Factors Affect College Students' Intention to Purchase Starbucks Café Products

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Published Mar 31, 2016
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volume 4, Issue 3, March 2016

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Chin Min Lin
Ri Jen Fang
Chung Chia Hsu
Ya Ping Hsu
Yun Ho Chen
Yu Cheng Lo
Ya Hsuan Chang

Abstract

This article intends to explore the reasons that affect college students' intention to purchase Starbucks café products in Taiwan. This study investigates 224 participants who come from different colleges and are of different majors to discover the factors that affect students' frequency of Starbucks visit. The hypotheses of this study are to explore the effects of brand image, guaranteed quality, reasonable price, delicious meals, shop equipment and quality of service factors on Starbucks visit frequency. The study utilized correlation and regression to measure how much there are variation in dependent variable (Starbucks visit frequency) due to change in one or more independent variables.

               

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How to Cite
Lin, C. M., Fang, R. J., Hsu, C. C., Hsu, Y. P., Chen, Y. H., Lo, Y. C., & Chang, Y. H. (2016). Factors Affect College Students’ Intention to Purchase Starbucks Café Products. The International Journal of Business & Management, 4(3). Retrieved from https://www.internationaljournalcorner.com/index.php/theijbm/article/view/126270