(3.238.173.209) 您好!臺灣時間:2021/05/08 15:39
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

: 
twitterline
研究生:巫奈芝
研究生(外文):Amornrat Srichuchart
論文名稱:Understanding Soft Drink consumption among Thai people by using the Theory of Planned Behavior
論文名稱(外文):Understanding Soft Drink consumption among Thai people by using the Theory of Planned Behavior
指導教授:張永佶張永佶引用關係
指導教授(外文):Chang, Yung-Chi
學位類別:碩士
校院名稱:南台科技大學
系所名稱:商管專業學院
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:102
畢業學年度:101
語文別:英文
論文頁數:57
中文關鍵詞:TPB model, Behavioral beliefs, Normative beliefs, Perceived behavior control, Attitudes, Subjective norm, Purchase intention, Regular soft drinks consumption,soft drink consumption among Thai people.TPB model, Behavioral beliefs, Normative beliefs, Perceived behavior control, Attitudes, Subjective norm, Purchase intention, Regular soft drinks consumption,soft drink consumption among Thai people.TPB model, Behavioral beliefs, Normative beliefs, Perceived behavior control, Attitudes, Subjective norm, Purchase intention, Regular soft drinks consumption,soft drink consumption among Thai people.
外文關鍵詞:TPB model, Behavioral beliefs, Normative beliefs, Perceived behavior control, Attitudes, Subjective norm, Purchase intention, Regular soft drinks consumption,soft drink consumption among Thai people.TPB model, Behavioral beliefs, Normative beliefs, Perceived behavior control, Attitudes, Subjective norm, Purchase intention, Regular soft drinks consumption,soft drink consumption among Thai people.TPB model, Behavioral beliefs, Normative beliefs, Perceived behavior control, Attitudes, Subjective norm, Purchase intention, Regular soft drinks consumption,soft drink consumption among Thai people.
相關次數:
  • 被引用被引用:0
  • 點閱點閱:96
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:9
  • 收藏至我的研究室書目清單書目收藏:0
This study identified factors that influence regular soft drink consumption among 260 Thai people, aged less than 20 years until more than 50 years, Participants completed a group-administered Theory of Planned Behavior-based on questionnaire. The result reported that 90% of participants have experienced in drinking soft drink frequently, and almost 80% of participants consumed soft drink around 1lite-4lites per month. Attitude, subjective norm and perceived behavior control had statistically significant positive association with intention. In other words, the results confirm that purchase intention is directly affected by attitude, subjective norm and perceived behavior control. The strongest predictor was subjective norm, followed by perceived behavior control and attitude.
Our result suggests that health is a powerful motivator for adding value to soft drinks in developed markets. Since in these markets there is not a lot of opportunity for new soft drinks volume, the search will be for more profitable niches that will take volume from existing products. In the search for these niches, products with innovative health appeal take on added importance in an effort to drive profitability.
This study identified factors that influence regular soft drink consumption among 260 Thai people, aged less than 20 years until more than 50 years, Participants completed a group-administered Theory of Planned Behavior-based on questionnaire. The result reported that 90% of participants have experienced in drinking soft drink frequently, and almost 80% of participants consumed soft drink around 1lite-4lites per month. Attitude, subjective norm and perceived behavior control had statistically significant positive association with intention. In other words, the results confirm that purchase intention is directly affected by attitude, subjective norm and perceived behavior control. The strongest predictor was subjective norm, followed by perceived behavior control and attitude.
Our result suggests that health is a powerful motivator for adding value to soft drinks in developed markets. Since in these markets there is not a lot of opportunity for new soft drinks volume, the search will be for more profitable niches that will take volume from existing products. In the search for these niches, products with innovative health appeal take on added importance in an effort to drive profitability.
ABSTRACT ………………………………………………………………………...…...I
ACKNOWLEDGEMENTS …………………………...…………………………….….II
TABLE OF CONTENTS………………………………………………………………III
LIST OF TABLES ……………………………………………………………….……VI
LIST OF FIGURES……………………………………………………………….…..VII

CHATER ONE INTRODUCTION……………………………………………………..1
1.1 Research Background and Motivation.…………….……………………...….…1
1.2 Research Questions……...……………………………………………………….2
1.3 Purposes of Study………………………………………………………………..2
1.4 Significance of the Study………...………………………………………………2
1.5 Overview of the study……………………………………………………………3

