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Table 1
The socio-demographic characteristics of students
Variable Items
Number
Percents(%)
Male 170 43.7
Gender
Female 219
56.3
≦
10,000
101 26.0
10,001
～
20,000
58 14.9
≧
20,001
29 7.5
Salary income
(NT$)
none 201 51.7
≦
5,000
157 40.4
5,001
～
10,000
145 37.3
Pocket money
(NT$)
≧
10,001
87 22.4
North of Taiwan
290
74.6
Middle of Taiwan
48
12.3
South of Taiwan
46
11.8
Place of residency
East of Taiwan
5
1.3
Tourism 35
9.0
Information system
95
24.4
Media
56
14.4
Business 111
28.5
Arts 60 15.4
Law 16 4.1
Department
Language 16
4.1
Freshmen 16
4.1
2
nd
year
51
13.1
3
rd
year
86
22.1
Grade
4
th
year
236
60.7
Table 2
The mean value for the brand attribute
Brand attribute
Mean
S.D.
Cognitive component
3.1984
.46682
Affective component
3.2549
.50844
Conative component
3.0756
.56326
2007 Annual International CHRIE Conference & Exposition
199
Total
3.1822
.43800
Table 3
Factors Affecting brand attribute to customers’ satisfaction
Variable
Standardized Beta
Coefficient
T value
Significance
Cognitive component
0.193
3.889
0.000
Affective component
0.390
8.063
0.000
Conative component
0.296
7.066
0.000
Note: Multiple R=0.756; adjusted R
2
=0.569;F=171.706; Significance F=0.000
Table 4
The regression analysis of brand attitude, consumers’ satisfaction and revisiting
Dependent variable -Independent
variable
Adjusted R
2
Standardized Beta
Coefficient
T Value
Result
Customers’ satisfaction -Brand
attribute
0.567 0.754
22.553***
Accept
H1
Revisiting
-Customer’ satisfaction
0.385 0.622
15.624***
Revisiting 0.386
-Brand attribute
0.072
1.197
Reject H3
-Customers’ satisfaction
0.567
9.374***
Accept H2
***P<0.005
DISCUSSION
From the results of the example, the affective component is the most important factor of the three that
affect the brand attribute. One of the most dramatic findings is that providing high levels of comfort reduces the
price sensitivity of customers (Barsky and Nash, 2003). Good service, friendly and relaxing were the important
factors for the students. The coffee shops provide a more important value than other restaurants with respect to the
comfortable space. To be successful in the coffee store business, an effective marketing mix is important. With the
advancement in technologies, automated coffee brewer and coffee machines can help to ensure the consistent quality
of the coffee. However, the human element is also very important in controlling. The coffee chain stores have
already provided coffee master training to their employees to raise the quality standard of the coffee being served in
the coffee chain stores.
In Taiwan, the scale of coffee beverage market in the college areas keeps expanding. Most of the coffee
shops only provide minimum services and the service style is almost comparable to fast food restaurants where
customers order and pick up their food and beverage at the cash register counter and then proceed to the sitting or
dining area for their enjoyment. Therefore, it will be relevant to see if customers’ selection criteria for the fast food
restaurants are similar to selecting chained coffee stores (Lo et al., 2005). The average price of meals in coffee shops
is higher than that of the fast food, thus, different profile shall be offered to the coffee shops managers. The
restaurateurs should focus more on advertising food quality for first time patrons who do not have prior information
then those that already have awareness about the restaurant. Its value, location, atmosphere and food type may be
strong factors creating repeat patronage. Information sources from friends and relatives were the most important
sources that influence the choice of restaurants. “Good word of mouth” may be very important.
Income and convenience are the important factors in understanding consumer behavior regarding the
choice of food (Hsu and Huang, 2005). The university students are supposed to have less money or more price-
sensitive considering their economic status, because they do not have fulltime jobs. Consumers, especially students,
are concerned about prices. More experienced customers are looking for reasonable prices by evaluating the quality
and quantity of the products as well as quality of service, in which they try to find the value for the money paid, it is
something that can attract and retain customers. When customers become more sophisticated, plus the increase of
competition, they may be looking for more than just an excellent core product and service, a better environment and
other value-added service will be important in the future. A positive relationship between consumers’ evaluation of a
brand and attribute intention toward the same brand (Laroche et al., 2005). Also, attitudinal loyalty measurements
provide more insight about the possible reasons a customer demonstrates brand loyalty. A customer may be driven
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