本研究依據EKB模式，以問卷調查國中以上學歷學生生活型態、對廣告印象及購 買飲料行為。經分析 1419 個有效樣本後，找出以下學生購買飲料行為模式，學生生活型態 可分成傾向多種形式團體生活、課餘在家活動及多種形式玩樂等 A,B 及 C 三集群；集群 A 對「產品本身」、集群 C 對「詼諧畫面」廣告印象最深刻； 但有三分之一學生認為買飲料 與廣告無關；學生最重視飲料口味及價格；常買奶茶及果汁；常在便利商店，學校福利社及 學校販賣機買飲料。乃據以上購買行為模式向業者提出下列行銷策略建議，即：重視飲料口 味、包裝、不漲價、不減量、取得便利商店、學校福利社等通路；可以做電視、報紙、雜誌 廣告創新的促銷活動，而以「詼諧畫面」對集群 C 行銷最有效； 也要實行業者各單位互相 配合的整合性行銷策略，使顧客滿意，以提昇產品在市場競爭力。

　　　　　Based on EKB model, this study use questionnaires to survey the life styles, advertising images and consuming behaviors of students above junior high level to find their beverage consuming model. after analyzing 1419 useable questionnaires, this study finds that students' life styles are able to be divided into three clusters A,B and C, indicating students prefer various kind of group activities, staying at home after leaving school, and various kinds of amusements. Cluster A and C students have deeper impression with advertisements that describing products themselves and advertisements of comic pictures and contents, but there are still one third students purchasing beverage without thinking the ad. Students appreciate good flavor and cheaper price of drinks. The beverage they purchase frequently are milk-tea and juice, students purchase them at converient stores, schools' stores, and vending machines in schools. Based on these findings, student beverage consuming behavior model is established. Based on this model, suggestions about marketing strategies are given to the beverage industry. These suggestions are: Paying attention to the flavor and packing of beverage, not to raise price; Neither to reduce volume of beverage, acquiring convenient and school stores etc., as beverage selling places; Advertising the product on TV, newspaper and magazine innovatively. Comic picture and content advertisements will be effective in the promotion of products to cluster C students. Integrated marketing strategies should be highly valued because they can either satisfy the customer or upgrade the product's competitive ability among the beverage market.