本研究引用Azjen(1985)所提出的計畫行為理論,透過「態度」、「主觀規範」、「知覺行為控制」來探討青少年茶類飲料消費行為。本研究以九十七學年度高雄巿一、二、三年級的國中生為對象,共得有效樣本640人。研究結果發現,研究對象之零用錢多為每週100元以下,他們購買茶類飲料的地點以連鎖茶飲店及便利商店為主,每週飲用茶類飲料頻率為1~2次,平均每週約喝2000毫升。青少年有關茶類飲料消費之態度,可分為「健康信念」與「知覺風險信念」,兩者皆顯著影響青少年茶類飲料消費行為意圖。有關影響青少年購買茶類飲料之主觀規範方面,主要的社會支持來自於「次要群體」的同學及朋友。知覺行為控制方面,「便利條件」對茶類飲料消費行為意圖具有顯著影響力。顯示研究對象所能控制的零用錢愈多、愈方便到達飲料店、以及時間愈充足,他們愈容易去購買茶類飲料喝。研究結果亦指出,研究對象對茶類飲料消費行為意圖對實際購買茶類飲料之頻率具有顯著正向影響力。當購買茶類飲料的意圖愈強烈時,實際去購買茶類飲料的頻率也會愈高。
This study utilized the Theory of Planned Behavior (Ajzen, 1985)to analyze adolescent behavior for tea drinks. Data were collected from a sample of 640 Kaohsiung junior high school students. Results revealed that the majority of respondents’ average weekly pocket money is fewer than one hundred dollars. They usually purchase tea drinks once or twice a week in chain stores and convenient stores and the total consumption of tea drinks is approximately 2000 ml per week. As for adolescents’ attitudes toward tea drinks, “health belief” and “perceived risk” both can significantly predict their purchase intentions. Regarding subjective norms of adolescents toward tea drinks, the main social support is from the subordinate group, including classmates and friends. In addition, if adolescents have more pocket money and are more convenient to reach the tea stores, they are more likely to buy tea drinks. Furthermore, adolescents’ behavior intentions toward tea drinks can positively influence the frequency of purchasing tea drinks.