Mei-Jung (Sebrina) Wang, Emmanuel Kwame Opoku, Aaron Tham
{"title":"在台湾的社会文化背景下探究 Z 世代消费者对特色咖啡的偏好","authors":"Mei-Jung (Sebrina) Wang, Emmanuel Kwame Opoku, Aaron Tham","doi":"10.1108/yc-08-2023-1844","DOIUrl":null,"url":null,"abstract":"\nPurpose\nThis study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types in Taiwan.\n\n\nDesign/methodology/approach\nSamoggia and Riedel’s (2018) theoretical framework is adopted to examine the concepts of interest. A mixed method approach comprising interviews and experimental taste tests was used to collect data from Gen-Z specialty coffee consumers in a purposive sampling manner.\n\n\nFindings\nThe findings suggested the effect of price elasticity of demand where specialty coffee was perceived as an expensive commodity by young consumers, and hence, not a regularly purchased item. Nevertheless, specialty coffee was linked to health benefits, and a signal for conspicuous consumption – where café experiences facilitated self-promotion on sites like Instagram and Facebook. Finally, the findings alluded to a potential gender effect, with more female young consumers likely to consume specialty coffee as compared to their male counterparts.\n\n\nOriginality/value\nThis study is located within the context of Taiwan, which has been a tea-dominated consumption landscape for numerous decades. The use of an experimental design also presents a unique angle to elucidate sensory elements surrounding specialty coffee as a research design for Gen-Z research projects. The study points to the relevance of social context in the consumers’ behavioural patterns, which has been largely implicit within consumer behaviour scholarship.\n","PeriodicalId":46660,"journal":{"name":"Young Consumers","volume":"109 8","pages":""},"PeriodicalIF":3.5000,"publicationDate":"2024-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Exploring Gen-Z consumers’ preference for specialty coffee in the socio-cultural context of Taiwan\",\"authors\":\"Mei-Jung (Sebrina) Wang, Emmanuel Kwame Opoku, Aaron Tham\",\"doi\":\"10.1108/yc-08-2023-1844\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\\nPurpose\\nThis study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types in Taiwan.\\n\\n\\nDesign/methodology/approach\\nSamoggia and Riedel’s (2018) theoretical framework is adopted to examine the concepts of interest. A mixed method approach comprising interviews and experimental taste tests was used to collect data from Gen-Z specialty coffee consumers in a purposive sampling manner.\\n\\n\\nFindings\\nThe findings suggested the effect of price elasticity of demand where specialty coffee was perceived as an expensive commodity by young consumers, and hence, not a regularly purchased item. Nevertheless, specialty coffee was linked to health benefits, and a signal for conspicuous consumption – where café experiences facilitated self-promotion on sites like Instagram and Facebook. Finally, the findings alluded to a potential gender effect, with more female young consumers likely to consume specialty coffee as compared to their male counterparts.\\n\\n\\nOriginality/value\\nThis study is located within the context of Taiwan, which has been a tea-dominated consumption landscape for numerous decades. The use of an experimental design also presents a unique angle to elucidate sensory elements surrounding specialty coffee as a research design for Gen-Z research projects. The study points to the relevance of social context in the consumers’ behavioural patterns, which has been largely implicit within consumer behaviour scholarship.\\n\",\"PeriodicalId\":46660,\"journal\":{\"name\":\"Young Consumers\",\"volume\":\"109 8\",\"pages\":\"\"},\"PeriodicalIF\":3.5000,\"publicationDate\":\"2024-01-09\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Young Consumers\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/yc-08-2023-1844\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Young Consumers","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/yc-08-2023-1844","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Exploring Gen-Z consumers’ preference for specialty coffee in the socio-cultural context of Taiwan
Purpose
This study aims to explore factors that affect gendered consumption (male and female), willingness to pay (economic attributes) and the socio-cultural context of Gen-Z consumers towards specialty coffee as compared to other types in Taiwan.
Design/methodology/approach
Samoggia and Riedel’s (2018) theoretical framework is adopted to examine the concepts of interest. A mixed method approach comprising interviews and experimental taste tests was used to collect data from Gen-Z specialty coffee consumers in a purposive sampling manner.
Findings
The findings suggested the effect of price elasticity of demand where specialty coffee was perceived as an expensive commodity by young consumers, and hence, not a regularly purchased item. Nevertheless, specialty coffee was linked to health benefits, and a signal for conspicuous consumption – where café experiences facilitated self-promotion on sites like Instagram and Facebook. Finally, the findings alluded to a potential gender effect, with more female young consumers likely to consume specialty coffee as compared to their male counterparts.
Originality/value
This study is located within the context of Taiwan, which has been a tea-dominated consumption landscape for numerous decades. The use of an experimental design also presents a unique angle to elucidate sensory elements surrounding specialty coffee as a research design for Gen-Z research projects. The study points to the relevance of social context in the consumers’ behavioural patterns, which has been largely implicit within consumer behaviour scholarship.