Tea or Coffee: A Study of the Beverage Choice Pattern and its Affecting Factors at Teatime in Kaohsiung, Taiwan
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Asia Pacific Management Review (2007) 12(4), 245-257
Tea or Coffee: A Study of the Beverage Choice Pattern and its Affecting Factors at
Teatime in Kaohsiung, Taiwan
Shao-Wen Su*
Department of Applied Foreign Languages, Cheng Shiu University, Taiwan
Accepted June 2007
Available online
Abstract
This paper aims to understand the decision making process of people in the Kaohsiung area with regard to their preference of tea or
coffee. The contributing factors behind consumers’ decision-making are further investigated. This paper also looks into the frequency of
tea and coffee consumer teatime habits and consumer demographic structure. The relationship between tea and coffee consumers in rela-
tion to their reasons of consuming decision-making is studied. The issues as to whether demographic variables influence the decision-
making and consuming reasons are also examined. A questionnaire survey was adopted in our research, which utilizes statistical analyses.
The sample was comprised of 316 people living in Kaohsiung. The main findings are: 1) Tea was preferred by most individuals. 2) Ap-
proximately 72% of the sampled subjects in Kaohsiung area have a teatime habit every week (21.5% more than 3 times a week, along
with another 50.9% fewer than 3 times per week). 3) Males were older and had higher incomes than females; also, males were involved in
teatime activity more frequently than their female counterparts. 4) The main factor when selecting tea or coffee was “flavor and taste”
followed by “atmosphere and environment”. 5) Respondents who preferred tea held a significantly higher level of agreement in the areas
of “fair price”, “health benefits”, “friends’ influences”, “beauty benefits”, and “religion” as influencing factors of the beverage selection
compared to those who opted for coffee. Meanwhile, coffee consumers put more emphasis on “effect of alertness and refreshment” and
“atmosphere and environment.” 6) Significant discrepancies existed among different demographic subgroups, based on gender, age, in-
come and occupation variables in relation to certain consumption patterns. The findings of the study lend themselves to reference for
teatime and café industry professionals.
Keywords: Beverage choice; Coffee; Consuming behavior; Consuming frequency; Consumer structure; Tea
1. Introduction the associated impressions. Shen (2001) surveyed coffee
shops from a cultural perspective. The historical role the
In recent years, people in Taiwan have increasingly
coffee shops in Taipei played in the developmental proc-
valued their leisure time. In the past, people could only
ess of Taiwanese literary public sphere was investigated.
afford adequate clothing and food. As a result of the in-
The attention to tea seems to be relatively less attended or
crease in the gross national income, the standard of living
otherwise neglected. The direct comparison between tea
has been elevated. People have become more and more
and coffee in the field of consumption patterns is also
concerned about material comforts and emotional well-
scarce. In the beverage consumption, coffee, a western
being. A popular leisure activity is teatime. At teatime,
product, seems to be replacing tea as a leading beverage in
one can feel refreshed after a stressful workday.
teatime activities in Taiwan. This present paper uses sta-
As teatime has thrived in Taiwan in recent years, the tistical analyses to examine the decision-making processes
consumer market for coffee has grown accordingly. Many of people in the Kaohsiung area as to whether tea or cof-
types of cafés (Japanese, American and Italian) have been fee is their preference. The contributing factors behind the
opened (Chuang, 2002). Over the last five years, this trend decision-making are further investigated. The paper also
has triggered the interest of researchers (Li, 1985; Wang, looks into the frequency of consumers’ teatime habit and
2000; Lin, 2000; Chuang, 2002; Chien, 2003) in investi- demographic structure. The relationship between tea and
gating coffee chain market and consuming behavior. coffee consumers in relation to their reasons of consuming
Cheng (2002) examined the management situation of ser- decision-making is studied. Furthermore, the issue as to
vice quality in coffee chain shops in Taipei, along with whether the demographic variables influence the decision-
factors affecting the service quality. Lin (2005) focused making is also examined. The findings of this study lend
her research in a case study on spatial design of cafés and themselves to reference for teatime and café industry pro-
* Corresponding author. E-mail: shaowen_su@yahoo.com.tw
245Shao-Wen Su/Asia Pacific Management Review (2007) 12(4), 245-257
fessionals. peror who was renowned for his wisdom in science be-
lieved that the safest way to drink water was by first boil-
2. Literature Review
ing it. With exhilaration, he then found the enticing aroma
2.1 The Phenomenon of Tea Time in Taiwan of tea with excellent flavor.
Teatime became a popular activity in nineteenth- Despite the veracity and variances of the legends, the
century England (Bastiaans, n.d.). Interestingly, China fact is that the Chinese have enjoyed tea for centuries.
was involved in the developmental background of British Drinking tea has embodied the elevation and cultivation of
tea with the earliest British tea coming from the western human body, spirit and mind. The nobility considered the
regions of China. consumption of good tea as a reflection of their social
status. The common people simply enjoyed its flavor and
In Taiwan, teatime has become prevalent and popular
the culture it represented and permeated in life.
over the past 50 years (Chen and Lin, 2001). Many differ-
ent teatime styles are being developed extensively in Tai- Tea is the source of culture, representing the cultiva-
wan, with choices of various drinks. Taiwanese consum- tion of law and order and inspiring and integrating schools
ers seem to be flexible with different styles of teatime. of philosophy like Confucianism, Taoism and Buddhism
That is to say, consumers in Taiwan do not merely follow (Chen et al., 2003). Profound as it is, Chinese tea culture
the afternoon tea style and rules that have spread from has influenced and spread to countries like Japan and Ko-
Western countries. The choice of beverages for afternoon rea, let alone Taiwan, by means of religious and academic
tea seems to be influenced by many distinctive factors, exchanges. Likewise in Taiwan, tea, as an important bev-
such as the flavor of beverages (as mentioned in Huang, erage, has been cultivated successfully for more than 120
2004), the environment where people have their teatime years since Ching Dynasty (Chen et al., 2003).
