2.4. 2 Consumer Characteristics
Technology civilization has dramatically changed human lifestyles and work methods. Human interaction has gradually
decreased due to the growing popularity of internet, fax, and mobile phones. However, the rise of coffee shops happened
to provide people another option, as a third area of space besides the office and home. Bringing people’s relationships
closer, coffee perfectly satisfies modern people’s demands for social opportunity and social location. Wang (2000)