本研究在瞭解國人飲料購買行為及比較臺灣要居民的飲料消費型態，主要的研究目的包括：瞭解國人飲料消費型態，分析飲料消費型態是否會因飲料消費者之背景變項而有顯著差異，及比較飲料消費型態是否會因地域性而有顯著差異。研究設計先以深入訪談法瞭解國人飲料購買行為做為電話問卷基礎，再以電腦輔助電話問卷調查法(CATI)收相關資料，並以描述性統計及交叉分析法分析資料，共回收有效樣本1089分，回收率約85%。研究結果顯示飲料消費型態會因飲料消費者之背景與居住地區而有明顯不同。本研究結果可提供業者改進目前飲料產品的參考資料，並為更深入對於未來飲料消費型態相關性研究的基礎。

The purpose of the study were to examine beverages purchasing behavior and to compare beverage consumption patterns among five major districts in Taiwan. the objectives included examining beverage consumption patterns in Taiwan and determining whether beverage consumption patterns differed on participants’ background and district variables. In-depth interviews and the Computer-Assisted Telephone Interviewing system (CATI) were used to collect and analyze data. A total of 1089 subjects participated in the study. Descriptive statistics were computed for each variable and nonparametric tests were conducted to determine if beverage consumption patterns significantly differed in background and district variables. The results of this study can provide useful information for improving beverage products and the further study on college students’ beverage consumption patterns.