(as mentioned in Chien, 2003), the influences of close
2.3 Benefits of Drinking Tea
friends or colleagues (as mentioned in Chuang, 2002;
Wang, 2000), social orientation (as mentioned in Chien, In addition to featuring its legendary, philosophical
2003) and price consideration (as mentioned in Chuang, and cultural traits, tea has become well-known for its
2002; Lin, 2000). Also, Taiwan’s self-styled afternoon pharmacological properties since its discovery, which
teatime is a phenomenon that has become more and more contains various medicinal substances and is ranked as a
popular. leading health-giving substance in traditional Chinese
medicine.
2.2 Tea Culture
Scientific research is now proving that tea is effective
The phenomenon of teatime in Taiwan is also con-
in a variety of health conditions owing to Polyphenols
nected to tea culture in China. The Chinese are credited
which are the antioxidants present in tea (Chen et al.,
for the development and cultivation of tea and the meth-
2003). Tea has an effect on hypertension, circulation, cho-
ods of its early preparation and use. Moreover, tea was
lesterol, diabetes, the brain, strokes, the kidneys and the
already treated as a saleable commodity as early as 2000
skin, because of its antioxidants, anti-inflammatory, anti-
years ago (Zhang and Mao, 2006).
viral and anti-bacterial qualities (Harra, 2001).
Tea has played a significant role in Chinese culture
Additionally, drinking tea is an attribute of anti-
for centuries as a staple beverage, a curative, and a symbol
cancer benefits (Fujiki et al., 1999). According to Ameri-
of status; moreover, it is also attributed to religious and
can Institute for Cancer Research, there is a negative cor-
royal origins (Zhang and Mao, 2006). Tea is the substance
relation between drinking green tea and contracting can-
of Chinese myth and legend. According to Chinese leg-
cers; drinking several cups of green tea each day can pre-
ends, an emperor of China, called Shennong, was credited
vent cancers (Liu, 2005). It is found that one form of cate-
with identifying hundreds of medicinal and poisonous
chins in green tea, called epigallocatechin gallate (EGCG),
herbs by personally testing their properties by chewing
can destroy cancer cells before they start growing. It is
their leaves, stems and roots, which was crucial towards
inferred that EGCG possesses functions to isolate certain
the development of traditional Chinese medicine. He was
proteins in cells and prevent them from developing tumors
later dubbed as “the Divine Farmer” in Chinese legends
(Liu, 2005).
(Zhang and Mao, 2006). It is believed that he discovered
tea as an antidote to some seventy toxic herbs; after being With anti-aging effects, tea, especially green tea, is
poisoned, he would chew tea leaves to detoxify the poi- also noted for a low mortality rate and longevity. Green
sons (Wang and Liu, 1992). A belief by Buddhists is that tea contains catechin polyphenols, which are antioxidants
the Buddha discovered tea. Another ancient Chinese leg- that slow aging (Cooper et al., 2005). Dangerous to
end also assumes that an emperor discovered tea around health, high cholesterol can cause arteriosclerosis, hyper-
5,000 years ago (Virtual Green Tea House, n.d.). The em- tension, breast problems, diabetes, myocardial infarction,
246Shao-Wen Su/Asia Pacific Management Review (2007) 12(4), 245-257
as well as other diseases. Green tea has potent Vitamin C addition to offering fine sweet bakery, light meals and
that helps lipid peroxides and helps reduce cholesterol. great coffee along with other hot or cold drinks (e.g. tea,
Ingesting Vitamin C not only helps deprive of suffering chocolate), an essential part of a coffeehouse from its be-
from the diseases but also prevents aging. Therefore, ginnings has functioned as a public, sociable place where
drinking several cups of tea may result in protecting people enjoy various activities, such as congregating,
health and prolonging life because tea can lower choles- chatting, writing, reading, playing games, or even whiling
terol levels and prevent arteriosclerosis and hypertension away time individually or in small groups. This tradition
(Lin, 1996). continues on with any degree between cemeterial tranquil-
ity, urban hustle and enthralling cultural events (Café,
Green tea is also beneficial to weight control. A re-
n.d.). In small cities a coffeehouse is functioned as a
cent study (Nagao et al., 2005) published in the American
venue where messages might be circulated. American
Journal of Clinical Nutrition indicated that the ingestion of
coffee shops are also often associated with jazz and acous-
a tea rich in catechins leads to both lowering of body fat
tic music, played either live or recorded in shops.
