Taiwan has experienced several colonial changes in the past, which has influenced and filled this piece of land with
diversely rich culture and has also triggered Taiwanese people to easily accept and experience foreign cultures and
products. Ever since the Executive Yuan announced formal implementation of two-day weekends starting on New Year’s
Day of the following year in 2000, the time that people can freely allocate increased. Coupled with the changes in
economy patterns, the increase in personal income per capita, and the acceleration of Westernization, significant changes
in people’s diet habits were promoted. In recent years, due to the changes in people’s lifestyle and dining habits, the
number of coffee drinkers in Taiwan has been rapidly increased. As for the highly competitive coffee shop market,
according to coffee shop chains operators, the market size is at least NT$25 billion to NT$30 billion annually. Amidst
this massive market, coffee shop chains are not only a business territory every conglomerate and food-related enterprise
is actively striving to participate in, but is also chosen to be the business with the most potential among franchise chain
industry surveys (Lin, 2000). Additionally, as the income per capita increases in Taiwan, the development of domestic
coffee shops from the individual café in the early stage into large-scale operations of coffee shop chains has brought new
competitive landscape to the coffee industry. Operators initiated the trend of using budget coffee shop chains to increase
consumption willingness (Yo, 2003). Amongst them, ‘drink coffee’ is a classic example. The style of cafés in Taiwan is
constantly changing, from the artistic café that positions itself with artists as its main clientele to the gradually developed
music cafés, which are followed by cafés with superior décor and atmospheres that are great for conversations, to finally
the introduction of internationally-renowned branded cafés.