In recent years, people’s lifestyles have gradually transformed due to the influence of Western culture. During times of
poor economies, the number of café customers does not decrease; the rise of budget coffee shops actually increased the
consumption craving. It Indicates that consumers buy products and services, not only the function-oriented
problem-solving, but also in the display of personal taste, the pursuit of the feelings of stimulation or touch people's
hearts, we can see the stage of the evolution of economic value, has the goods of goods and services evolve to the
experience economy. (Schmitt, 1999) Through the 21st century, the current coffee shops in Taiwan can be separated into
three major systems. The first system focuses on décor and atmosphere, with mainly on-site consumption, with mid- to
high-level price range chains such as Starbucks, IS, and Barista. The second system has simple décor that focuses on
takeout, with reasonable pricing, such as 85°C, convenience store cafés (e.g. City Café) and other chain systems. The
third system is specialty coffee shops possessing individualization and emphasizing craftsmanship. Due to the ripple
effect of the financial crisis, budget coffee’s inexpensive satisfaction quickly and conveniently received consumer’s
support