove os resíduos de arabinose em ligação terminal, permitiu, após purificação através de SEC-P2, observar que a amostra perdeu a atividade imunoestimuladora in vitro de linfócitos B e T.Para aprofundar o conhecimento sobe o modo de ativação dos linfócitos B e T pela amostra 1E, esta amostra foi testada em macrófagos (BMDM) e células dendríticas (BM-DCs) da imunidade inata, derivadas da medula óssea. Os resultados mostraram a produção de NO pelos BMDM e o aumento da expressão de marcadores de superfície de ativação, MHC-II, CD80 e CD86, pelas BM-DCs, indicando a ativação de ambos os tipos de células. Estes resultados mostram que é possível que a ativação de macrófagos e de células dendríticas possa estar envolvida na ativação dos linfócitos B e T do baço pela amostra 1E. Os resultados obtidos também permitiram concluir que a atividade imunoestimuladora in vitro das frações de café instantâneo ricas em arabinogalactanas resulta de uma fração com cerca de 5 kDa. Esta atividade parece ser dependente da presença de resíduos de arabinose em ligação terminal e não da extensão da acetilação do polissacarídeo nem do conteúdo proteico presente. Foi também possível concluir que a atividade imunoestimuladora in vitro destas frações é influenciada negativamente pelos CGA e cafeína, caso estejam presentes. Embora estes compostos interfiram em experiências in vitro, não é de esperar que possam interferir in vivo porque durante a digestão os compostos de baixo peso molecular são absorvidos na parte superior do intestino delgado, enquanto os polissacarídeos e as melanoidinas não o são. Ao longo do trato digestivo, o efeito imunoestimulador dos polissacarídeos deve prevalecer ao interagir com as células do sistema imunitário encontradas nas placas de Peyer ou com as células dendríticas encontradas na lâmina própria do intestino delgado, antes da fermentação no cólon.

Doutoramento em Bioquímica
Os polissacarídeos são os componentes maioritários dos grãos de café verde e torrado e da bebida de café. Os mais abundantes são as galactomananas, seguindo-se as arabinogalactanas. Durante o processo de torra, as galactomananas e arabinogalactanas sofrem modificações estruturais, as quais estão longe de estar completamente elucidadas devido à sua diversidade e à complexidade estrutural dos compostos formados. Durante o processo de torra, as galactomananas e arabinogalactanas reagem com proteínas, ácidos clorogénicos e sacarose, originando compostos castanhos de alto peso molecular contendo nitrogénio, designados de melanoidinas. As melanoidinas do café apresentam diversas atividades biológicas e efeitos benéficos para a saúde. No entanto, a sua estrutura exata e os mecanismos envolvidos na sua formação permanecem desconhecidos, bem como a relação estrutura-atividade biológica. A utilização de sistemas modelo e a análise por espectrometria de massa permitem obter uma visão global e, simultaneamente, detalhada das modificações estruturais nos polissacarídeos do café promovidas pela torra, contribuindo para a elucidação das estruturas e mecanismos de formação das melanoidinas. Com base nesta tese, oligossacarídeos estruturalmente relacionados com a cadeia principal das galactomananas, (β1→4)-Dmanotriose (Man3), e as cadeias laterais das arabinogalactanas, (α1→5)-Larabinotriose (Ara3), isoladamente ou em misturas com ácido 5-Ocafeoilquínico (5-CQA), o ácido clorogénico mais abundante nos grãos de café verde, e péptidos compostos por tirosina e leucina, usados como modelos das proteínas, foram sujeitos a tratamento térmico a seco, mimetizando o processo de torra. A oxidação induzida por radicais hidroxilo (HO•) foi também estudada, uma vez que estes radicais parecem estar envolvidos na modificação dos polissacarídeos durante a torra. A identificação das modificações estruturais induzidas por tratamento térmico e oxidativo dos compostos modelo foi feita por estratégias analíticas baseadas principalmente em espectrometria de massa, mas também em cromatografia líquida. A cromatografia de gás foi usada na análise de açúcares neutros e ligações glicosídicas. Para validar as conclusões obtidas com os compostos modelo, foram também analisadas amostras de polissacarídeos do café obtidas a partir de resíduo de café e café instantâneo. Os resultados obtidos a partir dos oligossacarídeos modelo quando submetidos a tratamento térmico (seco), assim como à oxidação induzida por HO• (em solução), indicam a ocorrência de despolimerização, o que está de acordo com estudos anteriores que reportam a despolimerização das galactomananas e arabinogalactanas do café durante a torra. Foram ainda identificados outros compostos resultantes da quebra do anel de açúcares formados durante o tratamento térmico e oxidativo da Ara3. Por outro lado, o tratamento térmico a seco dos oligossacarídeos modelo (individualmente ou quando misturados) promoveu a formação de oligossacarídeos com um maior grau de polimerização, e também polissacarídeos com novos tipos de ligações glicosídicas, evidenciando a ocorrência de polimerização através reações de transglicosilação não enzimática induzidas por tratamento térmico a seco. As reações de transglicosilação induzidas por tratamento térmico a seco podem ocorrer entre resíduos de açúcares provenientes da mesma origem, mas também de origens diferentes com formação de estruturas híbridas, contendo arabinose e manose como observado nos casos dos compostos modelo usados. Os resultados obtidos a partir de amostras do resíduo de café e de café instantâneo sugerem a presença de polissacarídeos híbridos nestas amostras de café processado, corroborando a ocorrência de transglicosilação durante o processo de torra. Além disso, o estudo de misturas contendo diferentes proporções de cada oligossacarídeo modelo, mimetizando regiões do grão de café com composição distinta em polissacarídeos, sujeitos a diferentes períodos de tratamento térmico, permitiu inferir que diferentes estruturas híbridas e não híbridas podem ser formadas a partir das arabinogalactanas e galactomananas, dependendo da sua distribuição nas paredes celulares do grão e das condições de torra. Estes resultados podem explicar a heterogeneidade de estruturas de melanoidinas formadas durante a torra do café. Os resultados obtidos a partir de misturas modelo contendo um oligossacarídeo (Ara3 ou Man3) e 5-CQA sujeitas a tratamento térmico a seco, assim como de amostras provenientes do resíduo de café, mostraram a formação de compostos híbridos compostos por moléculas de CQA ligadas covalentemente a um número variável de resíduos de açúcar. Além disso, os resultados obtidos a partir da mistura contendo Man3 e 5-CQA mostraram que o CQA atua como catalisador das reações de transglicosilação. Por outro lado, nas misturas modelo contendo um péptido, mesmo contendo também 5-CQA e sujeitas ao mesmo tratamento, observou-se uma diminuição na extensão das reações transglicosilação. Este resultado pode explicar a baixa extensão das reações de transglicosilação não enzimáticas durante a torra nas regiões do grão de café mais ricas em proteínas, apesar dos polissacarídeos serem os componentes maioritários dos grãos de café. A diminuição das reações de transglicosilação na presença de péptidos/proteínas pode dever-se ao facto de os resíduos de açúcares redutores reagirem preferencialmente com os grupos amina de péptidos/proteínas por reação de Maillard, diminuindo o número de resíduos de açúcares redutores disponíveis para as reações de transglicosilação. Além dos compostos já descritos, uma diversidade de outros compostos foram formados a partir dos sistemas modelo, nomeadamente derivados de desidratação formados durante o tratamento térmico a seco. Em conclusão, a tipificação das modificações estruturais promovidas pela torra nos polissacarídeos do café abre o caminho para a compreensão dos mecanismos de formação das melanoidinas e da relação estrutura-atividade destes compostos.
Polysaccharides are the major components of green and roasted coffee beans, and coffee brew. The most abundant ones are galactomannans, followed by arabinogalactans. During the roasting process, galactomannans and arabinogalactans undergo structural modifications that are far to be completely elucidated due to their diversity and complexity of the compounds formed. During the roasting process, galactomannans and arabinogalactans react with proteins, chlorogenic acids, and sucrose, originating high molecular weight brown compounds containing nitrogen, known as melanoidins. Several biological activities and beneficial health effects have been attributed to coffee melanoidins. However, their exact structures and the mechanisms involved in their formation remain unknown, as well as the structure-biological activity relationship. The use of model systems and mass spectrometry analysis allow to obtain an overall view and, simultaneously, detailed, of the structural modifications in coffee polysaccharides promoted by roasting, contributing to the elucidation of the structures and formation mechanisms of melanoidins. Based on this thesis, oligosaccharides structurally related to the backbone of galactomannans, (β1→4)-D-mannotriose, and the side chains of arabinogalactans, (α1→5)-Larabinotriose, alone or in mixtures with 5-O-caffeoylquinic acid, the most abundant chlorogenic acid in green coffee beans, and dipeptides composed by tyrosine and leucine, used as models of proteins, were submitted to dry thermal treatments, mimicking the coffee roasting process. The oxidation induced by hydroxyl radicals (HO•) was also studied, since these radicals seem to be involved in the modification of the polysaccharides during roasting. The identification of the structural modifications induced by thermal and oxidative treatment of the model compounds was performed mostly by mass spectrometry-based analytical strategies, but also using liquid chromatography. Gas chromatography was used in the analysis of neutral sugars and glycosidic linkages. To validate the conclusions achieved with the model compounds, coffee polysaccharide samples obtained from spent coffee grounds and instant coffee were also analysed. The results obtained from the model oligosaccharides when submitted to thermal treatment (dry) or oxidation induced by HO• (in solution) indicate the occurrence of depolymerization, which is in line with previous studies reporting the depolymerization of coffee galactomannans and arabinogalactans during roasting. Compounds resulting from sugar ring cleavage were also formed during thermal treatment and oxidative treatment of Ara3. On the other hand, the dry thermal treatment of the model oligosaccharides (alone or when mixed) promoted the formation of oligosaccharides with a higher degree of polymerization, and also polysaccharides with new type of glycosidic linkages, evidencing the occurrence of polymerization via non-enzymatic transglycosylation reactions induced by dry thermal treatment. The transglycosylation reactions induced by dry thermal treatment can occur between sugar residues from the same origin, but also of different origins, with formation of hybrid structures, containing arabinose and mannose in the case of the model compounds used. The results obtained from spent coffee grounds and instant coffee samples suggest the presence of hybrid polysaccharides in these processed coffee samples, corroborating the occurrence of transglycosylation during the roasting process. Furthermore, the study of mixtures containing different proportions of each model oligosaccharide, mimicking coffee bean regions with distinct polysaccharide composition, subjected to different periods of thermal treatment, allowed to infer that different hybrid and non-hybrid structures may be formed from arabinogalactans and galactomannans, depending on their distribution in the bean cell walls and on roasting conditions. These results may explain the heterogeneity of melanoidins structures formed during coffee roasting. The results obtained from model mixtures containing an oligosaccharide (Ara3 or Man3) and 5-CQA and subjected to dry thermal treatment, as well as samples derived from spent coffee grounds, showed the formation of hybrid compounds composed by CQA molecules covalently linked to a variable number of sugar residues. Moreover, the results obtained from the mixture containing Man3 and 5-CQA showed that CQA acts as catalyst of transglycosylation reactions. On the other hand, in the model mixtures containing a peptide, even if containing 5-CQA and subjected to the same treatment, it was observed a decrease in the extent of transglycosylation reactions. This outcome can explain the low extent of non-enzymatic transglycosylation reactions during roasting in coffee bean regions enriched in proteins, although polysaccharides are the major components of the coffee beans. The decrease of transglycosylation reactions in the presence of peptides/proteins can be related with the preferential reactivity of reducing residues with the amino groups of peptides/proteins by Maillard reaction, decreasing the number of reducing residues available to be directly involved in the transglycosylation reactions. In addition to the compounds already described, a diversity of other compounds were formed from model systems, namely dehydrated derivatives formed during dry thermal treatment. In conclusion, the identification of the structural modifications in coffee polysaccharides promoted by roasting pave the way to the understanding of the mechanisms of formation of melanoidins and structure-activity relationship of these compounds.

