Paper Title
Brand Imagination and Perceived Value on Customer Consumption Behavior: As an Example of Coffee Shops

This study aimed to investigate the effect of brand image and perceived value on consumers when choosing between the three major coffeehouse chains and other coffeehouse brands. The questionnaire was developed based on dimensions of consumer background variables, brand image, and perceived value. A total of 250 consumers were randomly sampled for this study. Statistical analysis was carried out using independent sample t-test, one-way analysis of variance (ANOVA), Scheffe's post hoc test, regression analysis, and other methods. According to the research results, the following conclusions are presented as follows: 1. The three major coffeehouse chains are more acceptable to consumers compared with other coffeehouse brands. 2. Consumer variables, including gender, age, education level, and occupation, do not affect their choice of coffeehouse brands. 3. Consumers, despite their choice of coffeehouse brands, prioritize the functionality in brand image, which refers to the stability of product quality, followed by the reliability of the brand's services. 4. Consumers, despite their choice of coffeehouse brands, prioritize the professional image of the service staff in terms of perceived value, followed by whether the brand has a good reputation and is worthy of consumers' trust. Finally, specific suggestions are made according to the conclusions of this study, providing references for coffee businesses and future researchers interested in this topic. Keywords - Brand Image, Perceived Value, Coffee Chain, Consumer, Coffeehouse