After the life styles changed in Taiwan in 1980s, drinking coffee becomes a trend with the internalization and liberalization of society. The drastic increase of the number of people studying abroad, the acceleration for westernization in the society, the transformation of job market structure, the raising number of sales type office workers and SOHO, and the implementation of five-day week are reasons why the coffee market is considered with promising opportunity (Yang, 1999). On the other hand, relative information also shows Taiwan’s “coffee goers” is growing; from 1994 to 2000, the market share of canned coffee has been growing with the rate of 4.28% yearly. The main reason for youngsters to prefer canned coffee over ground coffee and instant coffee is due to it slow price and convenience of drinking. New products of canned coffee have been launching in recent years, and the frequency of related commercials is only increasing. Therefore,this study tried to understand the preference of youngsters nowadays, and to help businesses seize the key factors of consuming behaviors in an ever growing market of Taiwan.