新莊市國中生優酪乳消費行為及其相關因素研究

謝秀美

指導教授 ： 郭鐘隆教授

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(2007年)

摘要

本研究主要目的在於了解國中生優酪乳消費行為及其相關因素。以九十六學年度就讀於台北縣新莊市國中生為研究對象進行抽樣，並利用自填問卷進行資料收集，共得有效樣本603人。所得資料以t-test、單因子變異數分析、卡方檢定、因素分析、區別分析及logistic迴歸分析等統計方法進行分析。
研究結果如下：1.優酪乳產品屬性重視程度最高的前三項依序為製造日期和保存期限、健康食品認證標章、口味喜好。2.健康促進生活型態由高而低依序為「人際支持」、「自我實現」、「壓力處理」、「運動」、「營養」、「健康責任」。3.飲用優酪乳者以女生較多、家庭社經地位較高；購買優酪乳者以女生較多。4.年級、在學校獲得優酪乳相關知識與產品屬性因素呈顯著相關；年級、性別、在學校獲得優酪乳相關知識、家庭社經地位與健康促進生活型態呈顯著相關。5.「社經指數」、「人際支持」和「健康責任」三個變項可以有效預測與解釋國中生是否飲用優酪乳，且預測有喝優酪乳的正確百分比為96.7%；「健康責任」和「便利實惠」兩個變項可以有效預測與解釋國中生是否購買優酪乳，且預測有買優酪乳的正確百分比為78.8%。
根據本研究結果，建議未來教師以教學或活動來提升國中生優酪乳飲用行為；政府可以鼓勵業者開發優酪乳市場，讓健康的選擇成為容易的選擇；在未來研究上可以增加研究變項，以做更深入的研究。

關鍵字

優酪乳 ； 產品屬性 ； 健康促進生活型態

並列摘要

The purpose of this study was to understand yoghurt consumer behavior and related factors of the junior high school students. The junior high school students in Sinjhuang City, Taipei County were chosen as subjects in this study. The surveys were completed by fulfilling the self-reported questionnaire, and the number of effective survey were 603. The data were then analyzed by t-test, one-way ANOVA, chi-square test, factor analysis, discriminant analysis and logistic regression.
The main findings were as follows: 1. The importance of yoghurt product attributes ranked as follows: manufacture date and expiry date, health food certified mark and taste preferences. 2. The performance of health promoting lifestyle (HPL) by rank was interpersonal support, self actualization, stress management, exercise, nutrition and health responsibility. 3. Girls with higher socio-economic status drank more yoghurt. The main yoghurt buyers were also girls. 4. Grades and acquisition of yoghurt related knowledge in school were highly related to product attribute factors. Grades, gender, acquisition of yoghurt related knowledge in school and family’s socio-economic status were highly related to HPL. 5. Socio-economic index, interpersonal support and health responsibility are three factors that can effectively predict and explain the yoghurt drinking behavior of high school students with 96.7% validity. Health responsibility and convenience bargain are two factors that can effectively predict and explain the yoghurt buying behavior of high school students with 78.8% validity.
According to this study, I recommended that teachers should use teaching or activities to promote students’ yoghurt drinking behavior. The government can encourage dealers to develop yoghurt market, and make the healthy choice become the easy choice. More factors may be added for the future research regarding this topic.

並列關鍵字

yoghurt ； product attributes ； health promoting lifestyle

參考文獻

張彩秀(1998)。不同居住型態學生健康促進行為之差異。弘光學報，32，47-64。

黃淑貞、姜逸群、賴香如、洪文綺、陳曉玟(2002)。台灣地區國小學童健康行為調查。行政院衛生署國民健康局九十一年度委託研究計畫。

楊瑞珍、蘇秀娟、黃秀麗(2001)。台北市不同學制學生健康促進生活方式之初步探討。醫護科技學刊，3(1)，1-17。

黃淑貞、伍連女、張桂楨譯(1998)。健康促進詞彙。學校衛生， 33，77-99。

黃毓華、邱啟潤（1996）。健康促進生活型態量表信度效度之評估。高雄醫學科學雜誌，12（9），529-537。