2.4 Consumer Motif
2.4. 1 Consuming Situation
Engle and other scholars proposed that consumer behavior refers to all kinds of activity involved when consumers obtain
and handle any goods or services, including any decisions before and after these activities (Engel et al, 1995). Lan (2004)
proposed that the consuming situation factors when consumers select chain coffee shops offering magazine reading
services can be separated into the three factors of ‘overall atmosphere’, ‘magazine reading’, and ‘decoration service’, as
perceived by the consumers at these chain coffee shops. Study results of the effect that different demographic variables
have on consumer situation factor’s importance levels have shown that married consumers specially emphasize ‘overall
atmosphere’ and ‘decoration service,’ while consumers in commerce industries emphasize ‘magazine reading.’ Under the
scenario of different experiences, consumers’ emphasis levels on the consuming situation factors would vary. Results
showed that consumers with different experiences do not have significant differences in their emphasis levels towards
consuming situation factors at chain coffee shops offering magazine reading services, which exemplifies that all
consumers view these three factors as equally important.