and of cholesterol levels. Green tea contains rich catechin
polyphenols that boost metabolism, accelerate the burning However, it was not until thirty years ago that the
of fat calories in people who are overweight and, therefore, culture of cafés arrived in Taiwan. The main reason of the
cause weight loss (Alfonso, 2004). Green tea also blocks late introduction is that the culture of tea was long-
absorption of bad fats (i.e. saturated and trans fats) by 30 standing in Taiwan. Another reason is that coffee was
percent, while theonine promotes calmness and improves something that not everyone could afford due to its expen-
the mood (Perricone, 2001). sive price. Nowadays, with the culture interflow between
the east and the west, coffee has become a very common
Moreover, tea possesses beauty benefits. Initial ex-
beverage and coffee shops and cafés have been springing
periments show that tea's antioxidant properties help fight
up all over Taiwan, especially in metropolitan areas. The
ultraviolet rays and help prevent sunburn, wrinkles and
culture of coffee spreads to Taiwan along with the café
even skin cancer (Mukhtar et al., 1994). Although green
tradition where people in Taiwan relax in their leisure
tea leaves have been shown to help prevent skin diseases
time.
in mice, research has not yet been done on humans (Kati-
yar, 2003). It is cautioned that green tea is a preventive With the help of advertising promotion, people in
step, not a cure, for skin cancer. And it is not clear if ap- Taiwan now consume a large amount of coffee. Accord-
plying tea to the skin is the same as drinking it. However, ing to an investigation in 1997 that was published by the
inconclusive research does not stop green tea from being Council of Agriculture in the Executive Yuan, canned
used in more and more skin products, including lotions, coffee was second in the market for packaged beverages,
creams, bath and shower washes and shampoos (Rosen, only slightly behind bottled water (Zhang, 2004). “If I am
2002). not at home, I’ll be at the café; if I am not at the café, I am
on the way to the coffee shop. Even if I am busy, I still
Wang Chun-Chin who established Wang Te Chuan
want to have a cup of coffee with you.” (quoted in Zhang,
teahouse said, “Tea beverages are the exclusive product of
2004). Slogans for coffee—if they are catchy enough—
elderly people’s stereotype” (quoted in Li, 2004). Indeed,
often become part of our culture, though the message we
tea is not only an indispensable agricultural product in the
receive may be subliminal.
history of Taiwan, but also has a close relationship with
Taiwanese of all times. In the 1960’s and 70’s, Taiwanese Over the past ten years, the culture of cafés has tre-
people always had a pot of tea with friends when they mendously impacted Taiwan’s dietary habits. Many cof-
finished their work in the evenings (Li, 2004). If someone fee shop chains have dropped their prices in order to ex-
claimed that he grew up with drinking tea all the time, no pand their consumer base and to continuously appeal to
one in Taiwan would doubt about it. customers with low prices (Zhang, 2004). Besides, some
proprietors have combined coffee with meals to promote
2.4 The Growth of Coffee Consumption in Taiwan
their business. In this combination, coffee seems to only
As a popular beverage, coffee is long-standing in his- play a supporting role as a beverage, a dessert, after a
tory and often associated with the culture of cafés. It is meal. People who drink it in this way do not care as much
said that coffee originated from Ethiopia and has spread to about its quality. As the tastes of Taiwanese people keep
the rest of the world via Egypt and Europe since its dis- pace with their increased earnings, the requirements for
covery that dated back to as far as the 9th century (Debry, coffee are changing. People demand not only high quality,
1994). Coffee ingestion on average amounts to around a full-flavored coffee, but also the convenience, style and
third that of tap water in most of North America and atmosphere (Zhang, 2004) of coffee shops where they can
Europe (Coffee, n.d.). In 2002 in the US alone, coffee enjoy all the comfort, relaxation, peace and quiet (Tan,
consumption was 22.1 gallons per person (Coffee, n.d.). In 1999) as well as “leisure and carefree” experience (Lin,
247Shao-Wen Su/Asia Pacific Management Review (2007) 12(4), 245-257
2005). erage provided by the Taiwan Coffee Association (Taiwan
Coffee, n.d.), there are one hundred and fifteen coffee
In addition, there are surprisingly healthy advantages
shops in Kaohsiung (latest update 2006/04/03). This does
about coffee and caffeine. Caffeine appears to have
not include mobile coffee shops and the small cafés
some protective effect against liver damage, Parkinson’s
throughout Kaohsiung. Moreover, coffee consumption in
disease, diabetes, Alzheimer’s, gallstones, depression and
Taiwan is growing at a rate of 120 percent annually ac-
maybe even some forms of cancer (Nolan, 2001). Coffee
cording to statistics from the Taiwan Coffee Association
comprises various substances, some of which are antioxi-
(Yu, 2004).
dants, which could explain part of its protective effect
against diseases. Especially, coffee has been proved to The rapid growth of coffee shops seems to imply that
have the effect of mind alertness and refreshment, with coffee plays a big role in Kaohsiung’s modern lifestyle.
caffeine that can stimulate the central nervous system in Drinking a cup of coffee conjures up a kaleidoscope of
the cerebrum, put the nervous system on the alert and scents and feelings (Giuliano, 2006). We seek to deter-
keep the mind awake; it helps improve reaction time, vigi- mine whether coffee, a western product, is gradually re-
lance, attention and logical reasoning (Viola, 2005) so that placing tea, an Asian local product, in teatime activities in
people can concentrate on jobs being performed well and Southern Taiwan. Do most people in Taiwan choose cof-
increases their working efficiency. fee instead of tea for their afternoon teatime or vice versa?
