台灣的咖啡產業發展蓬勃且競爭激烈,為了吸引顧客上前消費,企業需要從顧客權益著手,才能提高公司的總價值。因為平價品牌崛起，台灣的星巴克推出買一送一的促銷方式，吸引許多消費者購買，但近年來買一送一活動變得更加頻繁，導致大眾對星巴克品牌看法有所改變，此外，星巴克會員的顧客權益是否受到買一送一活動的負面問題影響，導致降低了購買意願。
本研究以台灣星巴克公司為例，探討買一送一活動影響顧客權益的三個面向(價值權益、品牌權益、關係權益)，進而带動消費者的購買意願,並進一步探討會員是否為干擾買一送一與顧客權益之間的因素。進行研究架構模型與問卷的設計，透過社群平台的網路問卷調查，共回收472份有效問卷。
經由研究分析發現，共得出以下四點結果：（1）買一送一對顧客權益有正向影響（2）顧客權益對購買意願有正向影響（3）顧客權益在買一送一與購買意願之間有中介效果影響（4）會員在買一送一與顧客權益之間具有干擾效果影響。因此，本研究認為企業想要提升短期的銷售量時，可以採用買一送一的促銷方式，但應避免買一送一造成的負面問題(品質下降、等候時間過久)，並持續經營與顧客的長期關係。

The coffee industry in Taiwan is booming. In order to attract customers to the store, companies need to start with customer equity. Because of the rise of affordable brands, Starbucks in Taiwan implemented a buy one get one free promotion, which attracted many consumers. However, the promotion has become more frequently in recent years, which may lead to difference in the public's perception of the Starbucks brand, and whether the customer equity of Starbucks’ members will be influenced by the potential problems of promotion, resulting in lower purchase intention.
This research takes Starbucks in Taiwan as an example, discussing whether buy one get one free have direct impact on purchase intention and if value equity, brand equity, relationship equity, three main drives of customer equity mediates the relationship between buy one get one free and purchase intention. Second, exploring whether membership interferes with the between buy one get one free and purchase intention.472 valid questionnaires were collected eventually.
The results showed that:(1) buy one get one free has positive effect on customer equity;(2) customer equity has positive effect on purchase intention; (3) customer equity has significantly mediating effects between buy one get one free and purchase intention;(4) membership has significantly moderating effects between buy one get one free and customer equity. Overall, this research suggests that when companies want to increase short-term sales, they can use the buy one get one free promotion. However, the negative problems caused by buying one get one free should be avoided, and the relationship with customers should be continued.

論文審定書 i
誌謝 ii
摘要 iii
英文摘要 iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 2
第四節 研究流程 3
第二章 文獻探討 4
第一節 星巴克公司 4
第二節 買一送一 5
第三節 顧客權益 6
第四節 購買意願 9
第五節 忠實顧客(會員)的重要性 10
第六節 假說發展 11
第三章 研究方法 15
第一節 研究架構 15
第二節 研究變數之操作型定義 16
第三節 問卷設計 19
第四節 資料蒐集方法 20
第五節 資料分析方法 21
第四章 實證研究與分析 22
第一節 敘述性統計分析 22
第二節 驗證性因素分析 29
第三節 假設檢定 31
第五章 結論與建議 34
第一節 學術意涵 34
第二節 管理意涵 35
第三節 研究限制與後續研究方向 36
參考文獻 38
附錄 研究問卷 46

一、 中文文獻
統一星巴克官網(2020年)取自http://www.starbucks.com.tw
許士軍(1987年)管理學。台北：東華書局。
財政部統計處(2018年) 97-107年咖啡豆進口量成長2.1倍，今年進口量規模可望接續107年再創新高。取自https://www.mof.gov.tw/multiplehtml/271
經濟部統計處(2019年) 飲料店業積極拓點，營業額逐年攀升，預期106年將突破500億元。取自https://www.moea.gov.tw/Mns/dos/bulletin/Bulletin.aspx?kind=9&html=1&menu_id=18808&bull_id=6099
數位時代(2020年) 讓頂級鐵粉更有感！全新「星禮程金星禮」上線，星巴克會員經營再升級。取自
https://www.bnext.com.tw/article/57067/starbucks-rewards-app
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