The aim of the study was to explore what methods the personnel in five residential care homes in Götaland, Sweden, implement to integrate unaccompanied minors. The study investigated how and what methods are constructed as well as how the social interaction between the unaccompanied minors and the personnel at the homes bring about the learning of the methods. Five face-to-face semi-structured interviews were conducted and analysed through the perspective of social construction and social learning theory. The result revealed that the methods are not clearly identified by the personnel. The personals are still learning how to work with unaccompanied minors from their experiences. This indicates that the practice is at its infant stage. The study found a wide variety of methods, which were based on the child and where some methods intend to build good relationship, to integrate the children into society and to facilitate the development of strategies and methods. The study also addresses the issue of how the methods and strategies can be affected by the dynamic migratory flow and the question of evidence based practice within this field.

碩士
國立臺灣藝術大學
廣播電視學系碩士班廣播電視組
106
The purposes of this study aimed to explore that consumption culture of coffee fans in contemporary coffee culture in Taiwan. In recent years, there have been new developments in Taiwan coffee culture. However, the study of coffee has remained at the old chain coffee shops. Therefore, the study observe from the perspective of contemporary coffee culture and makes use of the consumption theories of French sociologists Baudrillard and Bourdieu to explain the consumption behavior of coffee fans. In this study, totally interviewed six coffee fans who has City & Guilds barista certification and a three-year experience coffee bean baker in using semi-structured interviews. The study found that the contemporary culture of coffee enter the third wave of culture. From the perspective of the research of Lifestyle society, the contemporary consumers no longer regard the consumption goods as a construction of social classification, but also an experience of life aesthetics. In the third wave of coffee culture, it happened to confirm such a point of view. Although there still exists the significance of social classification and sense of superiority in the symbol of consumption of coffee. In the new meaning of consumption symbols, creating a style of lifestyle shaping, so that coffee fans have a pleasant feeling. Through the study found that the meaning of the new consumer symbols are as follows: First, the transmission of information in coffee knowledge easier to obtain than in the past; Second, and in recent years, talented coffee industry in Taiwan shine internationally; Third, consumers pay more attention to diet.

碩士
大葉大學
管理學院碩士在職專班
102
The study uses VAR model and cointergration test to investigate the link between coffee price and the share price of the franchise coffee shop. This paper obtains observation from Jan. 2011 to Dec. 2012. The results show that the price of coffee price has cointergration relationship with the share price of the franchise coffee shop. They have long-term relationship, but don't have lead-lag relationship. The coffee price has linear negative correlation with the share price of the franchise coffee shop. The results mean when the price of coffee drops, the profits of franchise coffee company will increase, and then it will lead the share price going up.

碩士
大仁科技大學
休閒健康管理研究所
97
The purpose of this study was to investigate the relationship of product involvement, corporate image, and brand equity among coffee consumers toward Pin-Huang Coffee. Total 500 questionnaires were administered to five chain stores of Pin-Huang Coffee in Taiwan, and each store was distributed 100 questionnaires evenly from April 1st to May 15th in 2009. Finally, 347 effective responses were acquired from respondents. This research examined the correlation relationship among various questions and tested hypotheses through descriptive statistics, t-test, one-way ANOVA, Pearson Product Moment analysis and regression analysis. The results of this research revealed as followed: First, the majority groups of respondents were female, age between 21 to 40, service and business industry, collage education, and average monthly income of 30,001 to 40,000 NTD. Second, difference agenda and education level of consumers reported no significantly difference upon product involvement, corporate image and brand equity. The age factor has significantly influence to corporate image, brand loyalty and perceived quality. The occupation factor revealed significantly influence to corporate image, price image and brand loyalty. Monthly income reported significantly influence to corporate image, and brand equity as well. Third, the product involvement has significantly affect upon corporate image and brand equity. Fourth, there is significant relationship between corporate image and brand equity. Finally, significant relationship was found between product involvement, corporate image, and brand equity.