Intriguingly, what are the impelling reasons for people to
Coffee can enhance mental performance as illustrated
make their choices? Are there any significant differences
by scientific studies. According to some research ad-
between choices of tea and coffee in relation to the rea-
vanced in the American College of Radiology’s annual
sons? Furthermore, does demographic information play a
meeting in Chicago, fifteen men voluntarily ingested 100
big role in influencing the choices of the respondents as
milligrams of caffeine, about two cups of coffee, and then
well as the reasons of the decision-making? These are the
their short-range memory was tested (Lemonick, 2006).
questions this paper endeavors to investigate.
Consequently, the scientists scanned their cerebrum with
functional magnetic resonance imaging (MRI) and found 3. Methodology
that the anterior cingulated cortex and the prefrontal cor-
This research paper investigates the selection of bev-
tex had increased activity (Lemonick, 2006). This means
erages along with the consumer structure and teatime con-
the activity of cerebrum increased. This caused the nerve
sumption behaviors in Taiwan, using Kaohsiung area as
system to be alert, which then secreted epinephrine. This
an example.
is how caffeine helps people concentrate more on their
jobs. Austrian scientists also reported that the equivalent A questionnaire inquiry along with an informal, ran-
of two cups of coffee boosts short-term memory signifi- dom interview was used in this survey. One set of ques-
cantly (Lemonick, 2006). Strengthening concentration, tionnaires with a four-point likert rating scale was de-
enhancing memory and, as a result, increasing working signed to collate data from the sampled subjects. The
efficiency might be the common reasons why people drink questionnaires were pilot tested by 10 college students
coffee at teatime. enrolled in a two-year night program in a technology uni-
versity in Kaohsiung to ensure that the questionnaires
However, coffee is found detrimental to health in
were of relevance and clarity. The Statistical Package for
some areas. Coffee raises levels of cortisol and insulin
the Social Sciences (SPSS 10) system was utilized for
hormones that accelerate aging and store body fat (Virtual
both descriptive and analytic statistics analyses. Descrip-
Green Tea House, n.d.). Initial studies suggested that
tive statistics of mean, standard deviation and frequencies
caffeine might lead to bladder cancer, high blood pressure
were reported. Rank ordering based on the mean ratings
and other ills (Lemonick, 2006), all of which people might
was also used to examine the priority of the reasons of
not be aware of behind all the glamours of tastes, style and
people choosing their teatime beverages. The analytic
atmosphere that coffee engenders and conjures.
approach was adopted to further explore the quantified
2.5 Is Coffee Gradually Replacing Tea in Kaohsiung? perceptions of the sampled respondents beyond the de-
scriptive analysis. T-test, ANOVA and Scheffe test as a
Coffee shops have boomed recently in Taiwan.
post hoc test, Chi-square test as well as correlations were
Modern cafés and chain coffee shops in metropolitan ar-
also applied to test the significant differences of respon-
eas have expanded swiftly, demonstrating the lucrative
dents’ perceptions in relation to their demographic infor-
market of metropolises for shop owners (Chien, 2003).
mation. For the scoring purpose in the questionnaire in-
The manager of coffee chain stores showed that they
quiry, the scale range for each item was set from 4 to 1,
could produce a staggering profit of at least NT$25,000-
that is, 4 (strongly agree), 3 (agree), 2 (disagree) and 1
30,000 million in one year (Lin, 2000; Chuang, 2002).
(strongly disagree). The items of the questionnaires in-
According to the statistical data of national food and bev-
clude choice-making reasons/factors, i.e. fair price, health
248Shao-Wen Su/Asia Pacific Management Review (2007) 12(4), 245-257
benefits, the influence of friends, flavor and tastes, vogue Table 1. The Subject (n=316)
and fashion, effect of alertness and refreshment, sales and Demographic Variables Frequency Percentage
advertisement, beauty benefits, religious beliefs, and at- Gender
mosphere and environment. Demographic data and items Male 110 34.8
concerning consuming frequency of tea and coffee are Female 206 65.2
also included. Age
Under 20 18 5.7
The customers frequenting in teatime and coffee 21~30 186 58.9
shops in Kaohsiung and those shopping nearby were tar- 31~40 80 25.3
Above 40 30 9.5
geted as the sample subject for the study. Twelve teatime Missing 2 0.6
or coffee shops (see Table 6) that had more than two Occupation
branches where both tea and coffee beverages were avail- Student 55 17.4
able were randomly chosen. The questionnaires reached to Office worker 224 70.9
a total of 322 sampled subjects. We obtained three hun- Self-employed 17 5.4
Housewife 7 2.2
dred sixteen valid questionnaires; however, six invalid
Others 13 4.1
responses were discarded from the analysis. Income
4. Findings and Discussion Less than $16500 NTD/mo 64 20.3
$16500~$30000 NTD/mo 149 47.2
The presentation of the results and discussion pro- Over $30000 NTD/mo 96 30.4
ceeds with the findings from the questionnaire survey for Missing 7 2.2
Frequency of having teatime
evidence for the study’s research inquiries.