CHAPTER TWO LITERATURE REVIEW………………………………………...…5
2.1 Definition of Soft Drink……………………...………………………5
2.1.1 Definition of Soft Drink………………………………………...5
2.1.2 Health effect of Soft Drink……………………………………6
2.2 Definition of Relevant Research Variables…………………………………..….7
2.2.1 Theory of Reasoned Action (TRA)……........…………………………...7
2.2.1.1 Attitude toward Behavior…………….……………………….....9
2.2.1.2 Subjective Norm………………………………………………...9
2.2.1.3 Behavior Intention…………………….………………………..9
2.2.1.4 Behavior…………………………………………………………9
2.2.2 Theory of Planned Behavior (TPB)…………………………………….10
2.2.2.1 Behavioral Beliefs & Attitude toward Behavior………………11
2.2.2.2 Normative Beliefs & Subjective Norm………………………...11
2.2.2.3 Control Beliefs & Perceived Behavioral Control………………11
2.2.2.4 Intention………………………………………………………...12
2.2.2.5 Behavior………………………………………………………...12
2.3 The Interrelationship among Research Constructs……………………………..13
2.3.1 The Interrelationship among Behavioral Beliefs and Attitude…..….….13
2.3.2 The Interrelationship among Normative Beliefs and Subjective Norm..13
2.3.3 The Interrelationship among Perceived behavioral control and Purchase Intention………………………………………………………………...14
2.3.3 The Interrelationship among Attitude and Performing the behavior Intention………………………………………………………………...14
2.3.4 The Interrelationship among Subjective Norm Variable and Purchase Intention…..…………………………………………………………….15
2.3.5 The interrelationship among Purchase Intention and Actual Purchase/Behavior……………………………………………………...16

CHAPTER THREE METHODOLOGY………………………………………...…....17
3.1 Research Framework……..…………………………………………………….17
3.2 Research Hypotheses …..……….....…………………………………………...19
3.3 Questionnaire Design………………………………………..............................19
3.4 Sampling Plan……………………………………………………………….….20
3.5 Construct Measurement………………….……………………………..............20 3.5.1 Theory of Reasoned Action.……………………………………………20
3.5.2 The Information of Respondents……………………………………….25
3.6 Data Analysis…………..…………………..…………………………………...26 3.6.1 Descriptive Statistics …………………………………………………..26
3.6.2 Structural Equation Model………………………………………...……26

CHAPTER FOUR DATA ANALYSIS ……………………………………................28
4.1 Data Collection……...……………………………………………………...…..28
4.2 Descriptive Analysis……………………...………………………………...…..28 4.2.1 Demographic Information of respondants…….……………….………28
4.2.2 Descriptive Analysis of Questionnaire Items…………………….…….31
4.3 Validity and Reliability Analysis…………………..…………………………..36
4.3.1 Confirmatory Factor Analysis (CFA)…………………………..……....36
4.3.1.1 Goodness of Fit Statistics……………………………………....36
4.3.1.2 Convergent Validity….…………..…….………………………37 4.3.1.3 Evaluation of Reliability.……………………...………………..38
4.4 Structural Equation Model………………………………………………...........40
4.4.1 Full Structural Equation Model………………...…………………........40
4.4.2 Analysis of the Structural Model…………………………………..…..42
4.4.3 The Result of Hypothesis Testing……………………………….……..43
4.4.4 Indirect Effect and Total Effect of Exogenous on
Endogenous Latent ……………...……….……………………………47
4.5 Summary……………………………………………………………………….48