碩士
中國文化大學
觀光休閒事業管理研究所
93
Due to the changes of consumptive pattern, the economy developing process has been changing from “Agriculture Economy”, “Industry Economy”, “Service Economy”, to “Experience Economy.” In 1999, Dr. Bernd H. Schmitt has pointed out that the first priority of marketing is consumer experience. The traditional way of marketing is no longer satisfied by consumers. Thus, companies in industry have to provide customers with various consumption experiences that can really influence their sense and touch their emotion. It provides good opportunities to establish long-term relationships with customers. The study examines the relationship between five SEMs (Strategic Experiential Moduls) (sense experience, feel experience, think experience, act experience, and relate experience) and brand equity (brand royalty, brand awareness, perceived quality, and brand associations) according to Schmitt (1999) and Aaker (1991)s’ studies. For quantitative analysis, it takes convenience sampling at 18 Starbucks coffee shops in Taiwan. 428 questionnaires were collected, and 18 were removed from the sample because of incomplete answers. The valid samples were 410. The response rate is 96﹪. The findings are as follows: (1) The influences of five SEMs (Strategic Experiential Moduls) on brand equity are significant correlative. (2) Sense, feel, act, and relate experience have positive influences on brand royalty. The feel experience has the highest positive influence on brand royalty, but the think experience has no significant influence on brand royalty. (3) Sense, feel, act, and relate experience have positive influences on brand awareness. The sense experience has the highest positive influence on brand awareness, but the think experience has no significant influence on brand awareness. (4) Sense, feel, and relate experience have positive influences on perceived quality. The sense experience has the highest positive influence on perceived quality, but think and act experience have no significant influence on perceived quality. (5) Feel and relate experience have positive influences on brand association. The relate experience has the highest positive influence on brand association but sense, think, and act experience have no significant influence on brand awareness.

碩士
國立高雄第一科技大學
行銷與流通管理所
95
In the research that was conducted, we constructed a relationship quality model suitable for the coffee shop chain-store. Through the literatures review, there are three important relationship quality antecedent factors, communication quality, service quality, and relationship investment. In this study, we test the relation between antecedent factors, relationship quality (satisfaction and trust) and finally relationship outcome, customer loyalty (repurchase intention and month monetary amount). The study takes the relationship age into the model as moderating variable, and location convenience into the model as control variable. The sample frame is the customers of Ikari Coffee Shop. The sample size is 437. Structural Equation Modeling (SEM) was applied to test the research hypotheses. The findings are summarized as follows: 1. Service quality and relationship investment are main antecedent factors of relationship quality, and service quality is the most important one of two antecedent variables. 2. The study suggest that trust can positive effect on repurchase intention and month monetary amount. However, satisfaction only positive effects on repurchase intention. 3. The results provide evidence that supports the moderating effect of relationship age on the relationship between satisfaction, trust, repurchase intention, and month monetary amount. For customers who have short relationship age with coffee shop, there is no positive relationship between customer’s satisfaction and trust. However, customers who have long relationship age with coffee shop are the positive relationship between customer’s satisfaction and trust, and trust rather than satisfaction is strongr positive relationship with repurchase intention.

碩士
長庚大學
管理學院碩士學位學程在職專班經營管理組
102
As people increase income and westernized eating habits, coupled with the introduction of international brands cafe domestic market, the coffee culture has become a part of Taiwan's food culture, fish scales cafe has become one of the common street. The chain of convenience stores and other cheap coffee freshly brewed coffee launch, leaving coffee accelerate the popularization of culture. Treasury Department statistics show that Taiwan's tariff coffee (including green beans, cooked beans and coffee products containing constituents) imports of 8,681 tons by 2003 to 2013 the growth of 21,800 metric tons. Display Taiwan demand for coffee has been increasing. Based on the above research background and motivation, through the literature review and survey research design, survey execution and recovery. Finally, according to the effective recycling of questionnaire data, statistical analysis software SPSS18.0 version and collate the conclusions based on the results for the coffee-related industries and future researchers. The results of the study found that the quality of the pros and cons of coffee and cafe are loyal consumers and whether it has a significant relationship satisfaction, coffee prices affect consumer behavior, monthly disposable income of consumer's convenience store chain affected consumer behavior and freshly brewed coffee consumers also consider the quality of service factors.

碩士
國立中興大學
行銷學系所
102
When people visit a coffee shop, do they choose where to sit according to what they want to do? And how does this behavior affect the revenue of the shop? A customer whose purpose is just enjoying a cup of coffee may choose a table where is totally different from the one whose purpose is spending his leisure afternoon in the shop. With the different characteristics of table locations, customers with various purposes may have various philosophies on choosing where to sit, and this may result in how long they will stay in the shop, which in turn affects the utilization of tables. However, previous studies have not discussed the relationship between table selection and consumer behavior. Therefore, the purpose of the study is to explore the relationships and interactions among reading behavior, table selection, SPM and Wi-Fi. Eventually, we propose four hypotheses： (1)H1：There is a relationship between reading behavior and table selection. (2)H2：Reading behavior has an effect on SPM. (3)H3： When a consumer does not read in a coffee shop, she or he will have a “higher” SPM when sitting in an unanchored table； When a consumer reads in a coffee shop, she or he will have a “lower” SPM when sitting in an anchored table. (4)H4：When a coffee shop provide Wi-Fi facilities, a consumer with reading will contribute a “higher” SPM； When a customer does not read in a coffee shop, there has no significant difference on SPM whether providing Wi-Fi or not. For this study, the characteristics of tables were classified according to numbers of anchors. The data was collected by naturalistic observations, and customers’ behaviors were observed and recorded in three types of coffee shops, including chain stores, specialty stores and combinational stores. A total of 310 customers were observed in this study, including 129 individuals and 181 in groups. Descriptive statistics, Chi-square Test, Simple Regression and analysis of variance (ANOVA) were conducted to analyze the observed data. Our results show that three of four hypotheses are supported：People who read or surf prefer to choose anchored seats；Reading has a negative effect on SPM； Reading has moderating effects on the relationship between table selection and SPM. Besides, we find that the differences of styles of coffee shops affect SPM, and the chain store type has the highest SPM. These findings could give implications for managers. When they want to set up a coffee shop that suit for reading they could arrange more seats with one anchor, but need to pay attention on lower SPM; and if their target is on no-reading consumers, they could arrange more seats without anchor. Regarding to the selection of type of coffee shop, we suggest that chain store is a better profitable model because of having the highest SPM.

碩士
大仁科技大學
文化創意產業研究所
105
The purpose of this study was to investigate whether service quality and store image of specialty coffee shop have significant influences on customer’s loyalty. The results of this study are provided as reference to the operators of specialty coffee shops for developing marketing strategies. This study used questionnaire survey as research method, and the subjects were the customers of Lino coffee who were selected by convenience sampling. The questionnaires were assessed using Likert five-point scale, with a total of 203 valid questionnaires received. The data were analyzed by descriptive statistics, t-test, one-way analysis of variance（one-way ANOVA）, correlation analysis and multiple regression analysis. The findings of this study are as follows: 1. Sample analysis of respondents: majority female; mainly college-educated; between 30 to 49 of age; mostly businessmen; monthly income between 30,001 to 40,000; monthly consumption 2-5 times. 2. Most consumers recognize the service quality and store image of Lino Coffee. 3. Most customers are loyal to Lino Coffee, but the price level affects their loyalty. 4. Among the demographic variables, the different occupations, the average monthly income, and the number of monthly consumption are significantly different between service quality and store image. 5. Among the demographic variables, the frequency of monthly consumption is significantly different among service quality, store image and customer’s loyalty. 6. Service quality and store image are positively related. 7. Customer’s loyalty could be predicted by service quality and store image.

碩士
朝陽科技大學
休閒事業管理系
105
First impression of business to consumer is Brand. During building business own brand, the owner most care about is how to let consumers identity and accept business brand effectively.If people in Taiwan can understand quickly that consumers accept business brand occupy an very important position during owner building a new brand. This thesis is to analyze New Brand. The researcher is one of the team who build the new brand. The analyze direction cut into the brand element and choice criteria via “Focus Group interviews ” and “ Depth interview” ,also guide with “Semi-structured interview”. Analyze strengths and weaknesses via new brand element and consumers point. This research held 2 interviews. One of depth interviews, we invite General manager of the company at the time. The other focus group interview invite 6 customers who came to the shop several times a week. The major purposes of the study are: Business owners of the brand by the transfer of the brand elements and choice criteria.The consumer has to measure the relationship between brand elements and consumer awareness.And through the process of interaction with consumers, business owners to understand the brand equity arising from the brand, and put forward the management practice recommendations. The major conclusions are as followings:(1) A simple logo is consumer preferences,but the complete message designed by the operator will make it difficult for the consumer be remembered；(2) Brand slogan design should be combined with the situation in order to make consumers feel the same.