Every day 24 7.6
4.1 Do Most People in Taiwan Choose Coffee or Tea for More than 3 times/week 44 13.9
Fewer than 3 times/week 161 50.9
the Afternoon Teatime?
Others (Occasionally) 87 27.5
Does the demographic information influence signifi-
cantly the choice of the respondents in the decision-
making? Table 2. Pearson Correlations for Demographic
Information and Beverage Choice
The background information of the subject included:
gender, age, occupation, incomes and frequency of having Frequency Beverage
of Having Choice
teatime (see Table 1). Correlations Age Occupation Income
Teatime (Tea or
The frequency of participants’ teatime habits was ex- Coffee)
plored; it was found that a majority of 50.9% had teatime Gender -.138* -.038 -.178** .174** -.055
Age .326** .370** .005 -.038
less than three times a week while 27.5% engaged in this Occupation .197** -.089 -.033
activity occasionally. Only a minority (7.6%) had teatime Income .020 -.015
every day, whereas approximately fourteen percent of the Frequency -.007
participants had teatime more than three times a week. of Having
Informal interviews also revealed that those questioned Teatime
might not have a habit of teatime every week, but that Note : **p< .01 (2-tailed). *p< .05 (2-tailed).
they would if someone invited them, indicating that the
influence of friends would be strong. those under 20, significantly outnumbered other sub-
groups based on occupation (chi-sq=84.77, n=306,
To explore the relationships between the demo- p=.000); especially, 72.7% (n=133) of those at the age
graphic variables, correlation analyses (see Table 2) were bracket of 21 to 30 were office workers, forming the larg-
applied. The result showed that the male respondents were est subgroup followed by the office worker subgroup
older than the female respondents (p=.014). Males were (n=63) at the age range of 31 to 40. Among student re-
higher in their income earning than females (p=.002). It spondents, a majority (n=35), aged between 21 and 30,
was also males who were involved in teatime activity were the largest student subgroup. As for the relationship
more frequently (p=.002), and the respondents who were between the occupation and income variables, similarly,
older were at a higher level of income, instead of those office workers across all income levels, except that of
who were younger (p=.000). $16,500, constituted a significant majority over other oc-
In order to find the differences among respondent cupation subgroups (chi-sq=158.64, n=301, p=.000).
subgroups based on occupation in relation to their age and There were 124 office workers earning a monthly income
income level, chi-squared tests were pursued. As revealed between NTD $16,500 and $30,000, who were the biggest
in Table 3, office workers across all age subgroups, except
249Shao-Wen Su/Asia Pacific Management Review (2007) 12(4), 245-257
Table 3. Chi-Square Analysis for Occupation by Age and Income
Value df p
Occupation Age
Under 20 (%) 21-30 (%) 31-40 (%) Above 40 (%)
Student 15(83.3) 35(19.1) 3(3.9) 1(3.4) 84.77 12 .000**
Office worker 3(16.7) 133(72.7) 63(82.9) 18(62.1)
Self-employed 7(3.8) 4(5.3) 4(13.8)
Housewife 2(1.1) 2(2.6) 3(10.3)
Others 6(3.3) 4(5.3) 3(10.3)
Value df p
Income
$16,500 (%) $16,500-$30,000 (%) $30,000 (%)
Student 42(65.6) 9(6.3) 2(2.1) 158.64 8 .000**
Office worker 8(12.5) 124(86.7) 83(88.3)
Self-employed 7(10.9) 6(4.2) 2(2.1)
Housewife 2(3.1) 2(1.4) 2(2.1)
Others 5(7.8) 2(1.4) 5(5.3)
Note : **pShao-Wen Su/Asia Pacific Management Review (2007) 12(4), 245-257
dining environment for customers as illustrated in Tan’s the finding of the interviews (see the description under 4.1).
observation and interview with the owners of coffee shops In this study, 62.4% and 60.7% put health benefits and fair
in Tainan and Kaohsiung (1999). When consumers think price into consideration respectively. Opinions were di-
about choosing a shop for teatime, they not only care about vided between those who agreed and disagreed (52.2% and
a delicious meal and the price, but they also highly con- 47.8%) on “sales and advertisement” being the reason that
sider the environment and atmosphere of the shop. For affected people when choosing their beverages. The fewest
example, the exterior features of a building, the uniqueness number of agreements occurred in the areas of “beauty
of the interior decoration, the atmosphere of warm color benefits”, “vogues and fashion” as well as ”religious be-
lights and soft music, and the attitude and efficiency of lief”. These factors were ranked the last three in the prior-
waiters and waitresses are all considered. It would be high- ity of important reasons.
ly possible that the senses of sight, sound and smell would
Less than half (45.3%) of the total respondents con-
also influence what people choose for the kinds of bever-
sidered “vogues and fashion” an influencing factor of
ages during their teatime.
choosing beverages. That is to say, more than fifty percent
Approximately two thirds (68.1%) of the participants
(53%) of coffee people and only 39.7% of tea people made
considered “effect of alertness and refreshment” an impor-
their agreements on vogues and fashion that caused them
tant factor in beverage selection. More than two thirds
to select their beverages during afternoon teatime. With the
(69.3%) reported being influenced by their friends when
development of capitalism and the prosperity of the econ-
choosing a beverage, which is proven to correspond with
omy, coffee has become one of the modern drinks in Taiw-
Table 5. Reasons of Choice and T-test for Difference
(N=316, Tea=184/58.2%, Coffee=132/41.8%)
Reasons of Choice 1*(%) 2* (%) 3*(%) 4*(%) Missing Mean SD Ranked T Sig.
