探討影響青少年茶類飲料消費行為意圖之研究

A Study of Factors Affecting Adolescents’ Behavior Intentions toward Tea-based Drinks

本研究以計畫行為理論為基礎，探討影響青少年茶類飲料消費行為意圖之因素。以分層叢集隨機抽樣方式，對民國97年度高雄巿國中在學學生進行問卷調查，共計抽取21個班，發放663份問卷，有效問卷640份，有效樣本率為96.5%。研究結果顯示，青少年購買茶類飲料之地點主要為連鎖茶飲店及便利商店，平均每週約飲用1－2次，約2000毫升。影響青少年對茶類飲料消費行為意圖最主要因素為：知覺利益、同儕媒體、與知覺行為控制。結果亦顯示，青少男對茶類飲料知覺利益高於青少女，而青少女對茶類飲料知覺風險高於青少男；青少年家長教育程度和每週零用錢多寡，在茶類飲料消費行為意圖與購買頻率方面有顯著差異。依據本研究結果，本研究對教育實務與衛生相關政策提供建議。

The Theory of Planned Behavior (TPB) was applied to investigate factors affecting adolescents’ behavior toward tea-based drinks. Data were collected from a sample of 640 Kaohsiung junior high school students in November of 2008, by using a stratified random sampling method. Results revealed that the majority of respondents purchased tea-based drinks once or twice a week from tea shops and convenient stores. Perceived benefits, peer pressures and media, and perceived behavioral control of tea-based drinks were three main factors significantly influencing adolescents’ purchase intentions toward tea-based drinks. Moreover, findings also indicated that male adolescents regarded tea-based drinks were healthier than female adolescents； in contrast, female adolescents considered that tea-based drinks may have negatively impacts on health. Further, adolescents with different parental educational levels and different amounts of pocket money have significant differences in behavior intentions toward tea-based drinks and in the frequency of purchasing tea-based drinks. Suggestions for improving education and health policies relevant to tea-based drinks purchasing behavior are discussed.