碩士
南臺科技大學
餐旅管理系
104
Consumers in the past focused more on the benefits that the products brought to them. With the changes in consumer behavior, however, when the new generation consumers dine in the restaurants, they value more the feelings they have from the services. Previous studies have shown that the consumers use products or services to gain experiences which affect their consumer behavior . This study aims to explore the influences of the coffee shops consumer brand experiences (behaviors, emotions, perceptions, and thoughts) and music preferences on consumption emotions, consumer satisfaction and brand loyalty. Partial Least Squares (PLS) is applied in this study to investigate the effects of the construct. The results reveal that “brand experiences” has significant effects on “consumption emotions” ; “Music preferences” has significant effects on “consumption emotions” ; “Consumption emotions” has significant effects on “consumer satisfaction” ; “Consumer satisfaction” has significant effects on “brand loyalty.” The findings hope to provide coffee shops with references, reinforcing their strategic thinking of brand operation. In academics, they also expect to give new directions to the future study of brand experiences’ effects on consumer behavior in the restaurant.

碩士
國立高雄餐旅大學
餐旅管理研究所在職專班
100
With the change of consumer’s eating habits as well as the participation from a number of catering enterprises, the chain-coffee store in Taiwan has entered an unprecedented competition. Under the circumstance of opening more and more branches, the store managers play an important role in the development of a company. The more store managers meet the company''s expectations, the more sales contribute to the branch of the enterprise and enhance the whole competitiveness of the branch. In this study, the case company imported the project of “core competence” for the store managers in 2009. The purpose of this project was to enhance the performance of the store managers in the workplace. The purpose of this study: (1) To understand the influence of the job performance of the store managers after importing the core competence. (2) To explore the idea of the store managers to the core competence. (3) To find out whether there is other competence was not included in the company as a reference. We adopted the semi-structured interview of depth interviews in qualitative research in this study. The interviewees were who have been the store managers at least one year before importing core competence and also worked as internal training lecturer; besides in order to understand the difference of the job performance after importing the core competence, we also interview three senior district managers . The result showed that the store managers all agreed and thought this project has enhanced the efficiency of shop performance. In addition, the store managers believed that the greatest benefit of the import the core competence is the internal communication and gathering consensus of the working mode. At last, store managers thought that human resource development and the store manager’s self-management should also be incorporated in the core competence.

碩士
致理技術學院
企業管理系暨服務業經營管理研究所
102
In recent years, Taiwan has become a service-oriented society. Increasing income levels have increased the need for leisure and recreation, which has greatly expanded the food and beverage industry. A survey by Common Wealth Magazine in 2012 indicated that among businesses in the food and beverage industry coffeehouse chains have shown the most rapid change. This study investigated coffeehouse chains with regard to the issue of loyalty programs and their effects on consumer behavior. Service quality is essential in coffeehouse chains. In addition, operators are attaching greater importance to relationship marketing, of which loyalty programs are an important strategy. The concepts of relationship benefits and relationship quality have also developed from relationship marketing. By offering benefits and seeking to build strong relationships with customers, corporations are hoping to enhance customer loyalty. This study investigated the loyalty programs implemented by coffeehouse chains to determine whether customer perception of these programs influences customer loyalty through relationship benefits and relationship quality. At present, no existing studies have investigated the relationships among loyalty programs, relationship benefits, relationship quality, and customer loyalty. This study performed an empirical investigation on the coffeehouse chains Starbucks to analyze the relationships among these variables. The primary findings are as follows: (1) loyalty programs enhance customer perceptions of relationship benefits and relationship quality; (2) the relationship benefits and relationship quality perceived by customers exerts a significant influence on their loyalty; (3) customer perception of relationship benefits significantly influences the loyalty through their perception of relationship quality, and (4) although loyalty programs have a positive and direct influence on customer loyalty, a greater positive influence can be achieved through relationship benefits and relationship quality. Based on these findings, we also discuss relevant managerial implications for the reference of management in the service industry and researchers in the field. Keywords: coffeehouse chains, loyalty programs, relationship benefits, relationship quality, customer loyalty

碩士
國立交通大學
管理科學系所
97
With the change of this era, the expansion of coffee chain stores, hence, the customer expects highly of the quality of coffee chain stores, the coffee chain stores if we aim to strengthen the enterprise competition ability, the coffee chain stores must maintain both the high-quality services and the customer’s satisfaction. This paper evaluates the level of the quality of the services offered by the coffee chain stores of an enterprise. This research also looks into the issues of how the results derived from this research may help to improve the quality of the services offered by coffee chain stores inside of an enterprise. This research uses “five-dimension” service quality evaluation model, which is brought up by Parasuraman, Zeithaml& Berry along with SERVQUAL questionnaire plus consulting with the characters of coffee chain stores service providing sector, to develop the primary questionnaire first. The final questionnaire for evaluating the quality of the services offered by coffee chain stores of an enterprise was later developed after (1) consulting with the experts in this area (2) pre-test (3) analysis of the credibility of the questionnaire were done. The final questionnaire was finally put to test at later stage. The results gained through the questionnaires were also studied at later stage. The result demonstrates that the gap between the customer’s expectation and the coffee chain store’s service quality is significantly sharp in Taipei city. The service quality of the coffee chain store of three dimensions: “reliability responsiveness guarantee”, “concerns information conveyed”, and “tangible”. In addition, it proves that the quality of conception service is the determinant, and it has significant positive correlation with the customer’s satisfaction. In the research, the variable of the population of the customer influence expected service quality and perceived service quality. There are still other variables related with the customer’s satisfaction, such as age, education level, and occupation.

碩士
銘傳大學
設計管理研究所碩士班
93
The background of the research is regarding the special situations in the suburban garden coffee shops and its effects on consumers. The purpose of the research is to understand how changes in consuming space will affect visual concepts of consumers in the suburban garden coffee shops. The method “participant observation” , “in depth interview” and “case study method” was adapted in the research. The research subjects are owners of coffee shops and consumers in the suburban garden coffee shops. The purposive samples were “ Gu Keng coffee shops” , “ Da Du Shan coffee shops” , “ Yang Ming Shan coffee shops “ . The research conclusions for example below: (1) Most consumers in the suburban garden coffee shops took pleasure in outdoor activities. Therefore, the owners of the coffee shops can especially target on this consumer group. (2) With suburban garden coffee shops setting, consumers can be easily attracted by the natures and views. (3) If owners of suburban garden coffee shops cannot provide an open space view, interior design will be an essential factor of creating a nice atmosphere and situation. With accentuation of interior designs, a replication of exotic flavor and setting will definitely encourage positive consuming experiences.

碩士
國立東華大學
企業管理學系
106
In the previous of brand relationship, brand idenity attractiveness research, fewer researchers have put the focus on the chained coffee store industry, so in this study ues Hee Jung, Lee&Myung Soo, Kang(2012) brand relationship quality(brand trust and brand commitment) and use Bhattacharya and Sen(2003) present “customer-company identification,(CCI).To research how to affect brand loyalty. Related to that up to 15 years old had chained coffee store experience(85°C, Starbucks, Lousia Coffee) for consumers in north, middle and south Taiwan (Taipei, Taichung and Kaohsiung). Have a total of 477 valid samples for analysis. The result of this study show that: 1.The brand experience has significant positive effect on brand identity attractiveness. 2.The brand experience has not significant positive effect on brand relationship quality. 3.The brand identity attractiveness has significant positive effect on brand identity. 4.The brand relationship quality has significant positive effect on brand loyalty. 5.The brand identity attractiveness has significant positive effect on brand relationship quality. 6.The brand identity has not significant positive effect on brand relationship quality. 7.The brand identity has significant positive effect on brand loyalty.

碩士
國立高雄餐旅大學
餐旅研究所
107
The purpose of this study is to explore the effect of hunger marketing and brand rights on consumers' willingness to buy, based on literature and empirical research, and to study consumers who often go to chain coffee shops for consumption. Statistical analysis is carried out by narrative statistics, reliability analysis, regression analysis, related analysis and ANOVA verification, and the effective questionnaires collected are collected for statistical processing. The results of the study are as follows: 1. Hungry marketing has a significant effect on brand equity, and "scarcity (supply side)" has no significant effect on "brand equity". 2. Brand equity has a significant positive impact on consumers' willingness to buy, and the willingness to buy will be affected by brand loyalty, brand awareness, perceived quality positive impact, you can know that the level of education in "university", " The Institute's consumers are more concerned about brand awareness, that is, when their own brand is their own understanding, the willingness to buy on the relative improvement. 3.There are significant differences in the perception of hunger marketing among consumers of "students" and "other" occupations, there is a significant difference in the perception of brand awareness among consumers of "university" and "research" education, and significantly related to the educational level of consumers. Consumers who drink coffee more often each month have significant differences in perceived quality, i.e. consumers focus on the overall service and product quality in the coffee chain before buying, to decide whether to buy the key. In other words, when the industry implements hunger marketing practices, consumers will rely on the importance of brand rights and interests, and then determine their willingness to buy.

