近年來臺灣咖啡市場經營形態多元，但咖啡廳消費族群偏向年輕化。此外，文化創意是近年來臺灣發展的主軸，也是年輕消費族群喜愛的休閒主題；以文創為主題的咖啡廳也日益增加。故本研究欲了解文青咖啡廳主要消費族群特徵與場所吸引條件為何？！
本研究採問卷調查法，針對臺中地區2間「卡啡那 Caffaina Coffee」文青咖啡廳的消費者進行調查，以立意抽樣方式進行實地及網路抽樣。研究工具主要修正自王怡雯(2010)與李子和(2011)所編製的「消費行為量表」與「場所意象量表」，共2份量表(計有38題)。回收有效問卷150份，資料以SPSS統計軟體進行描述與推論統計分析。
文青咖啡廳的消費族群多為受過高等教育的年輕女性，大部分在20至28 歲間(46%)，但29歲以上甚至是45歲以上的族群比例也不低(38%)。「親友聚會」(113次)、「享受空間氣氛」(51次)是來店消費理由；而「氣氛」(100次)、「咖啡」(67次)、「甜點」(59次)是主要的消費考量。因此，文青咖啡廳不只是年輕族群喜愛，也受到不同年齡族群青睞。本研究建議文青咖啡廳經營者可針對「女性」、「跨年齡層」、「餐點口味」與「氣氛塑造」這四大重點做為主要經營與行銷方針擬定。
Nowadays, the market of coffee in Taiwan is multiple, but the cafe consumer groups tend to younger. Furthermore, “Cultural and Creative Industry” is the main point in Taiwan’s development, this industry theme of café is fast-growing period recently, it usually focus on most young customer. This research is to know what are the cafe consumer groups’ feature and the reason why the place catch those customers’ eyes.
The research uses the questionnaire survey procedure, look into the customers in Taichung two branch of “Caffaina Coffee Gallery ” , collected by field work and mail. One hundred and fifty valid questionnaires were returned. Significant results were as followed:
The art café customers mostly are higher education young woman, located at twenty to twenty-eight tears old(46%), besides more than twenty-nine and forty-five years old consumer groups are not low(38%). The reasons why customers come to the café are “get together with family”(113times) and “enjoy the place atmosphere”(51times) . The important considers reasons are “atmosphere”(100times), “coffee(67times)” and “desserts”(59times). As the result, the art café not only attract to young consumer group but also other ages consumer groups. This research suggest the art café businessman can against to “woman”, cross age bracket”, “food” and “atmosphere” this four key points to manage and marketing.