(%) Order
1.Fair Price 3.2 35.8 46.5 14.2 .3 2.72 .74 6 4.21 .000**
Tea 1.1 27.7 53.8 16.8 .5 2.87 .69 4 (T>C)
Coffee 6.1 47 36.4 10.6 0 2.52 .77 7
2.Health Benefits 2.8 34.5 47.8 14.6 .3 2.74 .74 5 9.30 .000**
Tea .5 17.4 60.3 21.7 0 3.03 .64 2 (T>C)
Coffee 6.1 58.3 30.3 4.5 .8 2.34 .66 8
3.Friends’ Influences 3.2 26.9 56.6 12.7 .6 2.79 .70 4 2.09 .037*
Tea 2.7 23.4 57.6 15.2 1.1 2.86 .70 5 (T>C)
Coffee 3.8 31.8 55.3 9.1 0 2.70 .69 4
4.Flavor & Tastes .3 3.2 45.3 50.9 .3 3.47 .58 1 0.88 .38
Tea 0.5 2.2 44 52.7 .5 3.50 .57 1
Coffee 0 4.5 47 48.5 0 3.44 .58 1
5.Vogues & Fashion 6.0 48.4 38 7.3 .3 2.47 .72 9 -1.46 .145
Tea 4.3 55.4 33.7 6.0 .5 2.42 .67 9
Coffee 8.3 38.6 43.9 9.1 0 2.54 .78 6
6.Effect of Alertness & -1.97 .05*
2.5 29.4 45.3 22.8 0 2.88 .78 3
Refreshment (C>T)
Tea 1.1 35.9 44 19 0 2.81 .75 6
Coffee 4.5 20.5 47.0 28.0 0 2.98 .82 3
7. Sales & Advertisement 6 41.8 46.5 5.7 0 2.52 .70 7 -1.56 .12
Tea 7.1 43.5 45.1 4.3 0 2.47 .69 8
Coffee 4.5 39.4 48.5 7.6 0 2.59 .70 5
8.Beauty Benefits 11.1 42.7 32.3 13.9 0 2.50 .87 8
.000**
Tea 4.9 32.1 43.5 19.6 0 2.78 .82 7 7.59
(T>C)
Coffee 19.7 57.6 16.7 6.1 0 2.09 .78 9
9.Religion 43.7 44.6 10.1 1.3 .3 1.69 .70 10
.036*
Tea 40.1 44.0 12.5 2.2 .5 1.76 .75 10 2.11
(T>C)
Coffee 47.7 45.5 6.8 0 0 1.59 .62 10
10.Atmosphere & Envi-
3.8 17.4 44.6 33.5 .6 3.09 .81 2
ronment .002**
-3.09
Tea 4.3 21.2 46.7 26.6 1.1 2.97 .81 3 (C>T)
Coffee 3.0 12.1 41.7 43.2 0 3.25 .79 2
Note: 1. =Disagree very much; 2=Disagree; 3=Agree; 4=Agree very much.
2. *pShao-Wen Su/Asia Pacific Management Review (2007) 12(4), 245-257
an. A coffee chain store owner, Hsu Kuang Yu, points out ers’ choice of drink at teatime.
that Starbucks from the United States has built up a unique
4.3 Are there any Significant Differences between Choices
image for coffee by their advertisements and exhibitions
of Tea and Coffee in Relation to the Reasons?
(Chien, 2003). However, the result of this research showed
that “vogues and fashion” was proved to be a weak attrib- Despite the similarities, the ranked ordering does re-
uting factor. This situation may be influenced by the agri- veal some key differences in relation to respondents’ per-
cultural background of Taiwan. This finding of the present ceptions on the selection reasons. The function-orientated
research fails to completely agree with that of Chien’s reason, “health benefits”, was only ranked eighth by the
study (2003) which indicated that it is due to the psychol- coffee selectors in the priority of the important considera-
ogy of the consumers who pursue trendy brands and the tions, dropping from second place on the list of reasons of
phenomenon of westernization of Taiwan’s society. drinking tea. Another factor, “fair price” was highly con-
sidered by the tea selectors, appearing on the top 5 tea list.