碩士
萬能科技大學
經營管理研究所
95
In recent years, the coffee chain store not only gradually popularizes, but also becomes the meeting place for different industries and occupations employees. In order to get competitive advantages, the coffee chain store owner should understand coffee chain store customers’ behavior patterns and design effective marketing strategies. This research wanted to study two different management style of coffee chain store in Taoyuan city concerning costumers’ behavior patters. We use questionnaires to collect data and used SPSS 10.0 statistical software to do statistical analyses including descriptive statistical analysis, factor analysis, t Test, Chi-square and Pearson correlatives coefficient for 194 valid subjects. The research main findings are as follows: 1.Typical customers of coffee chain store are females, age between 19-25, working in service industry, and monthly income between 30,000-50,000 N.T. 2.Consumption frequency is 2-4 time per month and consumption date and time intervals are almost alike for tow different management style of coffee chain store. Most customers come by 2 persons as friends or schoolmates. Their expense is around 100-200 N.T. and main dining are coffee drinks and cakes and pastries. 3.There are significant differences in demographics, behavior patterns, life style and store image between two different kinds of coffee chain store.

碩士
中國文化大學
觀光事業學系觀光休閒事業管理碩士在職專班
104
Nowadays, coffee market in Taiwan has become a cultural phenomenon and even a growing commercial trend leading fair trade coffee shop into new development. For service industry, the expression of customer positive emotions always deeply influences consuming intention of customers and operation of coffee shops. Therefore, whether both sides can sustain longer relationships and customers can become loyal consumers of fair trade coffee shops, while utilizing customer positive emotions as a mediator to examine the relationship between relationship quality and place attachment, and further realizing customer’s perception of being subject to more influences on such a relationship, is a major issue that the study hopes to explore. This study aims at examining the relationship model of relationship quality to place attachment, and also the relationship between relationship quality and place attachment, as with customer positive emotions to be a mediator. Sampling the customers of fair trade coffee shop as research subject, this study releases 420 copies of questionnaires in total and collecting back 389 effective copies to reach 92.6% of effective collection rate. After the process of conducting questionnaire, this study proceeds with statistic analysis, including Descriptive statistics, Factoring analysis, Reliability analysis, Correlation analysis and Regression analysis. Research findings show that the relationships of relationship quality to place identity, place dependence and social bonding all appear positive, and meanwhile, relationship quality demonstrates positive relation with customer positive emotions. In addition, customer positive emotions show the mediating effect on relationship quality and place attachment, and relationship quality further reinforces customers’ place identity, place dependence and social bonding through the effect.

碩士
逢甲大學
土地管理所
98
Since 1992, chain coffee shops have started to import to Taiwan. For the past few years, some big scale chain coffee shops have expanded really fast. Therefore, they have become an important part in our daily life. However, the individual coffee shops in Taiwan already had a huge challenge before these chain enterprises entered the marketing of Taiwan. Due to the small scale, limited resources and lack of brand image, it is difficult for those individual coffee shops to imitate and learn the standardized service and the unity of products. By contrast, the individual coffee shops aren’t restricted by the system of chain enterprises. For this reason, the individual coffee shops could satisfy the needs of consumers, and create their own image and features. We can find the operators and the consumers have more opportunities to get in touch with each other from the operating features and styles of the individual coffee shops. Therefore, they have closer relationship mutually. From the study of the scholars before, the relationship is very important in Chinese society. The study could start from the point of Relationship Quality, and explore the connection between Relationship Quality of the individual coffee shops and the loyalty of consumers. Furthermore, we would like to discuss the influence of the Relational Selling Behaviors, Service Quality and Salesperson’s Attributes according to the operating features. This study is based on bibliographies and questionnaire survey. There are 472 questionnaires from 3 individual coffee shops. Among them, 429 questionnaires are available, and the available percentage of the questionnaires is 90.88%. SPSS is the application to analyze and gather statistics. The reliability analysis, descriptive statistic, regression analysis and Pearson correlation analysis were done from the samples. This study showed us : 1. Relational Selling Behaviors, Service Quality and the Salesperson’s Attributes had direct effect on trust of Relationship Quality. 2. Relational Selling Behaviors, Service Quality and the Salesperson’s Attributes had direct effect on commitment of Relationship Quality.3. Relational Selling Behaviors, Service Quality and the Salesperson’s Attributes had direct effect on satisfaction of Relationship Quality. 4. Relationship Quality had direct effect on the loyalty of consumers. 5. Relational Selling Behaviors, Service Quality and the Salesperson’s Attributes had direct effect on Loyalty.

碩士
國立高雄應用科技大學
觀光與餐旅管理研究所
106
Recently, Taiwan has been blowing a specialty coffee trend and more and more specialty coffee shops established. Accordingly baristas are the key factors and assets for speciality coffee shops to stand the fierce competition. How to keep baristas and make them willing to share knowledge becomes the real issues. As a result, the research aims to investigate the relationships among organizaion commitament、work passion and knowledge sharing. The research, by collectting on-line questionnaires on professional barista fb sites and utilizing data analysis techniques such as descriptive statistics, one-way ANOVA analysis, Pearson product-moment correlations and Regression Analysis, showed that there are significant differences among different demographic baristas in the " organizaion commitament " and " work passion ". Also higher organizaion commitament can lead to higher degree of knowledge, which is carried out through work passion. Finally managerial implications and suggestions for further researches are presented.

碩士
亞洲大學
休閒與遊憩管理學系碩士在職專班
105
Field firefighters usually perceive tremendous job pressure which mainly results from engaging in highly dangerous tasks, whole-day standing by and offering services, and overtime working. An increasing number of literature has investigated firefighters’ job pressure, but rare studies examined the impact of job pressure on the adopt of coffee leisure activity. Due to the prevalent trend of coffee leisure activity in Taiwan, this study attempts to discuss whether job pressure is the cause of engaging in coffee leisure activity for firefighters and to confirm whether coffee leisure activity facilities firefighter to obtain escapism leisure benefit. This study treats field firefighters in middle zone of Taiwan as research subjects and analyzes the data using descriptive statistics, factor analysis, and structure equation modeling. An analysis of 235 collected data finds that: First, only anxiety job pressure, rather than time job pressure, is positively related to coffee leisure involvement. In other words, firefighters will have increasing demands on coffee leisure activities when they feel more psychologically negative emotions from works. Second, coffee leisure involvement is positively related to escapism. Accordingly, firefighters can obatain escapism leisure benefit by engaging in coffee leisure activities. Third, given the same level of coffee leisure involvement, resondents who infrequently drink coffee can obtain more escapism leisure benefit than those who get used to drink coffee. This study suggests: First, the management can make firefighters feel escapism by meeting their demands of coffee leisure activities. Second, the management should support and promote coffee leisure activities, which future help firefighters to feel escapism and obtain leisure benefit in a brief time during 24 or 48 working hours. Third, the management can build a coffee climate which encouraging employees to engage in coffee leisure activities for obtaining more leisure benefits.

碩士
國立金門大學
國際暨大陸事務學系碩士班
101
The purpose of this study is to explore the relationship among business image, customer satisfaction, and customer loyalty to the features of customers in Xiamen. With more than 5,500 coffeehouses in over 50 countries, it’s clear that Starbucks coffee has occupied the highest perception in the world. But, it might change as the potential competitors such as convenient stores and chain fast food restaurants take part in this market. There are 1,300 questionnaires given, and 1,093 ones are collected. Deducting three inefficient questionnaires, the recovery rate is 84%. The major findings are the following in this study. Such as business image is really to affect customer satisfaction and to influent the customer loyalty. The outcome of this study shows the significance exits among business image, customer satisfaction, and customer loyalty.; however, the degree of relationship is different.

