4. Research Discussion
4.1 Statistical Data and Review of Literature
The main purpose of this research is to analyze the benefit of purchasing such products and compare the difference
amongst a variety of consumer characteristics through the benefits that consumers pursue in coffee shops. In the analysis
process, the study also attempted to explore the relationship between selected chain coffee shops’ current situations and
consumer activity. Referencing the dimensions and key elements of the chain coffee shop’ characteristics as proposed by
Wang (2000), 8 of the forming factors are proposed for further reference, which are shown in the table 6.