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論文中文名稱:Applying TAM to Examine the Adoption of the Drip Coffee, the Consumer Behavior of Central American and Taiwanese Consumers in the Taiwanese Market. [以論文名稱查詢館藏系統]
論文英文名稱:Applying TAM to Examine the Adoption of the Drip Coffee, the Consumer Behavior of Central American and Taiwanese Consumers in the Taiwanese Market. [以論文名稱查詢館藏系統]
院校名稱:臺北科技大學
學院名稱:管理學院
系所名稱:管理國際學生碩士專班 (IMBA)
畢業學年度:102
出版年度:103
中文姓名:馬逸凡
英文姓名:Luis Fernando Mayorga Sequeira
研究生學號:101988018
學位類別:碩士
語文別:英文
口試日期:2014-06-30
論文頁數:105
指導教授中文名:林鳳儀
指導教授英文名:Fengyi (Frances) Lin
口試委員中文名:葉清江;劉芬美
口試委員英文名:Ching-Chiang Yeh;F. May Liou
中文關鍵詞:Technology Acceptance ModelDrip Coffee BagTaiwanese Coffee MarketNicaraguan CoffeeConsumer Behavior
英文關鍵詞:Technology Acceptance ModelDrip Coffee BagTaiwanese Coffee MarketNicaraguan CoffeeConsumer Behavior
論文中文摘要:The aim of this research study is to investigate what is the impact-perception of coffee consumers when they try a new way to taste coffee, drip coffee bag. The purpose behind doing so is to provide appropriate information about how successful this invention is. Furthermore, this study will help Centro American coffee producers and those who commercialize coffee to find a new way to add value to their coffee by applying the drip coffee technology and introduce it into the Taiwanese market or even in their own market.

This study involves extended Technology Acceptance Model (TAM) to investigate what are the factors that coffee consumers have when they want to repurchase the drip coffee bag after it has been tried. The use of this model will provide an understanding of what really drives the intention of consuming drip coffee bags across Taiwanese and Centro American coffee lovers.

To achieve the main objectives of this study, we adopted TAM to analyze the acceptability of new technology and used SEM (Structural Equation model) for an empirical analysis. The results demonstrated that the proposed model successfully accounts what affects Taiwanese and Central American drip coffee bag consumers. Also, our study confirmed and compared earlier results from previous researchers and proposed a solid model that can be used for further studies.
論文英文摘要:The aim of this research study is to investigate what is the impact-perception of coffee consumers when they try a new way to taste coffee, drip coffee bag. The purpose behind doing so is to provide appropriate information about how successful this invention is. Furthermore, this study will help Centro American coffee producers and those who commercialize coffee to find a new way to add value to their coffee by applying the drip coffee technology and introduce it into the Taiwanese market or even in their own market.

This study involves extended Technology Acceptance Model (TAM) to investigate what are the factors that coffee consumers have when they want to repurchase the drip coffee bag after it has been tried. The use of this model will provide an understanding of what really drives the intention of consuming drip coffee bags across Taiwanese and Centro American coffee lovers.

To achieve the main objectives of this study, we adopted TAM to analyze the acceptability of new technology and used SEM (Structural Equation model) for an empirical analysis. The results demonstrated that the proposed model successfully accounts what affects Taiwanese and Central American drip coffee bag consumers. Also, our study confirmed and compared earlier results from previous researchers and proposed a solid model that can be used for further studies.
論文目次:ABSTRACT iii
TABLE OF CONTENT iv
LIST OF TABLES vii
LIST OF FIGURES viii
DEDICATION ix
ACKNOWLEDGEMENT x
Chapter I Introduction 1
1.1 Research background 1
1.2 Statement of Research Problem 5
1.3 Motivation of the Research 6
1.4 Objectives of the study 7
1.5 Empirical Method 8
CHAPTER 2 Literature Review 10
2.1 Overview of TAM 10
2.1.1 Comparison of Studies Based on TAM 14
2.2 Taiwan’s Coffee 16
2.3 Nicaraguan’s Coffee 17
2.4 Drip Coffee Bag 19
2.4.1 Brands of Coffee in the Taiwanese Market 23
2.5 Factors effecting the behavior of coffee consumers 27
2.5.1 Perceive Product Quality (coffee) 28
2.5.2 Origin of the Coffee Perspective 29
2.5.3 Price 30
2.5.4 Design 31
2.5.5 Brand Reputation 32
2.5.6 Convenience 33
2.5.7 Contextual of Experience 34
2.5.8 Perceive of Enjoyment 34
2.6 Structural Equation Modeling 35
CHAPTER 3 Research Methodology 38
3.1Research Questionnaire Design 38
3.1.1 Study of Design Survey 38
3.1.2 Survey content 40
3.1.3 Data Size and Selection 44
3.2 Data Collection and Measurements 46
3.3 Research Model 48
3.4 Hypothesis Development 51
CHAPTER 4 Data Analysis 60
4.1 Data Analysis 60
4.2 Hypothesis Test 63
4.3 Results 66
CHAPTER 5: Conclusions, Contributions and Suggestions 73
5.1 Conclusions 73
5.2 Research Significant and Contributions 75
5.3 Research Limitations 76
5.4 Suggestions 77
References 79
Questionnaire 83
Appendix A 84
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