碩士
銘傳大學
企業管理學系碩士班
101
With the international as well as people change the eating habits. Coffee has become one of the most popular drinks in the people. And then there is an enormous business opportunities in the coffee industry. Internationally renowned chain brands, local coffee chain brands, even the convenience stores and local food and beverage industry have also branched out into a chain of coffee industry. With many brand competition and consumers have a great diversity of choices. Chain coffee operators need to think about how to strengthen customer loyalty and reduce its conversion to other coffee brand. Therefore construct high degree of relationship quality between the customer and the enterprise will be the key to maintaining customer loyalty. It is very important to understanding the impact between relationship quality and customer loyalty but this part of the study about what are the factors that will affect the customer relationship quality construct is relatively limited. Exactly what the essence of "customer equity", as well as the impact between relationship quality and customer loyalty should be clarified by more research. The objectives of the study are trying to use the customer equity perspective to find the impact of relationship quality and customer loyalty. The sample is collected from the customer of coffee chain brand. And then use descriptive statistics, reliability and validity analysis and hypothesis testing to find the connotation of customer equity and the management in the coffee chain industry.

碩士
台南應用科技大學
國際企業經營系碩士班
101
The purpose of this research was to investigate the relationship among consumer image brand, brand attitude, brand loyalty, and purchase intention for Starbucks and 85℃ café. The sample of this study consisted of 419 coffee devotees from Tainan City in Taiwan. The total of usable questionnaire was analyzed in this research by Independent-Samples T-test, ANOVA, Pearson correlation analysis, hierarchical multiple regression analysis, etc. The major findings are as follows: No matter for Starbucks or 85℃, brand Image has a positive impact on brand attitude, brand loyalty and purchase intention. Brand attitude has a positive impact on purchase intention. Brand loyalty has a positive impact on purchase intention. As to the mediated effect, in Starbucks, brand attitude plays complete effect between brand image and purchase intension, meanwhile brand loyalty also plays completely mediated effect between brand image and purchase intension. However, in 85℃, brand attitude plays partially mediated effect between brand image and purchase intension, at the same time, brand loyalty plays partially mediated effect between brand image and purchase intension. It indicated that the coffee purchase intention of consumer would be affected by brand image, brand attitude and brand loyalty. In the meanwhile, a fine brand attitude and brand loyalty will bring a positive impact to the organization whose brand image was already well-established. Therefore, this research would suggest the organization to have its own characteristic and strong brand image to compete with the other brands. Moreover, the organization must provide the perfect service, excellent quality to consumers, in order to increase the confidence of brand, obtain a higher positive evaluation, and decreasing the negative message. This will help the organization to establish its brand image, brand attitude and brand loyalty, and increase the consumer purchase intention, and introduce it to the potential consumers furthermore and develop more new clients of the organization. Finally, this research would provide the proposal for further reference of the new research afterwards.

碩士
聖約翰科技大學
企業管理系碩士班
100
With the recent fast growth in economy, people’s consumption power has increased greatly, which has caused various problems that endanger earth’s environment. In order to maintain a sustainable development of the earth, more and more people have started green consumption behaviors, in terms of paying slightly higher prices for environmental friendly products. In 2005, the concept of LOHAS （Lifestyles of Health and Sustainability） emerged in Taiwan. Taiwanese people not only paid more attention to one’s as well as one’s families’ wellness, but also to issues related to environmental sustainability. Hence, this research focuses on fair trade coffee, which emphasizes on the same concept of sustainability, and the relationships between consumers’ degree of LOHAS and green consumption behavior with fair trade coffee. The subject of this study will be between 20 to 40 years old coffee-drinkers in Taipei area. A questionnaire survey will be conducted to collect data from 394 effective samples. Data will be analyzed using SPSS software version 14.0 for analyzing relationships among consumers’ degree of LOHAS and demographic variable, the behavior of consumption of coffee, and the behavior of consumption of fair trade coffee, and the relationship among consumers' cognition of fair trade coffee, attitude, behavior and demographic variable, the behavior of coffee consumption, and the relationship between consumers’ degree of LOHAS and green consumption behavior of fair trade coffee. Overall, participants were found to have a considerable degree of understanding about LOHAS concept and practice. Yet, participants’ cognition of fair-trade seemed to be inadequate in general. As a result, participants’ support for fair-trade coffee and intention to purchase such products were found to be relatively low. Based on participants’demographic backgrounds, income and marital status were found to have significant influences on their degree of LOHAS. Age, educational background, and awareness of fair-trade coffee were found to have significant influences on their perception of fair-trade coffee. The frequency of weekly coffee drinking was found to have significant effects on their supportive behavior toward fair-trade coffee. Finally, significant positive correlations were found among participants’ level of LOHAS, understanding of, supportive attitude and behavior toward fair-trade coffee. Key words: Green Consumption, LOHAS, Fair Trade Coffee

碩士
萬能科技大學
經營管理研究所
101
In present society, people have higher consumption ability as well as living standards. Therefore, consumers are willing to spend the price in middle level at coffee shop. The main purpose of this study is to discuss whether the satisfaction of customers in coffee shop would affect their royalty. With domestic and foreign literatures, the relationship between the satisfaction of consumers in franchise coffee shop and their royalty is obtained. The study divided customer satisfaction into two parts, which were emotional satisfaction, behavior and cognitive satisfaction. Meanwhile, the customer royalty was divided into attitude royalty and behavior royalty. There was also a complete study structure established. The study mainly adopted the customers of franchise coffee shop as research subjects and proceeded researches and interviews via questionnaire survey method. There were total 450 questionnaire distributed, among them, 404 were effective questionnaires with effective rate 87%. After collection, the SPSS version 17.0 and AMOS 21.0 were applied for analysis. In addition, the descriptive statistics analyses, reliability analysis, cross analysis, confirmatory factor analysis and Structural. Equation Modeling (SEM) was further adopted for discussion. According to empirical results, the conclusions were found as follows: emotional satisfaction is highly positive to customer royalty, which means that customers would keep purchasing based on the atmosphere in shop or service attitude of the clerks. The behavior satisfaction is insignificant to customer royalty, which means that the consumption next time would not be affected by the price factor, eating environment and shop facilities. The cognitive satisfaction is also insignificant to the customer royalty, representing the consumption willingness of customers would decrease if the expectation to the shop is not achieved. The conclusions above are available to franchise coffee shop as references for marketing strategies and service quality improvement as well as the references and suggestions to academic researches in the future.

碩士
大同大學
事業經營學系(所)
102
With the advance of technology and the enhancement of material life, consumers are not only pursue products itself functional attributes but products which bring additional values and brand which provides experience. With time passing, these long-term brand experiences will store in the memory of consumers and thereby affect consumers’ satisfaction and loyalty (Oliver, 1997; Reicheld, 1996). With the coming era of brand experience, except for understanding the functional attributes of products, it is vital to explore that brings wonderful experiences for customers could obtain more positive influence. The research is mainly exploring the relationship between brand experience and loyalty, which include three steps of loyalty (cognition loyalty, affection loyalty and conation loyalty). Finally, we put a moderator, country affinity, to see whether country affinity will have the moderating effect or not. The participant is mainly focus on Starbucks consumers who over 25 years old in Taipei City. The total retrieve questionnaire is 343, after removing invalid questionnaire, the valid questionnaire is 312, and the valid questionnaire is 90.96%. The results show the effect of brand experience on three different kinds of loyalty have distinct results, especially the effect on affective loyalty and conative loyalty are influenced by satisfaction, which is inconsistent with former research. This conclusion helps to explain the former research studies which indicated that the direct or indirect effect of brand experience to loyalty. In addition, this research discovered that the effect of brand experience on affective loyalty and conative loyalty are influenced by satisfaction. The probable reason is that the effect of brand experience to loyalty may differ from products categorization. As for experience product of Starbucks, the effects of brand experience on affective and conative loyalty are through satisfaction. Thus, this research provides empirical support that “When exploring the effect of brand experience to loyalty should separate into three kinds of loyalty.” The result also discovers country affinity has the moderating effect between satisfaction and cognitive loyalty.

