| dc.description.abstract | Personality can affect thoughts, actions and preferences. The big five personality traits are widely used in dietary behavior research. Taiwan has a large coffee drinking population due to the numerous cafes. Consumers have their own preferred types of coffee.So, this study attempts to find the relationship between big five personality trait and coffee drinking habit.
In drinking frequency, days of black coffee drinking is positive to conscientiousness, explaining 3%. Days of sugar-free latte drinking is negative to agreeableness, explaining 6.5%. Days of latte drinking is negative to extraversion, conscientiousness, and openness, explaining 5.7, 2.3, and 3.1%. It explains 7.2% of the latte drinking days when combining three personality traits. Daily drinking′s people have more obvious in personality traits.
In drinking preferences, people like black coffee and sugar-free latte. Prefer for black coffee than sugar-free latte, with higher agreeableness and conscientiousness. Prefer for black coffee than latte, with higher emotional stability. There is no significant difference in personality traits between sugar-free and latte
In drinking preference, the Support Vector Machine was used to predict the coffee preference with the big five personality, and the accuracy was 74.1%. In summary, the personality traits can affect consumers’ coffee drinking habits.
Keyword: Big five personality traits, coffee drinking, drinking frequency, drinking preference, Support Vector Machine | en_US |