台南市國中生早餐型態、飲食認知對消費行為影響之研究

俗話說得好：「一日之計在於晨。」，人類在經過漫長時間的睡眠及休息，身體腸胃道內的食物早已消化殆盡，身體內的能量消耗是一直處於有出無進的狀態，因此容易在起床之後，有饑腸轆轆的感覺，這時候就非常需要含有豐富的碳水化合物早餐，來重新補充及貯藏新的身體能量，因此早餐的重要性及選擇對身體健康可謂不可言喻，而且都會有一些舉足輕重之影響。根據衛生福利部國民健康署所公布的2010~2011年「台灣國民營養健康狀況調查」顯示，國中生早餐平均約有74％左右的學生，會在外選購食物用餐，其中又以南部地區國中生每天平均在外用餐1.9次為最高，而兩餐以上在外用餐者更高於50.6％比例，高於其他地區，由此數據可得知，南部地區國中生從小即養成吃外食的習慣。本研究採便利抽樣，抽樣人數550人，有效問卷回收528份，有效回收率96％。本研究結果顯示於性別上在價格與食材構面有顯著差異，七年級學生在消費計畫上顯著優於其他年級學生，父親教育程度在學生消費方式及消費計畫有顯著差異，母親教育程度在學生用餐認知構面上有顯著差異，母親職業在學生消費方式構面上有顯著差異，除營養認知與消費方式無顯著相關外，構面間皆有顯著相關，在學生營養認知及學習表現兩構面與整體消費行為迴歸分析有顯著差異；而近9成國中學生每周早餐用餐次數達6天以上，約八成的學生早餐在外購買，選擇內容大多為蛋餅、三明治、麵包，搭配奶茶、紅茶、豆漿等飲品，長期選擇這樣的早餐，會有營養素攝取不均衡、熱量攝取增加及易增加慢性病風險等問題。目前市面上外食的最大問題就是過於油膩，而且營養攝取不夠全面，由於高油、高鹽、少營養會嚴重影響學習能力，且長期食用低纖維、全穀類、鈣質等營養成分，容易造成注意力不集中，進而影響學習能力，青少年正值生長發育期，錯誤的飲食習慣容易造成飲食不均衡及攝取過多的熱量。現今國中學生的成長背景深深受到社會環境、科技發展、以及家庭生活三大層面的影響，家庭是孩子最早接觸且最長久的環境，父母的飲食方式當然是影響子女飲食行為的重要因素，因此，惟有在家庭及學校內加強正確的飲食認知觀念，及在家庭內建立良好的情感依附關，才能夠影響青少年在選購早餐時，除了考慮喜好、價格及方便性等因素外，對於營養認知層面及選擇早餐類型的消費內容更加關注。

關鍵字

早餐型態；飲食認知；消費行為

並列摘要

As the saying goes: "The day is in the morning." After a long period of sleep and rest, the food in the body's gastrointestinal tract has already been digested, and the energy consumption in the body has always been in a state of incompetence, so it is easy to feel hungry after getting out of bed. It is very necessary to have a rich carbohydrate breakfast to replenish and store new body energy, so the importance and choice of breakfast is indescribable to the health of the body, and there will be some important influence. According to the "Taiwan National Nutrition Health Survey" published by the National Health Service of the Ministry of Health and Welfare in 2010-2011, about 70% of the students in the breakfast are expected to eat food outside, and the middle school students in the southern region. The average daily 1.9 meals per day is the highest, while those with more than two meals are higher than 50.6%, higher than other regions.According to the data, the middle school students in the southern region have developed the habit of eating and eating from an early age. This study adopted convenient sampling, with a sample of 550 people and 528 valid questionnaires.The effective recovery rate was 96%. The results of this study show that there is a significant difference in price and food composition between the gender, and the seventh-grade students are significantly better than other grades in the consumption plan. There is a significant difference in the educational level of the father in terms of student consumption patterns and consumption plans. There is a significant difference in the educational level of the mother's meal, and there is a significant difference in the structure of the student's consumption. In addition to no significant correlation between nutrition cognition and consumption patterns, there was a significant correlation between the facets and the regression analysis of the two aspects of student nutrition cognition and learning performance and the overall consumer behavior regression analysis. Nearly 90% of the middle school students have more than 6 days of breakfast per week. About 80% of the students buy breakfast outside, most of the selection is egg cakes, sandwiches, bread, with milk tea, black tea, soy milk and other drinks, long-term choice of such a breakfast, there will be uneven intake of nutrients, increased caloric intake and easy to increase the risk of chronic diseases, etc. problem. At present, the biggest problem in the market is that it is too greasy, and the nutrient intake is not comprehensive. Because high oil, high salt and less nutrition will seriously affect the learning ability, and long-term consumption of low-fiber, whole grains, calcium and other nutrients, it is easy to attract attention. Insufficient force, which in turn affects learning ability, adolescents are in the period of growth and development, and wrong eating habits tend to cause uneven diet and excessive intake of calories.The background of the growth of middle school students today is deeply influenced by the three levels of social environment, technological development, and family life. The family is the earliest contact and longest environment for children. The way parents eat is of course an important factor affecting children's eating behavior. Therefore, only by strengthening the correct concept of eating and drinking in the family and the school, and establishing a good emotional attachment in the family can it affect the young people in the purchase of breakfast, in addition to factors such as preferences, price and convenience, Cognitive aspects and consumer content that chooses the type of breakfast are more concerned.