an. A coffee chain store owner, Hsu Kuang Yu, points out that Starbucks from the United States has built up a unique image for coffee by their advertisements and exhibitions (Chien, 2003). However, the result of this research showed that “vogues and fashion” was proved to be a weak attributing factor. This situation may be influenced by the agricultural background of Taiwan. This finding of the present research fails to completely agree with that of Chien’s study (2003) which indicated that it is due to the psychology of the consumers who pursue trendy brands and the phenomenon of westernization of Taiwan’s society.