南投縣某國立高中學生攝取西式速食行為意圖相關因素研究

張菀庭

指導教授 ： 胡益進

國立臺灣師範大學/教育學院/健康促進與衛生教育學系在職進修碩士班/碩士(2010年)

摘要

本研究運用1991年Ajzen所提出的計畫行為理論做為研究架構，目的為預測及解釋高中學生攝取西式速食行為之意圖。研究對象為南投縣某國立高中學生九十八學年度下學期一至三學生，共363位。本研究使用研究工具包含開放性引導式問卷，及依據開放式引導式問卷填答結果，篩選出前70%顯著信念編製而成的結構式問卷。問卷調查所得資料以皮爾森積差相關、單因子變異數分析、階層複迴歸、單因子多變量變異數分析中的Htelling’s T2進行分析。研究結果如下：
一、本研究對象未來一個月內攝取西式速食行為之意圖者佔59.9%。
二、本研究對象攝取西式速食行為的態度、主觀規範可有效解釋攝取西式速食行為意圖13.9%的變異量，加入知覺行為控制變項之後，模式的整體增加了26.5%的解釋力，對攝取西式速食行為意圖之解釋力上升為40.4%的變異量。三個變項之中以知覺行為控制的影響力最高，其次為態度，主觀規範最低。
三、態度與行為信念、結果評價的交乘積和；主觀規範與規範信念、依從動機的交乘積和以及知覺行為控制與控制信念、知覺力量的
交乘積和間皆達到中度相關。
四、有/無意圖攝取西式速食行為者在行為信念、結果評價、規範信念、依從動機、控制信念和知覺力量等信念上有顯著的差異。
整體而言，本研究結果支持計畫行為理論的假設，並發現計畫行為理論應用在攝取西式速食意向上，優於理性行動論。未來擬定飲食保健計畫、介入策略時，可將各行為信念的影響納入參考，更可有效促進飲食保健之意向，切合飲食營養教育之需求。

關鍵字

高中生 ； 計畫行為理論 ； 攝取西式速食行為意圖

並列摘要

The structure of the study was basic on The Theory of Planned Behavior (TPB) brought up by Ajzen in 1991. The purpose of this study was to predict and explain the senior high school students’ intention of fast-food eating behavior. The Theory of Planned Behavior (TPB) participants were 363 students who were studying in grade 1 to 3 in a senior high school in Nantou County in the school year of 2010. This research used two kinds of researching methods, one was open-ended elicitation, and the other was close-format questionnaire. The collected data was analyzed under the theories of Pearson product-moment correlation, one-way ANOVA, hierarchical multiple regression, multiple regression, and Hotelling’s T2.The four major findings were as the following:
1. A round 59.9% of respondents showed the positive behavioral to intention fast-food eating behavior in next month.
2. The attitude and subjective norm explained 13.9% of variance of the intention of the fast-food eating behavior; the perceived behavior control added 26.5% explanation power. Thus, the explanation power of these three variables accounted for 40.4%.
3. The attitude of respondents toward intention to fast-food eating behavior was moderately related to the product of behavioral beliefs multiplied by evaluations of outcome (Bi* Ei). The subjective norm of respondents’ intention to fast-food eating behavior was moderately positive related to the product of normative beliefs multiplied by motivations to comply (NBj* MCj). The perceived behavior control or respondents’ intention to fast-food eating behavior was also moderately related to the control beliefs multiplied by perceived power (ΣCi*Pi).
4. There were significant differences between respondents with the intention of fast-food eating behavior and respondents without the intention of fast-food eating behavior in behavior beliefs, outcome evaluation, normative beliefs, control beliefs, and perceived power.
Generally, the results of this study support the hypothesis of TPB and reveal that TPB is better than the Theory of Reasoned Action on predicting the behavioral intention of nutrition health care. In the future, the influences of behavioral beliefs regarding the intention of nutrition obtained from the study can be included in the nutrition health care programs for the sake of upgrading the subjects’ intention of nutrition health care.

並列關鍵字

senior high school ； Theory of Planned Behavior ； the fast-food eating behavioral intention

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