Multivariate Statistical Model of College Students’ Purchase Decisions for Starbucks in Taiwan
The purpose of this study was to explore college students’ purchase behaviors using a multivariate statistical model. Because many college students today have part-time jobs, they have increased opportunities to consume higher-quality brands. In Taiwan, Starbucks is regarded as a high-quality coffee...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2023-06-01
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| Series: | Engineering Proceedings |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2673-4591/38/1/38 |
| _version_ | 1797580237509230592 |
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| author | Jen-Chieh Chung Ying-Hsiao Lai |
| author_facet | Jen-Chieh Chung Ying-Hsiao Lai |
| author_sort | Jen-Chieh Chung |
| collection | DOAJ |
| description | The purpose of this study was to explore college students’ purchase behaviors using a multivariate statistical model. Because many college students today have part-time jobs, they have increased opportunities to consume higher-quality brands. In Taiwan, Starbucks is regarded as a high-quality coffee brand, costing more than most local coffee brands. To clarify why such students in Taiwan are willing to pay more for Starbucks, data were collected from a sample of 402 college students. The results showed differences in purchase decisions between students majoring in different disciplines and lifestyles. The findings had theoretical and practical implications especially for the marketing strategy of the Taiwanese coffee industry. |
| first_indexed | 2024-03-10T22:47:19Z |
| format | Article |
| id | doaj.art-73a8743a58cb415ea37548a23a775fa9 |
| institution | Directory Open Access Journal |
| issn | 2673-4591 |
| language | English |
| last_indexed | 2024-03-10T22:47:19Z |
| publishDate | 2023-06-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Engineering Proceedings |
| spelling | doaj.art-73a8743a58cb415ea37548a23a775fa92023-11-19T10:34:11ZengMDPI AGEngineering Proceedings2673-45912023-06-013813810.3390/engproc2023038038Multivariate Statistical Model of College Students’ Purchase Decisions for Starbucks in TaiwanJen-Chieh Chung0Ying-Hsiao Lai1Department of Marketing and Logistics Management, Chaoyang University of Technology, Taichung 413310, TaiwanDepartment of Leisure Service Management, Chaoyang University of Technology, Taichung 413310, TaiwanThe purpose of this study was to explore college students’ purchase behaviors using a multivariate statistical model. Because many college students today have part-time jobs, they have increased opportunities to consume higher-quality brands. In Taiwan, Starbucks is regarded as a high-quality coffee brand, costing more than most local coffee brands. To clarify why such students in Taiwan are willing to pay more for Starbucks, data were collected from a sample of 402 college students. The results showed differences in purchase decisions between students majoring in different disciplines and lifestyles. The findings had theoretical and practical implications especially for the marketing strategy of the Taiwanese coffee industry.https://www.mdpi.com/2673-4591/38/1/38multivariate statistical modelbrand imagelifestyle |
| spellingShingle | Jen-Chieh Chung Ying-Hsiao Lai Multivariate Statistical Model of College Students’ Purchase Decisions for Starbucks in Taiwan Engineering Proceedings multivariate statistical model brand image lifestyle |
| title | Multivariate Statistical Model of College Students’ Purchase Decisions for Starbucks in Taiwan |
| title_full | Multivariate Statistical Model of College Students’ Purchase Decisions for Starbucks in Taiwan |
| title_fullStr | Multivariate Statistical Model of College Students’ Purchase Decisions for Starbucks in Taiwan |
| title_full_unstemmed | Multivariate Statistical Model of College Students’ Purchase Decisions for Starbucks in Taiwan |
| title_short | Multivariate Statistical Model of College Students’ Purchase Decisions for Starbucks in Taiwan |
| title_sort | multivariate statistical model of college students purchase decisions for starbucks in taiwan |
| topic | multivariate statistical model brand image lifestyle |
| url | https://www.mdpi.com/2673-4591/38/1/38 |
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