以計畫行為理論結合員生社意象對校園外健康食品購買行為意圖影響之研究

The Study of Customer Behavior in Purchasing Healthy Food Outside Schools: An Application of Theory of Planned Behavior with the Image of School Cooperative Store

顏憶萱(Yi-Hsuan Yen)

指導教授 ： 簡秋蘭

台南應用科技大學/生活科技學院/生活服務產業系生活應用科學碩士班/碩士(2016年)

摘要

本研究以計畫行為理論來探討透過學校員生社(境教)對學生食品選擇的影響情形、了解態度和身教(重要他人)對學生飲食行為的影響與學生在採取健康飲食行為時，控制自己的難易程度。本研究採用問卷調查法進行研究，以六個直轄市國民中學學生為研究對象，發放512份問卷，有效回收數416份，有效回收率達81.25%。研究發現：家庭是影響學生飲食行為的重要因素，較學校老師更能影響學生的飲食行為，且發現女性較男性易受到重要他人的影響。員生社意象、主觀規範與行為意圖達顯著的低度相關，態度、知覺行為控制與行為意圖達顯著的中度相關。知覺行為控制、態度和主觀規範可以解釋行為意圖38.3%的變異量，以知覺行為控制對行為意圖的影響最大，其次是態度與主觀規範。建議：政府可透過多方面的訊息管道宣導健康飲食觀念；學校可透過相關課程加強實施健康飲食的教學；學校員生社可強化其教育功能，建構正向的飲食物質環境；提高家庭成員的健康飲食知識與良好的飲食教養方式，以培養學生正確的飲食行為。

關鍵字

計畫行為理論 ； 學校員生消費合作社 ； 意象

並列摘要

The main objective of this study was to understand how school cooperative stores affect students’ choices for food and beverages, how attitude and significant others affect students’ dietary behavior, and students’ difficulty in controlling themselves to have healthily dietary behavior. Moreover, the determinants were examined by employing the theory of planned behavior (TPB). This research adopted questionnaires to proceed the study. Subjects are junior high school students of six direct-controlled municipalities. A total of 512 questionnaires were mailed out and 416 valid questionnaires were returned. The effective response rate is 81.25%. The major findings were as follows: Family is an important factor and it is more effective than school teachers in affecting students’ dietary behavior. Besides, females are more easily affected by significant others than males. The image of school cooperative stores and subjective norm toward behavioral intention are low correlated. Attitude and perceived behavioral control toward behavioral intention are moderately correlated. Perceived behavioral control, attitude and subjective norm explained 38.3% unique variance. Perceived behavioral control is the greatest impact in behavioral intention, followed by attitude and subjective norm. Thus, the government could advocate ideas of healthy diet by messages and publications in all aspects. Schools could enhance healthy dietary teaching through related courses. School cooperative stores could improve functions of education by constructing positive dietary environments. Bettering family members’ knowledge of healthy diet and methods of dietary education is a way to train students’ correct dietary behavior.

並列關鍵字

Theory of planned behavior ； School cooperative stores ； Image

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