鑒於近年台灣咖啡崛起，各地開始舉辦咖啡生豆評鑑，咖啡生豆媒合也愈趨熱絡，逐漸建立起自身的媒合機制。阿里山每年咖啡生豆媒合的總金額與總公斤數近倍數成長。可見台灣咖啡的質地與風味有別於以往。咖啡媒合不僅可創造買賣雙方的交流，亦可促進後續互動，但往往因媒合機制的不熟悉，導致買家跑到現場後卻無法媒合成功，吸引不到合適的買家，無法有效媒合。

本研究整理相關文獻，列舉可能影響參與者結果滿意度之因素進行分析與研討，探討『服務品質』、『關係品質』、『消費者過程滿意度』、『拍賣策略』、『涉入程度』及『咖啡生豆偏好』等因素是否會直接影響參與者結果滿意度。以網路雲端方式進行問卷調查，回收有效問卷共計150份。

研究結果顯示，「服務品質」、「參與者過程滿意度」、「咖啡生豆偏好」對於參與者結果滿意度為正相關。顯示相較於關係品質、拍賣策略與涉入程度，對於服務品質、參與者過程滿意度以及咖啡生豆偏好的掌握程度，才是真正影響參與者結果滿意度的主要因素。

With the rise of coffee in Taiwan, coffee green bean evaluations have been held in various places and their own matching mechanisms have been established. The total amount of coffee green bean partnering in Alishan each year has nearly doubled partnering kilograms and total amount. The texture and flavor of Taiwanese coffee are different from the past.

Coffee green bean partnering not only can communicate with buyers and sellers, but also promote to catch up with each other after partnering. Due to the unfamiliar partnering mechanism, buyers cannot match successfully when they go there also cannot effectively match.

This study sorts out relevant literature, lists factors that may affect participants’ satisfaction with results for analysis and discussion, "Service quality", "Relationship quality", "Consumer purchase intention", "Bidding strategies", "Involvement" and "Coffee green" Whether these factors will directly affect the satisfaction of participants' results. Questionnaire surveys were conducted online and a total of 150 valid questionnaires were collected. The research results show that "Service quality", "Consumer purchase intention", and "Coffee green bean preferences" are positively correlated with participants' satisfaction with results. It shows that compared with Relationship quality, Bidding strategies and Involvement, the mastery of Service quality, Consumer purchase intention, and Coffee green bean preferences are the main factors that really affect the satisfaction of participants' results.

目錄
論文審定書 i
致謝 ii
摘要 iii
ABSTRACT iv
目錄 vi
圖次 viii
表次 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 1
第三節 研究流程 2
第二章 文獻探討 5
第一節 服務品質 5
第二節 關係品質 5
第三節 消費者過程滿意度 6
第四節 消費者結果滿意度 7
第五節 拍賣策略 8
第六節 涉入程度 9
第七節 咖啡生豆偏好 10
第三章 研究設計 12
第一節 研究架構與假設 12
第二節 操作型定義及衡量方法 13
第三節 問卷架構 17
第四章 實證分析 20
第一節 樣本特性分析 20
第二節 項目分析-獨立樣本T檢定 30
第三節 信度分析 35
第四節 效度分析及研究構面相關分析 37
第五節 消費者對結果滿意度之分析 46
第六節 人口統計變數 49
第五章 結論與建議 113
第一節 結論 113
第二節 管理意涵與研究建議 115
參考文獻 118
附錄 123

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