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Repurchase Behavior of College Students in Boba Tea Shops: A Review of Literature

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The habit of drinking tea is prevalent among college students in the United States and around the world. There are many different kinds of tea. Traditionally, college students drank herbal tea, oolong tea, as well as green, black, yellow, and white tea. Boba milk tea, also known as boba tea, bubba tea, milk tea, pearl milk tea or tapioca milk tea, originated in Taichung, Taiwan in the early 1980s. Over the decades, boba milk tea have become a very popular, non-alcoholic beverage in the world, largely due to its variations in flavor, taste, color, and topping ingredient. Boba milk tea is often served cold rather than hot. A large number of consumers are college students who consider milk tea as a sugar-sweetened refreshment to quench their thirst. This article reviews previously published literature with regard to factors that influence revisit or repurchase intention of boba tea shops, along with managerial implications to further enhance repeated purchase behavior of college students in the United States and around the world.
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Keywords: reading instructors

Document Type: Research Article

Publication date: March 15, 2020

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  • College Student Journal publishes original investigations and theoretical papers dealing with college student values, attitudes, opinions, and learning. Topics include the areas of undergraduate, graduate, and professional schools, and may also include selected contributions dealing with college preparation.

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