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 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.