Starbucks as the Third Place: Glimpses into Taiwan's Consumer Culture and Lifestyles

Starbucks dominates Taiwan's coffee consumption, and it serves as a third place in the lives of consumers. The purpose of the study is to explore the factors of consumer culture and the relationship of lifestyle and consumption. The findings suggest that in consumer culture, Starbucks has influenced the coffee consumer culture through word of mouth; lifestyle and coffee consumption have a significant relationship. Factor analysis was used to explain Starbucks consumer culture in Taipei.