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

Figure 1 
Model development 
 
METHODOLOGY 
Sampling
One hundred copies of questionnaire were distributed for the purpose of pre-testing in May 2006. Based 
on the comments collected during the pre-testing period, a complete questionnaire was designed. A quota-sampling 
method was adopted for data collection. The questionnaires were collected in July from the student customers of one 
brand of coffee chain stores who studied in eight universities located in northern Taiwan. Of the 450 copies of 
questionnaires that were distributed, a total of 409 questionnaires were returned in which 20 were discarded due to 
excessive amount of missing data. The remaining 389 copies of questionnaire (86.4%) were coded and analyzed for 
the empirical investigation.