碩士
逢甲大學
景觀與遊憩碩士學位學程
100
1999, the 921 earth quake caused a huge damage to Gukeng’s agriculture. After the disaster, Gukeng residents turned to strive toward the development of leisure agriculture instead of traditional agriculture and they decided to start from coffee business. As time went by, the cluster of characteristic cafes which provide coffee products, beverages and foods and garden scenes was formed and made coffee industry become the emerging one in Gukeng Township of Yulin County. The objects of the study are mainly the cafe members of Huashan Leisure Industry Promotion Association, which can be classified into five categories: B&B, Restaurant, Souvenir Store, Cafe and restaurant fusion and Cafe and B&B fusion. This study is to examine the relationships between consumption preferences and satisfaction by analyzing tourists with different social and economic attributes. The study took customers of cafe and restaurant fusion and cafe and B&B fusion as the study samples, and there were 420 effective questionnaires collated. After referring to some relevant literature, the consumers’ preferences and satisfactions on cafe were measured by three dimensions including: coffee products, the environment attributes and the services. The collected 415 valid samples were analyzed by statistical methods including descriptive statistics, reliability analysis, t-test, ANOVA , Pearson’s product-moment correlation, canonical correlation analysis and important-performance analysis (IPA) . The study results have shown four major findings: 1. Consumers'' level of importance attached to consumption environment is significantly different among the vocation, and average monthly income. 2. Consumers’ satisfactions on consumption environment are significantly affected by their ages, educations, vocations, and residencies. 3. The results from Pearson’s product-moment correlation and canonical correlation analyses have shown that consumers’ preferences are significantly positive related to their satisfactions. 4. It is necessary to improve the quality of coffee products and consumption environment such as sanitation of lavatory and the clearness of indicative signs as well. 5. Besides, some suggestions are provided in this study to improve operations of Gukeng cafes.

碩士
淡江大學
管理科學研究所企業經營碩士在職專班
93
The study takes full range of leadership as research structure, and examines the relations of leadership style, subordinate emotional intelligence and leadership effectiveness in a coffee chain store. The study aims at understanding whether the organizational commitment and job satisfaction are highly significant correlated to leadership style. Also, observes the influence among leadership effectiveness, subordinate emotional intelligence and leadership styles. This study adopts a methodology of document analysis and surveys. It examines employees of a coffee chain store included individual background variables, emotional intelligence, job satisfaction (intrinsic satisfaction and extrinsic satisfaction) and organizational commitment (value, effort, and stay-in commitments). 191 questionnaires were sent out, 185 ones were back and valid with 97% of valid return. Using descriptive statistics, one-way ANOVA, Pearson’s product-moment correlation and Overals to analyze the data. Several findings are revealed from the analysis of the results: 1.The significant difference in subordinate emotional intelligence among diverse personal characteristics. - the hypothesis above is supported partially. 2.The significant difference in organizational commitment among diverse personal characteristics. - the hypothesis above is supported partially. 3.The job satisfaction had made significant difference among diverse personal characteristics. - the hypothesis above is supported. 4.The organizational commitment and job satisfaction are correlated to leadership style. - the hypothesis above is supported. 5.The organizational commitment and job satisfaction are correlated to subordinate emotional intelligence. - the hypothesis above is supported partially. 6.The variables of leadership effectiveness can be explained by leadership style and subordinate emotional intelligence - the hypothesis above is supported.

碩士
中原大學
室內設計研究所
91
Following economic growth and changes in dietary habits, coffee has already become the nation’s important link of dietary cultural. Today, going to coffee shops has already become a part of everyday social life. For today’s consumers, going to coffee shops is not just drinking coffee and eating snacks, in addition, appreciating the environment and atmosphere of the coffee shop is also an important purpose for them. In other words, the atmosphere created by the open space in the coffee shop is also the object sought out by consumers. This study takes individual coffee shops, that they are not part of chain stores, as the object of research. The purpose of this empirical study was to explore the relationship among store image, overall attitude, and loyalty of the coffee shop customers. This study is based on documentary and questionnaire surveys. Afterwards, the store image of individual coffee shops could be divided into six factors: product utensils, service & promotion, unique external appearances, effects of the design, functions in the store space, and environmental atmosphere.An investigation was conducted to the customers of three individual coffee shops. The data collected from 181 samples were analyzed in aid of SPSS computing software. The findings were as follows: 1. The factors of “space image” played important role in customers’ store image. 2. Five consumer attributes had significant effect on the intensity of belief toward some factors of store image. 3. The intensity of satisfaction and the overall attitude toward store image attributes had significant effect on the customer loyalty; there were significant and positive relations among store image, overall attitude, and customer loyalty. 4. For the store that won the highest intensity of customer loyalty, there were three predictive variables for customer loyalty, and all of them were factors of “space image”. These findings were expected to be helpful for the management and designing of a coffee shop.

碩士
國立高雄應用科技大學
國際企業系碩士在職專班
100
Recently, numbers of research were exploring the effects of brand image and price perception on the consumer purchasing intentions such as the relationship between price perception and purchasing intentions of consumers. In addition, some researches focused on the relationship of brand image and consumer purchasing intentions. Prior studies were less focused on the interaction effects of brand image and price perception on the consumer purchasing intentions. Thus, this research will explore the moderating role of brand image between the relationship of price perception and purchase intentions. This research appointed the “STARBUCKS”, an international multiple coffee shop with well-known brand image in Taiwan. The questionnaire were distributed to the college students who had ever bought the coffee drinks from STARBUCKS. The results showed that the price perception has positive relationship with the purchasing intentions, and brand image moderates the relationship between price perception and purchase intentions.

碩士
國立中山大學
傳播管理研究所
91
This research aims to realize the relationship between store image and consumer purchasing behavior of coffee chain store in Kaohsiung city. In order to paint a vivid picture of consumer behavior in Kaohsiung coffee chain store, this research tries to analyze the importance of store image and customer’s satisfaction. The research is only conducted in Kaohsiung area and the range includes some specific coffee chain systems that open above 5 stores in Kaohsiung. In this case, the research is focus on three coffee chain stores ：STARBUCKS, DOUTOR and BRUNCH . A total number of 315 effective questionnaires are collected until the end of April in 2003 . In this research, some attributes of store image are grouped into six dimensions. They are products, services, atmosphere, convenience, advertising，and promotion and solid equipment .The six-dimensional research structure contains 26 attributes which are measured by Likert Scale to understand the importance of store image ,customer’s satisfaction and total store image . The following are the results of this research ：one result shows the level of significance with regard to the differences between importance of store image and customer’s satisfaction. This reveals that customers dissatisfy with some attributes when they patronize coffee chain stores. The whole store image has positive correlation and level of significance with consumption, frequency of purchase and Re-patronage but doesn’t show the level of significance with staying time. The result shows significantly different with total store image and consumer’s satisfaction but doesn’t show significantly different with the importance of store image in different coffee chain stores. The research also reveals significantly the difference among consumption, re-patronage and companies yet the difference with frequency of purchase and staying time in different coffee chain stores. The last but not the least, in different coffee chain stores, the research has the education difference but not the difference with gender , marriage, age, occupation and income .

碩士
華梵大學
工業工程與經營資訊學系碩士班
104
This study aims to investigate the conditions of service quality, customer satisfaction and loyalty in coffee shops in Taipei City and New Taipei City. With questionnaire method, customized questionnaires were sent to investigate service quality, customer satisfaction and customer loyalty based on literatures and discussions. The study takes the customers in coffee houses in Taipei City and New Taipei City as research subjects, applying the method of stratified random sampling. The valid questionnaires are 300 and the valid response rate is 100%. The data analysis is finished by the methods of descriptive statistics, t-test, one-way ANOVA and structural equation model (SEM). The results are as follows: 1. The service quality will provide positive influence on customer satisfaction. 2. The customer satisfaction will provide direct and positive influence on customer loyalty. 3. The service quality will provide positive influence on customer loyalty. 4. The service quality will provide indirect and positive influence on customer loyalty through customer satisfaction. In conclusion, based on the findings and discussions, recommendations for practitioners and researchers were proposed for references in the future. Keywords: Service Quality, Customer Satisfaction, Customer Loyalty, Coffee Shops

碩士
銘傳大學
國際企業學系碩士在職專班
98
The American sociologist Paul Ray (1998) contends “LOHAS” as the newly developing lifestyle in recent years. He simply defines LOHAS as “one group of people treat the health and environment responsibility of themselves and their family as the first demand when making consumption decision.” As people begin to pay much attention to life quality, they gradually recognize the importance of “energy saving and carbon reduction.” Since people in the present day suffer from high pressure, we need to feel released from high tension by creating the outdoor activities in holidays. “The special coffee shops” based on the bikeways of Taipei suburbs provide this LOHAS phenomenon and service. Those coffee shops are characterized of healthy leisure, nature ecology, and human culture, which gradually become the new travel choice for our leisure time. The thesis mainly studies the following three issues. 1. We discuss the service quality that customers care much as the service quality is highly related to customer satisfaction and loyalty. Further, we intend to find “the relationship among service quality, satisfaction and loyalty.” 2. We try to know the different “LOHAS life styles” and “consumption experiences” of special coffee shops. 3. By analyzing different “LOHAS life styles,” we study the difference among “service quality, customer satisfaction and customer loyalty” of special coffee shops. The study is based on customers of one particular coffee shop in Bali as the practical targets. Result of the study shows that good service quality has positive influence on customer satisfaction and further positively affects the customer loyalty. Different LOHAS life styles result in different customer service quality, satisfaction and loyalty. If enterprises can well control their service quality, their image can be highly improved. Results of the thesis provide enterprises with another marketing method to enhance their service quality, customer satisfaction and loyalty.