According to means ratings, ranked orderings were
Both areas of the “effect of alertness and refreshment” and
reached (see Table 5). It is discovered that the rea-
“sales and advertisement” appeared in the top 5 list of the
sons/factors which impacted people most when choosing a
reasons of drinking coffee, rather than on the tea list.
beverage to drink at teatime were “flavor and tastes” fol-
lowed by “atmosphere and environment”. The reasons of In order to probe further into the significant differ-
“effect of alertness and refreshment”, “friends’ influences” ences between tea and coffee choices in relation to the rea-
and “health benefits” complete the top five factors in the sons, T-tests were undertaken. As shown in Table 5, across
priority of the decision-making reasons. With regard to tea, the ten reasons, there were seven reaching significant lev-
the top five reasons were “flavor and tastes”, “health bene- els of .05 and .01. The respondents who chose tea as their
fits”, “atmosphere and environment”, “fair price” and beverage for teatime held a significantly higher level of
“friends’ influences” respectively, as determined by mean agreement on the areas of “fair price” (p=.000), “health
values. The five top reasons for choosing coffee were in a benefits” (p=.000), “friends’ influences” (p=.037), “beauty
similar order: “flavor and tastes”, “atmosphere and envi- benefits” (p=.000) and “religion” (p=.036) as influencing
ronment”, the effect on one’s mind, “friends’ influences” factors than did those who opted for coffee. People order-
and “sales and advertisement”. From these data, it can be ing coffee deemed “effect of alertness and refreshment”
concluded that no matter what the choice is—tea or cof- (p=.05) and “atmosphere and environment” (p=.002) as
fee—the reasons generally tend to be based more on func- decision-making factors more importantly than those who
tion and entertainment, than ritual. Taste, entertainment picked tea as their beverage for teatime.
and function are strong factors for consumers, while relig-
These seven reasons are further analyzed and dis-
ion factor plays only a minor role in influencing consum-
cussed below:
120
100
80
Tea
Price
60
Coffee
40
20
0
1 2 3 4 5 6 7 8 9 10 11 12
Figure 1. The Average Prices of Tea and Coffee of Sampled Shops
Table 6. The Average Prices of Tea and Coffee of Sampled Shops (Kaohsiung Area)
Three
Brunch
Roy- Doutor
Name of La Red Crown Is Cof- Coffee Goody Henry Barista Star
50lan alty Coffee
Shop Kaffa Sun Coffee fee Itali- Goody Coffee Coffee Bucks
Three Shop
ano
House
Tea 25 20 25 15 35 25 35 35 35 30 35 85
Coffee 65 55 69 30 50 45 45 50 60 55 55 110
252Shao-Wen Su/Asia Pacific Management Review (2007) 12(4), 245-257
4.3.1 Fair Price 4.3.4 Effect of Alertness and Refreshment
According to the statistical information, around 71% In comparison to 63% of the tea consumers, 75% of
of the people surveyed agreed that they chose tea because the coffee drinkers were concerned about the effect of
of its lower price. On the contrary, looking at the coffee alertness and refreshment of the beverages. The results of
statistics, only 47% consumers reported that they were the T-test illustrated a significant discrepancy at the level
concerned with a fair price. These findings suggest that of .05 (see Table 5). This suggests that coffee drinkers
most of the people choose tea as their afternoon drink con- care more about this effect than do tea drinkers. This re-
sidering the price of tea being lower than that of coffee. sult also indicates that coffee is more powerful as a sti-
mulant than tea. In fact, caffeine contained in tea pos-
To substantiate the suggestion, twelve price lists from
sesses the same function as that in coffee. However, tea
drink shops that are popular in the current market were also
constitutes different chemical combinations since caf-
collected, and the average prices of coffee and tea were
feine in tea is believed to be influenced by another sub-
calculated. The data (see Table 6 and Figure 1) have dem-
stance, catechins, and, as a result, the effect of alertness
onstrated that the average price of tea is lower than coffee
and stimulation is offset (Chen et al., 2003). As proven in
in every shop. This evidence reinforces the accuracy of the
numerous scientific studies, caffeine can stimulate the
survey.
central nervous system in the cerebrum and keep the
Furthermore, since both coffee and tea are grown in mind alert; it also helps develop concentration on impor-
Taiwan, what are the reasons that tea is cheaper than cof- tant tasks and increases work efficiency (Lemonick,
fee? According to the Production and Marketing Mono- 2006). Coffee’s reputation as an outstanding stimulating
graph of Taiwan Zone’s Important Agricultural Products drink is attributed to caffeine.
(Yang, 2000), although both tea and coffee are grown in
4.3.5 Beauty Benefits
Taiwan, most of the consumed tea in the present market is
imported. This is because the national income in Taiwan More respondents drinking tea (63.1%) than those
increased after the 1980’s. The production costs rose so drinking coffee (22.8%) endorsed the beauty benefits
high that Taiwan lost its competitive edge in exporting tea. factor, with a significant difference detected at the level
With the huge amount available worldwide that can be of .000. The situation can be based on the fact that drink-
imported, the price of tea in Taiwan has become lower and ing tea provides not only health benefits but also beauty
lower (Yang, 2000). benefits. Green tea helps produce the components that
make for smooth and soft skin. Obviously, young girls
4.3.2 Health Benefits and middle-aged women desire to beautify their skin.
According to the statistical information (see Table 5), Containing potent Vitamin C, green tea retards melanin
82% of the people agreed that they drank tea owing to its because tannin absorbs melanin and eliminates it out of
health benefits while only 34.8% of whom selected coffee skin (Liao et al., 1996). Coffee, on the other hand, raises
agreed on this reason. The significant discrepancy reached levels of cortisol and insulin hormones that accelerate
at the level of .000. The situation is based on the fact that aging and store body fat. Green tea contains catechin
drinking tea induces various health benefits, such as the polyphenols, which are antioxidants that boost metabo-
disease and anti-aging preventions, as discussed in the lit- lism and slow aging. Green tea also blocks absorption of
erature review. For example, green tea has anti-cancer harmful fats (i.e. saturated and trans fats) by 30 percent
benefits and also contains tea flavonoids that are investi- (Perricone, 2001). Initial experiments show that green
gated for their ability to prevent heart disease. Green tea tea's antioxidant properties help prevent sunburn, wrin-
boosts metabolism and blocks absorption of body fats, kles and even skin cancer (Katiyar et al., 2000).
