Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Design and Development of questionnaires 
The questionnaire was developed based on a comprehensive review from literatures. The questionnaire 
was consisted of three sections: the first section asked the brand attitude that included 17 items; the second section 
included 22 question items designed to discover the customers’ satisfaction, 18 questions to assess the satisfaction, 4 
questions to assess the revisiting behavior, and 6 questions to collect participants’ demographic characteristics, 
including gender, salary income, pocket money, place of residency, department and grade. The items were rated on a 
5-point-Likert scale ranging from 1 (strongly disagree or dissatisfaction) to 5 (strong agree or satisfaction). 
Data Analysis: The collected data were analyzed using Statistical Package for Social Science (SPSS) version 10.0. 
Descriptive statistics: The demographic information of the participants and the raking of brand attitude were 
summarized by descriptive statistics. Regression analysis: the relationship of brand attitude, customers’ satisfaction 
and revisit. Cronbach’s alpha was applied to test the reliability of each group. The brand attribute Cronbach’s alpha 
was 0.8283 and the consumer satisfaction Cronbach’s alpha was 0.8873. We used the expert validity including 2 
teachers and 2 coffee chain shop managers to evaluate the questionnaires. 
RESULT 
Descriptive statistics of the respondents were presented in Table 1. A total of 389 copies of 
questionnaire were collected. The majority of the students were female (56.3%). More than half (51.7%) of the 
Brand attitude 
-
cognitive 
-
affective 
-
conative 
Consumers’ satisfaction
Revisiting behavior 
H1 
H2
H3

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