The purpose of this research was to study the factors that affecting the patronage of Starbuck coffee and factors predicting the patronage of Starbuck in the next two weeks according to the theory of planned behavior. Researches asked 206 people who knew Starbuck and were around Maboonkrong, Siam Square, and Silom areas to complete questionnaires. Results show that: 1. Attitude toward behavior subjective norm, and perceived behavioral control significantly predict the patronage of Starbucks. 2. Intention toward behavior significantly predicts the patronage of Starbucks in the next two weeks.
A senior project submitted in partial fulfillment of the requirements for the Degree of Bachelor of Science in Psychology, Faculty of Psychology, Chulalongkorn University, Academic year 2005