碩士
國立交通大學
經營管理研究所
97
In the last few years, the domestic coffee chain store's competition is intense day after day, and brand strategy has become one of competitive advantages , Therefore this research expectation segments coffee chain store's market to understand that store image construction is taken specially by the consumer, use the store image which it takes seriously to carry on the benefit segmentation , and analyze the different benefit segmentation regarding the brand equity about cognition degree difference,Finally provides the coffee chain store entrepreneur with suggestion of marketing strategy 4P and the brand equity , they will be take it as reference of the differentiation in the future This research uses the Aaker’s brand equity to be main research framework, takes coffee chain store image and the Taipei consumer' feature as input variable, describes their relations between benefit segmentation and brand equity, and discusses them whether to have the remarkable difference. But the findings that the coffee chain store's benefit segmentation in the population statistic variable, the brand equity and the consume condition mostly has the remarkable difference.

碩士
美和技術學院
經營管理研究所
98
Brand has been more and more important than ever. Having a strong brand can be compared as a powerful weapon to enable an association to gain sustainable competitive advantages. A strong brand requires ever-protecting and ever-developing during the business cycle of any associations. A brand can be not strong in long term without being considered and improved perceived quality of its products or services, customer satisfaction, and customer loyalty as well as the positive effects of brand awareness. The aim of this study was to examine the influence of brand awareness on the relationship between perceived quality and customer satisfaction, which has been assessed by previous researchers in the service industry. The theory was illustrated in the case study of G7 brand, a famous instant coffee product in Viet Nam, which is facing the dilution of its brand. Survey method was used to achieve the purpose of the study, involving 300 Vietnamese coffee drinkers in Ho Chi Minh City. The research results of the study exposed the current Vietnamese customer’s perception of G7 coffee related to its customer satisfaction and suggestions how to improve customer satisfaction with perceived quality and brand awareness.

碩士
東吳大學
企業管理學系
106
Under the economic environment of high-flowing turnover rate, various industries have encountered the problem of how to retain and collect valuable human resources in order to resolve the matter of talent shortage. Yet, by acknowledging that the young millennial generation has become the main group resource of labor talents, organizations and companies are currently coming up with strategies to deal with these group of young employees for company benefits. As a result, this study aims to discuss the relationship among possible factors relating to millennial workers’ work values, job engagement and turnover intention in order to take a deeper look into one of the well-known coffee chain shops, 85℃ in Taiwan with the execution of quantitative questionnaire, which the data result allows people to fully understand the situation in accordance with how altered work value held by millennial generation significantly influence the production of their negative intention to resign currently engaging occupation. In conclusion, the study has the potential to offer a promising reference for existing industries or follow-up researchers who aim to penetrate deeper into similar topic in order to effectively resolve the issue of high turnover rate dwelling in modern economic society.

碩士
長榮大學
高階管理碩士在職專班(EMBA)
96
This study aims to explore the relationship among brand image, perceived value and brand loyalty for coffee chain stores and offer information for shop owners in making sales strategies. Of the 400 questionnaires sent to the ordinary consumers in the“85℃ Coffee Tea Cake Bread” with regard to the brand loyalty, 334 valid questionnaires were returned, with a valid return rate of 83.5%. Multiple statistics methods are employed in data analysis to comprehend and the conclusions of the research were summarized as follows: Recently, competition of any kind of brand coffee chain stores was drastically since then. So any coffee chain stores look for a favorable market niche. First of all, the primary marketing strategy shall promote the product good brand awareness. Without brand awareness, it is difficult to establish marketing communication. The second is how to maintain the brand image. Above two subjects will directly lead consumer to repurchase. Another word, they are positive to influence brand loyalty. Brand loyalty is also an important strategy of price advantage and market share. Therefore, the brand loyalty is a very important target to any coffee chain stores for long-term management. This research carries on the analysis using the structure equation model (SEM). The goal is studying for the brand image, perceived value and brand loyalty relationships and influence effect. The affiliation provides the field by the above analysis result to be the reference of marketing strategy.

碩士
龍華科技大學
企業管理系碩士班
107
This study is aimed at consumers who have purchased G7 coffee, using online questionnaires to conduct surveys, and research topics to explore the relevance of consumers who purchase G7 coffee in terms of perceived value, brand image, product involvement, and purchase intention. Questionnaires were conducted from March 28, 2019 to April 20, 2019, and 306 were actually collected, which were valid questionnaires and analyzed by SPSS statistical software. The statistical analysis used includes: project analysis, validity analysis, reliability analysis, factor analysis, descriptive statistical analysis, correlation analysis and regression analysis. According to the research motivation and research purpose, the results of actual investigation and research analysis are stated: 1. Product involvement has a significant positive impact on brand image and product perception value; dimension product involvement has no significant impact on purchase intention, indicating that a perfect product is involved in the brand image and product perception value has an improved effect.2. Brand image has a significant positive impact on product perception value; Wei brand image has no significant impact on purchase intention, indicating that the higher the brand image, the higher the product perception value.3. Product perceived value is significantly positively correlated with the willingness to purchase, indicating that the implementation of product perception value can significantly increase the willingness to purchase.4. The product involved has a partial mediation effect on the purchase intention through the brand image and product perception value.5. The brand image has an intermediary effect on the purchase intention through the product perception value.

碩士
中原大學
企業管理研究所
90
ABSTRACT Recognizing continuous good corporate image lead to high brand equity,many companies today are aiming for image strategy,brand equity and convert first-time customer into repeat customer. Base on the literature review and empirical observation,the purpose of this study was to specially understand the relationships among image strategy,brand equity and customer lifetime value in coffee chain industry.This dissertation also divided coffee chain industry into three types by degree of ownership concentration.On the basis of this category,it could examine the different relationships in three types of coffee chain industry. From this point of view,this proposed model was tested across four coffee chain stores in Taiwan(STARBUCKS, DANTE, KOHIKAN, IS).Furthermore,200 customers were requested to answer the questionnaire and the effective respondents were 189 sets.The complex data was collected and analysis by t-test and two-way factor ANOVA. The conclusion of this research are summarized as following： 1.The image strategy is significantly influence to brand equity. 2.There is the obvious relationship between brand equity and customer lifetime value. 3.Image strategy is significantly affect customer lifetime value. 4.To take account of the immediate variables as the coffee chain stores types,this study represents significant difference relationships among image strategy,brand equity and customer lifetime value.

碩士
中國文化大學
觀光事業學系觀光休閒事業碩士在職專班
105
According to TCFE (Taiwan China Stores and Franchise Association), the value of Taiwan’s Coffee industry is worth 60 billion in 2013. Metropolitan area covers the most of 60 percentages. People are likely to grab a cup of coffee one to four times a week. Even the economy has not seemed any better from before; people attend to coffee shop has become to a daily routine and it’s continue to grow. The competition between local coffee shop and international franchise coffee shop are impacting the quality and quantity of coffee in Taiwan. Since numbers of coffee shop are increasing in past several years, how to maintain customer support and sustainability are great concerns for many owner and coffee shops. This research are mainly focusing on the contrast to the characteristic of coffee and franchise coffee shop from related sources and studies. (Estimated survey will send: 600 pcs.). Four major categories of survey are: shop marketing, atmosphere, customer satisfaction, and potential of purchasing in future. These categories represent the importance for customers to attend a coffee and for owner to create quality image of brand and result in a large number of customer returns.