探討桃園市國小中高年級學童對飲料消費行為之研究

A Study of Consumer Behavior of Drink for 4th to 6th Graders of the Elementary School in Taoyuan

郭怡雯(Kou Yi-Wen)

指導教授 ： 孔祥科

健行科技大學/管理學院/企業管理系碩士班/碩士(2015年)

摘要

本研究旨在探討國小四、五、六年級學童的飲料消費行為，進而探討個人背景資料、飲料健康知識、影響消費行為因素及飲料消費現況之間的相關性。以桃園市某國小為研究樣本，於104年3月期間，採問卷調查法，運用SPSS19統計軟體進行描述性統計分析及資料分析，其研究結果如下：
學童最常飲用的飲料為茶類飲料，飲用頻率多為一週1∼2次，逾半數研究對象在便利商店購買飲料，大部分在假日時購買飲料，半數以上飲料都是由家長購買，飲料價位多落在16∼25元。而學童對於飲料健康知識屬中上，並會因「年級」、「父親教育程度」及「母親教育程度」不同而有顯著差異。但飲料健康知識並不影響其購買飲料時考慮的消費行為因素及飲料消費現況。表示即使學童有較高的飲料健康知識，卻無法因而抵抗飲料的誘惑。對於飲料健康知識要落實於生活中尚需努力。

關鍵字

國小 ； 飲料 ； 消費行為

並列摘要

The research goal of this study was focused on the grade four, five, six children's beverage consumption behavior. Then discusses personal background information, beverage Health Knowledge, correlation factors affecting consumer behavior and beverage consumption between the current situation. In a primary school in Taoyuan City as samples, in 104 during March, using questionnaires, the statistical software SPSS19 was employed to complete the descriptive statistical and data analysis. The research results are summarized as follows: Children most often drink tea beverages, highest frequency of drinking is 1 to 2 times a week, more than half of the study at a convenience store to buy drinks, most buy drinks during the holidays, more than half of the drinks are purchased by parents, drink price falls of 16 to 25 yuan. The student health knowledge for drinks is well, and due to "grade", "father educated" and "mother's education," have significant differences.Drink of health knowledge does not affect consumer behavior factors and status of beverage consumption when buying drinks. Said that even if children have a higher beverage health knowledge, but can not resist the temptation to drink. For the beverage health knowledge needs to be done in life.

並列關鍵字

elementary school ； drinks ； consumption

參考文獻

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