多項研究發現奢侈品與自信心之間存在著關聯性，其中包括咖啡消費行為和支持永續性的行為皆與其相關。然而，對於咖啡的消費行為、自信心和支持永續性之間的關聯尚未有明確的研究。因此，本研究旨在回答以下問題：

一、精品咖啡的消費行為與高自信心之間是否有關聯？
二、咖啡的消費行為與支持永續性的行為之間是否有關聯？
三、咖啡品質的感知度、價格、地點及促銷活動是否會影響到消費者對於咖啡的選擇？

此篇研究利用量化方式分析，以泰國市場為主，共蒐集了164 份線上問卷。分析結果發現，咖啡品質的感知度、咖啡價格和咖啡店的促銷皆對於消費者在咖啡的選擇上有顯著的影響。相比於一般咖啡的消費者，咖啡品質的感知度對於精品咖啡的消費者來說，具有更大的影響力。而對於一般咖啡的消費者來說，咖啡價格的影響力最大。與精品咖啡的消費者相比，咖啡店的促銷活動對於一般咖啡的消費者來說，有更大的影響力。其次，咖啡的消費行為也與消費者的自信心有關。研究結果發現，喝精品咖啡的人自信心比喝一般咖啡的消費者來的高很多。另外，自研究結果也可得知，飲用一般咖啡的消費者對永續發展的支持度較低。消費精品咖啡的人對於支持永續性的行為較高。然而，地點（咖啡店的位置）並不影響消費者對於咖啡的選擇。

Several studies have found a connection between luxury product and level of self-confidence. This includes coffee consumption behaviors and support sustainability behaviors, however, the connection between types of coffee consumption, self-confidence and support sustainability has not been clearly studied. Thus, this research has the purpose to answer the following research questions:

I. Whether perceived quality, price, place of coffee shop and promotional activity affect choice of coffee consumptions?
I. Is there a connection between premium coffee consumption and high level of self-confidence? III. Is there a connection between types of coffee consumption and support for sustainability?

Analysis of quantitative data collected from 164 online surveys in Thailand found that perceived coffee quality, coffee price, and coffee shop promotion have significant impact on the choice of coffee consumptions. The perceived quality of coffee has a significantly greater impact on the selection of premium coffee consumers than standard coffee consumers. While the perceived price of coffee has an impact on local coffee consumers number one. This was followed by consumers of standard coffee and premium coffee respectively. Coffee shop promotion perceptions had a significantly greater impact on the selection of standard coffee consumers than premium coffee consumers. Next, different types of coffee consumption led to different levels of self-confidence. People who consumed premium coffee had significantly higher levels of self-confidence than those who consumed standard coffee. Finally, those who consumed local coffee had the least support sustainability behavior. Those who consume premium coffee have the most support sustainability behavior. However, place (location of coffee shop) does not affect choice of coffee consumptions.

Table of Content

Thesis Validation Letter i
Acknowledgement ii
中文摘要 iii
Abstract iv
Table of Content vi
Table Listings ix
Chapter 1: Introduction 1
1.1 Research Motivation 1
1.2 Research Background 2
1.3 Research Purpose 3
1.3.1 Research Questions 3
1.4 Research Contribution 3
Chapter 2: Literature review 4
2.1 Coffee market 4
2.2 Coffee types (Classification) 5
2.3 Consumer behavior 6
2.3.1 Personal preferences 6
2.3.2 Economic attributes 8
2.3.3 Country of origin 9
2.3.4 Coffee attributes 10
2.3.5 Lifestyle & occasion 12
2.4 Self-Confident 13
2.4.1 Self-efficacy 13
2.5 Sustainability 14
Figure 1: Research Model 16
Chapter 3: Methodology 17
3.1 Research Approach 17
3.2 Measures and Questionnaire 17
3.3 Sample 18
3.4 Research ethics 21
Chapter 4 Data analysis and result 22
4.1 Descriptive Statistic 22
4.1.1. Test of reliability of scale 23
4.2 Group Difference 24
4.2.1. Factors affecting the choice of coffee consumption 24
4.2.2. Self-Confidence and Support sustainability 27
Chapter 5: Discussion and Conclusion 31
5.1 Research Conclusion 31
5.2 Research Implications 32
5.3 Limitation and Future Research 33
5.4. Summary of research objectives and research contribution 34
Reference 36
Appendix I 46
I. Questionnaire introduction 46





Table Listings


Table 1. Coffee consumption preference 19
Table 2. Demographic background 19
Table 3. Descriptive Statistics of factor 23
Table 4. Reliability of statistics 24
Table 5. One-way ANOVA 27
Table 6. One-way ANOVA 29
Table 7. Result of hypothesis 30

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