while theonine in green tea promotes calmness and im-
In the torrid summers of Taiwan, sunburn and freck-
proves the mood (Perricone, 2001). By comparison, coffee
les might be prevented from developing on your face.
raises levels of cortisol and insulin hormones that acceler-
Apparently, green tea would be a better choice than cof-
ate aging and store body fat (Virtual Green Tea House,
fee from the perspective of skin care and beauty.
n.d.).
4.3.6 Religion
4.3.3 Friends’ Influence
It is found that a significant discrepancy reached at The result of the T-test (see Table 5) discovered a
the level of .05 between the tea selectors (72.8%) and the significant difference between people who chose tea and
coffee selectors (64.4%), concerning friends’ influence on coffee (p=.036), with tea drinkers more likely to associ-
their choice of beverage at teatime. This indicates that tea ate with religion (M=1.76) than coffee drinkers (M=1.59).
drinkers are more likely than coffee consumers to be influ- The finding might be linked to the traditional history of
enced by their friends when choosing tea as their beverage. drinking tea in association with Chinese religious origins
and religious deity worship in Taiwan. Ra
253Shao-Wen Su/Asia Pacific Management Review (2007) 12(4), 245-257
Table 7. ANOVA and Scheffe Tests for Differences in Relation of
Demographic Variables to the Reasons of Beverage Choice
Reasons of Choice/Demographic Variables Sum of Squares Be- df F Sig. P./
tween/Within Results of Scheffe
Test
Fair Price Age 3.313/166.952 3/302 1.998 .114
Occupation 2.600/167.825 4/303 1.174 .322
Income 4.540/164.457 2/298 4.113 .017*(L>M)*
Frequency 2.626/167.799 3/304 1.586 .193
Health Benefits Age 4.867/161.620 3/302 3.031 .030* (2M)*
Frequency .162/158.445 3/304 .104 .958
Effect of Alertness & Re- Age 1.722/184.804 3/302 .938 .423
freshment Occupation 3.411/183.900 4/303 1.405 .232
Income .445/185.250 2/298 0.358 .700
Frequency 4.308/183.004 3/304 2.385 .069
Sales and Advertisement Age 4.369/146.014 3/302 3.012 .030*
Occupation 1.581/149.260 4/303 0.802 .525
Income 2.575/146.575 2/298 2.617 .075
Frequency 3.337/147.504 3/304 2.293 .078
Beauty Benefits Age 1.624/228.758 3/302 .715 .544
Occupation 4.523/226.361 4/303 1.513 .198
Income 4.569/224.494 2/298 3.033 .050*
Frequency 4.198/226.685 3/304 1.876 .134
Religion Age 1.206/150.300 3/302 .808 .490
Occupation 1.479/150.972 4/303 0.742 .564
Income .466/145.627 2/298 0.477 .621
Frequency .408/152.044 3/304 .272 .846
Atmosphere and Environ- Age 5.760/197.298 3/302 2.939 .033*
ment Occupation 1.526/201.552 4/303 0.573 .682
Income 1.105/195.905 2/298 0.840 .433
Frequency 2.291/200.787 3/304 1.156 .327
Note :1. U=Under 20, 2=21-30, 3=31-40, A=Above 40;
2. S=Students, OW=Office workers, SE=Self-employed, H=Housewife, O=Others;
3. L=Less than $16500, B=16500-30000, M=More than 30000.
4. *pShao-Wen Su/Asia Pacific Management Review (2007) 12(4), 245-257
Table 8. T-Test for Differences in the Perceptions of Males and Females Concerning Reasons of Beverage Choice
Reasons of Choice/Demographic Vari- Male Female T Sig. P
ables N/Mean N/Mean (2-tailed/Results)
Fair Price 108/2.68 200/2.74 -.720 .472
Health Benefits 108/2.61 200/2.80 -2.102 .036* (MShao-Wen Su/Asia Pacific Management Review (2007) 12(4), 245-257
more importantly as decision-making factors. Acknowledgements
It is significant that older people and housewives tended Part of this paper is extracted from the unpub-
to be concerned about health benefits. Younger respondents lished research paper report in the 2005 academic year,
and those with a monthly income level of NTD $16,500 to contributed by Yi-Fei Huang, Min-Qi Ke, Wu-Long
$30,000 paid more attention to “vogues and fashion”, instead Huang, Wu-Jun Liu and Bai-Ren Shu, students in 2-
of those older in age and affluent. It is understandable that year program of the Department of Applied Foreign
lower-income earners were inclined to take price more into Languages in Cheng Shiu University.
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