dining environment for customers as illustrated in Tan’s observation and interview with the owners of coffee shops in Tainan and Kaohsiung (1999). When consumers think about choosing a shop for teatime, they not only care about a delicious meal and the price, but they also highly consider the environment and atmosphere of the shop. For example, the exterior features of a building, the uniqueness of the interior decoration, the atmosphere of warm color lights and soft music, and the attitude and efficiency of waiters and waitresses are all considered. It would be highly possible that the senses of sight, sound and smell would also influence what people choose for the kinds of beverages during their teatime. Approximately two thirds (68.1%) of the participants considered “effect of alertness and refreshment” an important factor in beverage selection. More than two thirds (69.3%) reported being influenced by their friends when choosing a beverage, which is proven to correspond with