the finding of the interviews (see the description under 4.1). In this study, 62.4% and 60.7% put health benefits and fair price into consideration respectively. Opinions were divided between those who agreed and disagreed (52.2% and 47.8%) on “sales and advertisement” being the reason that affected people when choosing their beverages. The fewest number of agreements occurred in the areas of “beauty benefits”, “vogues and fashion” as well as ”religious belief”. These factors were ranked the last three in the priority of important reasons. Less than half (45.3%) of the total respondents considered “vogues and fashion” an influencing factor of choosing beverages. That is to say, more than fifty percent (53%) of coffee people and only 39.7% of tea people made their agreements on vogues and fashion that caused them to select their beverages during afternoon teatime. With the development of capitalism and the prosperity of the economy, coffee has become one of the modern drinks in Taiw-