探討消費者對西式速食的健康認知、拒絕速食的自我效能與自覺健康的關聯

A Study of Consumers' Health Cognition, Self-Efficacy of Avoiding Fast-Food Consumption, and Self-Perceived Health

鄧美儀(Dang My Nhi) ； 鄭嫥嫥(Chuan-Chuan Cheng)

《慈濟大學人文社會科學學刊》 26期 (2021/08) Pp. 134-159

https://doi.org/10.29650/TCUJHSS.202108_(26).0006

摘要

本研究的主要目的是探討消費者對西式速食的健康認知、拒絕消費西式速食的自我效能與自覺健康三者的關聯，以及速食消費動機對拒絕消費西式速食的影響。研究採用問卷調查法以198（N=198）位消費者為樣本，經由迴歸分析與皮爾森分析驗證研究假設。研究結果顯示影響速食消費動機可以預測拒絕速食的自我效能。消費者受到促銷活動與媒體影響的程度越高，其拒絕速食的自我效能越低。購買方便性與拒絕速食的自我效能沒有顯著關聯。受到美味吸引的程度越高，其拒絕速食的自我效能越低。西式速食的健康認知無法預測拒絕速食的自我效能。拒絕速食的自我效能可以預測自覺健康。拒絕速食的自我效能越高，自覺健康狀況越良好。研究結果只有部分驗證Bandura（1977）的自我效能理論在速食消費行為的運用。

關鍵字

自我效能 ； 健康認知 ； 西式速食 ； 自覺健康

並列摘要

The purpose of this study was to examine the relationship among health cognition , self-efficacy of avoiding fast-food consumption, and self-perceived health, as well as the barriers to avoid fast-food consumption. Self-report questionnaires were used to collect data for analysis. Data were provided by 198 (n=198) fast-food consumers in Taiwan. The results indicated that barriers to avoid fast-food consumption were able to predict self-efficacy of avoiding fast-food consumption. Consumers' motivations of fast-food consumption was positively associated with sales promotion, media effect and flavor preference. There was no significant correlation between easy-to-access fast-food and consumption motivations. Individuals' self-efficacy of avoiding fast-food consumption was positively associated with their self-perceived health. Unexpectedly, data failed to support the correlation between students' health cognition and self-efficacy of avoiding fast-food consumption. The results of this study only partially supported Bandura's (1977) Self-Efficacy Theory in the context of consumers' behaviors of fast-food consumption.

並列關鍵字

self-efficacy ； health cognition ； fast-food consumption ； self-perceived health

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