Consumer Behavior in Multi-Channel Coffee Franchising Systems:A Comparative Study in Two Countries

  • 黃 氏秋紅

Student thesis: Master's Thesis


The aim of this study was to identify the influence of environmental characteristics: complexity and order on consumer’s emotional states and consumer behavior in muulti-channel coffee franchise In doing so this study applied M-R model to operate a conceptual model with environmental stimuli emotional states: arousal pleasantness and approach/ avoidance behavior Firstly through qualitative method researchers developed full measurement for environmental characteristics known as complexity and order After having fully measurement the study was conducted though 04 small groups (Taiwanese vs Vietnamese) x (Online vs Offline) Moderating impact of each individual’s motivational orientation and regulatory focus were also investigated Additionally we took individual approach towards one of national culture: indulgence to more understand its moderating impacts on consumer behavior Summary and comparison between findings of 04 groups were made to achieve more comprehensive understanding about the study’s findings
Date of Award2015 Jul 17
Original languageEnglish
SupervisorJeng-Chung Chen (Supervisor)

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