網路與資訊科技的日新月異，消費者對於產品或服務有了更多選擇，此外咖啡餐飲服務業的競爭也越來越激烈，業者紛紛提出不同的服務型態來吸引顧客。對咖啡餐飲服務業者來說不但要留住現有的顧客，更重要的是創造新的客源。由於顧客對於服務業的滿意度將是他們再度光臨的重要因素，因此，消費者會藉由業者所提供之服務是否能滿足需求來進行是否再度光臨的評估。本研究將從消費者之觀點並針對咖啡餐飲業所提供之服務作為研究問卷的考量點，以瞭解顧客對咖啡餐飲業者所提供之線上服務是否會影響消費者對服務場景及提供者態度之評價，進而影他們的忠誠度。本研究將採用問卷調查法以進行實證研究，並依問卷回收之資料進行統計分析，而樣本為曾至台灣咖啡餐飲業消費經驗之顧客，經由統計軟體 SPSS 和SmartPLS來分析問卷結果，以了解線上服務、服務場景、服務提供者及顧客忠誠度四者之關聯性。本研究期望能藉由此問卷調查結果，來證實各構面間的關聯性影響大小與各假設是否成立，以供業者來評估何種線上服務較能滿足顧客需求、提高顧客忠誠度，保有舊顧客、創造新客源。
研究結果發現， (1)咖啡餐飲業者提供線上服務，會使消費者對於服務場景與服務提供者態度有正向之影響進而提高顧客忠誠度，因此服務場景與服務提供者態度呈現部分中介，而線上服務會直接影響消費者再度光臨的意願，意即咖啡餐飲業者所提供之線上服務越能滿足消費者的需求，會提升顧客忠誠度；(2)當消費者感受到的整體服務場景與服務提供者態度用心程度與舒適度越高，消費者所產生的滿意度及忠誠度會越高，對於再度光臨的意願會相對的提升。

As the internet becomes more and more sophisticated and information technologies are getting improved, consumers are getting more options to select in service industries. The coffee shop industry is an excellent example of useing the internet along with several technologies to boost marketing endeavors. It’s important for the coffee shop industry to attract new customers and retain the existing customers. However, consumers usually value the service provided by the restaurants that are able to meet the needs of customers. We select the coffee shop industry as the scope of this research, targeting café’s such as Starbucks, Dante and Ikari. The descriptive SEM analyses are used to validate the conceptual relationship model based upon relevant literature to assess consumer demand for services and draw further insights regarding managerial strategies. The results show that the coffee shops with online services provided will have a positive impact on consuners for the servicescape, provider attitude and customer loyalty.

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中文部分
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蕭文龍(2013)。統計分析入門與應用—SPSS中文版+PLS-SEM(SmartPLS)，台北市，碁峰出版

網頁部分
85度C：http://www.85cafe.com/
HiNet：http://www.hinet.net/
丹堤咖啡：http://www.dante.com.tw/
怡客咖啡：http://www.ikari.com.tw/main.php
統一星巴克：http://www.starbucks.com.tw/home/index.jspx
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