Due to the change of Taiwanese social environment, college students' consumer awareness has been gradually formed and revealed and the independence has been risen higher and higher. Although domestic college students do not have high income, their disposable income is enough to form pretty strong spending power. Therefore, for the business owners who target college students as their market, it could be a good business opportunity. However, today's college students' preferences varied, and it is highly competitive on the market of their favorite commodity. How to grasp the hearts of college students is the other interesting topic for enterprise owners. Understanding the consumer behavior of the new generation is the common goal of every business owner, and college students are the main producers and consumers in the future five to ten years. To master consumer motivation and behavior of these people is extremely important; it will be the important information the marketing can't live without on the market.