本研究根據Lascu 與 Zinkhan(1999)所發展之從眾行為理論為基礎,探討青少年購買飲料時,其消費決策主要受哪些從眾因素影響。本研究依據九十七年學年度高雄縣、高雄市、屏東縣三地區之高中職學生為對象,採分層叢集抽樣法,問卷共計發放477份,回收有效問卷為445份,有效回收率達93.29%。研究結果發現,受訪者每週零用錢多為500元以下,平均毎次會花費21-30元購買飲料,每週購買飲料約2~3次;最常購買之飲料順序為茶類飲料、乳製品飲料、機能性飲料。此外,以「18歲」、每週零用錢「1501以上~2000元」的受訪者,購買飲料之從眾行為較為明顯。「對社會比較訊息的注意程度」高分群以「男性」居多,年齡以「16歲者」偏向最多;「對社會比較訊息的注意程度」低分群以女性居多,年齡以「18歲者」偏向最多。迴歸分析發現,「群體特性」之「規範性」及「資訊性」因素與「品牌特性」對購買飲料之「從眾行為」均具有正向影響力,其中以群體特性之「規範性」對青少年購買飲料消費之從眾行為影響最大。
This research is based on Lascu and Zinkhan’s conformity theory (1999). The main purpose of this study is to investigate the role of conformity in soft drinks purchasing behavior. A total of 477 questionnaires were administrated to senior high school students in Kaoshiung City, Kaoshiung County and Pingtong County, by using stratified cluster sampling method; and the valid response rate was 93.29%. According to the results, most respondents average weekly pocket money is less than NT.500, and spent about NT.21 to NT.30 to purchase soft drinks two to three times a week. The frequently bought soft drinks include tea-based drinks, dairy drinks, and energetic drinks. Additionally, findings indicated that two personal factors, age and pocket money, had made significant differences in conformity on purchasing soft drinks. Furthermore, the majority of the high ATSCI (Attention to Social Comparison Information) were 16-year-old males; whereas the majority of the low ATSCI were 18-year-old females. As indicated in this research, both group characteristics and brand characteristics had significantly positive effects on the conformity in terms of soft drinks purchasing behavior. More specifically, the normative factor, as one of the group characteristics, had the greatest impact on adolescents’ soft drinks purchasing behavior.