社會行銷觀點探討大學生攝取含糖飲料行為

Abstract

本研究欲以社會行銷觀點探討大學生攝取含糖飲料行為，主要透過Azjen（1985）所提出計畫行為理論中的「態度」、「主觀規範」、「知覺行為控制」，瞭解大學生攝取含糖飲料之「行為意圖」，並整合大學生購買含糖飲料之消費模式，瞭解影響行為之重要變數，進一步在研究結果中，結合社會行銷產品、價格、推廣、通路之具體建議，提供學校飲食教育政策參考，希望能降低大學生攝取含糖飲料之頻率。 本研究採用便利取樣，以大學生為受測對象發放紙本問卷調查，所得有效樣本372份。主要研究發現如下：（一）大學生攝取含糖飲料之態度會影響其購買含糖飲料之行為，即大學生對攝取含糖飲料之態度與看法愈正向，攝取含糖飲料之行為意圖的可能性也愈高；（二）大學生攝取含糖飲料之主觀規範會影響其購買含糖飲料之行為，受到家人、同儕及廣告媒體之影響力大；（三）大學生攝取含糖飲料之知覺行為控制會影響其購買含糖飲料之行為，到達飲料店愈便利、時間效率愈充足，則容易提高攝取含糖飲料頻率；（四）大學生行銷認知在攝取含糖飲料產品、價格、通路、推廣之預測力皆達顯著。 最後於文末，根據研究結果以社會行銷觀點，針對計畫行為理論進行分析，結合社會行銷4P具體建議，以提供未來研究，及學校飲食教育政策、衛生有關單位健康教育宣導之參考，希望能降低大學生攝取含糖飲料之頻率。

This study, based on Theory of Planned Behavior (TPB), aimed to investigate the college students’ behavioral intention regarding intake of sugar-sweetened beverages through three aspects (i.e., Attitude, Perceived Behavioral, and Perceived Behavioral). In addition, the study was integrated with a Consumption Pattern to examine the influential factors in students’ purchasing behavior. Furthermore, the research results, combined with the social marketing idea (4P), offered schools and public health institutions. advice on planning diet education policy as well as health management policy, hoping to reduce the college students’ intake of sugar-sweetened beverages. The study used the Convenient sampling to investigate the college students as the participants through paper-based questionnaire. A total of 372 reliable data received from the participants. The major findings were as follows：1. The students’ attitude towards intake of sugar-sweetened beverages affected their consuming behavior. In other words, the more positive attitude and perspectives that students hold, the higher behavioral intention they might have.2. The students’ families, peers, and advertising media were the three factors in their Subjective Norm regarding intake of sugar-sweetened beverages and their consuming behavior.3. The students' Subjective Norm on intake of sugar-sweetened beverages affected their consuming behavior. The more convenient they arrived at beverage stores and the more fulfilled time they had, the more frequent they consumed the sugar-sweetened beverages. According to the research results, this study might help educational administrators and policy makers to plan diet managing policy, hoping to reduce college students' consuming frequency of sugar-sweetened beverages.