Abstract
This study takes non-chain characteristic coffee shop entrepreneur as the object of research, based on open-ended question to do interview research. The mainly purpose of this study is to explore the searching process of entrepreneurial motivations and resources micro-entrepreneur in this industry This study is based on documentary and interview data analysis results. Afterwards, the research results could be divided into two parts, entrepreneurial motivations and entrepreneurial resources. The entrepreneurial motivations showed: 1. There’s no apparent relationship between opening a characteristic coffee shop and whether entrepreneurs have catering experience. 2. Most of the characteristic coffee shop entrepreneurs want to make customers feel relax and comfortable. 3. Many characteristic coffee shop entrepreneurs want to combine local culture, community and consuming customs. 4. Not all of entrepreneurs want to keep expanding their enterprises or make a new branch. This phenomenon is relevant to pull factors. 5. Most of the characteristic coffee shop entrepreneurs open their enterprises from pull factors, so they didn’t choose chain store to operate. The entrepreneurial resources showed: 1. Many entrepreneurs use human and material resources from their family to open enterprise.2. Because entrepreneurs didn’t choose chain store to operate, connections and word of mouse are important for them.3. Because entrepreneurs didn’t choose chain store to operate, they usually met problems of build their new training and marketing activities. 4. Not the entire phenomenon in theory of opportunity and constrain are the same with results of study. 5. Many objects of study are stay in the first stage(entrepreneurial stage) of the growing enterprise. They keep trying to combine the enterprise with local culture, attract twice-consuming and develop new products, don’t intend to expand their enterprises instead. This study brings out some suggestions for the micro-entrepreneurs and characteristic coffee shop executives in the end, which can be the resource and data reference for future entrepreneurs and researchers.