CHAPTER FIVE CONCLUSION AND SUGGESTION………………………….....50
5.1 Research Conclusion…………………….……………………………..............50
5.2 Managerial Implications………..………………………………………….….. 51
5.3 Limitations and conclusion………………………………………………..…....52
REFERENCES……………………………………………………………………........53
APPENDIX…………………………………………………………………………….59
SURVEY QUESTIONNAIRE…………………………………………………………60
Ajzen, I., & Fishbein, M. (1980). Understanding attitude and predicting social behavior.
Englewood Cliffs, NJ: Prentice-Hall, Inc.
Ajzen, I. (1988). “Attitudes, Personality and Behavior”. Open University Press, Milton Keynes.
Ajzen, I. (1991). “The theory of planned behavior”. Organizational Behavior and Human Decision Process, 50 (2), 179-211.
Ajzen, I. (2002). “Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior”. Journal of Applied Social Psychology, 32(4): 665–83.
Ajzen, I. and Madden, T.J. (1986). “Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control”. Journal of Experimental Social Psychology, 22, pp. 453–474.
Armitage, C.J. and Connor, M. (2001). “Efficacy of the theory of planned behavior: a meta-analysis”. British Journal of Social Psychology, 40 (4): 471–99.
Baker, E. W., Al-Gahtani, S. S., & Hubona, G. S. (2007). The effects of gender and
age on new technology implementation in a developing country: testing the
theory of planned behavior (TPB). Information Technology & People, 20(4),
352–375.
Brewer, J.L., Blake, A.J., Rankin, S.A., Douglass, L.W. (1999). Theory of Reasoned action predicts milk consumption in woman. Journal of the American dietetic Association, 99(1), 39-44.
Brown, T.A. (2006). Confirmatory Factor Analysis for Applied Research. New York, The Guilford Press.
Bryne, B.M. (2001). Structural equation modeling with AMOS: Basic concepts, application and programming. Mahwah, NJ: Lawrence Erlbaum Associates, Inc.
Cheng, S., Lam, T., & Hsu, C. H. C. (2006). Negative word-of-mouth communication
intention: an application of the theory of planned behavior. Journal of Hospitality & Tourism Research, 30(1), 95–116.
Chinen, K., Jun, M., and Hampton, G. M. (2000). “Product quality, market presence, and buying behaviour: Aggregate images of foreign products in the US”. Multinational Business Review, 8(1), 29-38.
Chittibabu Govindarajulua, Brian J. Reithelb, Vikram Sethic. (2000). A model of end user attitudes and intentions toward alternative sources of support. Information & Management 37, 77-86
Conner, M. and Armitage, C. J. (1998). “Extending the theory of planned behavior: A review for further research”. Journal of Applied Social Psychology, 28, 1429-1464.
Conner, M., & Abraham, C. (2001). Conscientiousness and the theory of planned behavior: towards a more complete model of the antecedents of intentions and behavior. Personality and Social Psychology Bulletin, 27(11), 1547–1561.
Eagry, A. H., & Chailen, S. (1993). Psychology of attitudes. Fort Worth, TX: Harcourt
Brace Jovanovich.
East, R. (2000). Complaining as planned behavior. Psychology & Marketing, 17(12),
1077–1095.
Elizabeth A. Dennis, Kyle D. Flack, Brenda M. Davy. Beverage consumption and adult weight management. Eating Behaviors 10 (2009) 237–246
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: an introduction to theory and research. Reading, MA: Addison-Wesley.
Fornell, C. & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement errors. Journal of Marketing Research, 18, 39–50.
Gökhan Ozer& Emine Yilmaz. (2010). Comparison of the theory of reasoned action and the theory of planned behavior: An application on accountants’ information technology usage. African Journal of Business Management, Vol. 5(1), p. 50-58.
Gronhaug, K., I.A. Kleppe, and W. Haukedal. (1987). “Observation of a strategic household purchase decision”. Psychology & Marketing, 4(3): 239–53.
Health benefits of soda & carbonated water. Retrieved from http://www.livestrong.com/article/255248-health-benefits-of-soda-carbonated-water/
Health benefit product in soft drinks. Retrieved from http://www.just-drinks.com/analysis/research-in-focus-health-benefits-fuel-new-products-in-soft-drinks_id107037.aspx
Hee, S. P. (2000). Relationships among attitudes and subjective norm: testing the theory of reasoned action across cultures. Communication Studies, 51(2),162–175.
Heesup Han a, Li-Tzang (Jane) Hsu, Chwen Sheu, (2010). “Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities”. Tourism Management, 31, 325–334
Howard J.A. and Sheth J.N. (1969). “The theory of buying behavior”. New York: Wiley.
Hoyle, R.H. (1995). “Structuring Equation Modeling: Concepts, Issue and Application”. Sage Publication, London.
Jamie Zoellner, PhD. Paul A. Estabrooks, PhD. Brenda M. Davy, PhD.RD Yi-Chun (Yvonnes) Chen, PhD. Wen You. Exploring the Theory of Planned Behavior to Explain Sugar-sweetened Beverage Consumption. J Nutrition Education Behavior. 2012;44:172-177.)
Jee Hyunr Ah, M Clarem. Haslerp;James E. Painterp. Applying the Theory of Planned Behavior to Women’s Behavioral Attitudes on and Consumption of Soy Products. J Nutrition Education Behavior. 2004;36:238-244.
Joreskog, K.G. and Sorbom, D. (1996). LISREL, 8: Structuring Equation Modeling, Scientific Software International Corp., Chicago, IL.
Kieran M., “Predicting User Intentions: Comparing the Technology, Acceptance Model with the Theory of Planned Behavior”. Department of Decision and Information Sciences Oakland University Rochester. Michigan 48309-4401.
Kline, R.B. (2005). Principles and practice of structural equation modeling (2nd ed.), New York: The Guilford Press.
Kotler, P., Hoo Ang, Swee., Meng Leong, Siew., and Tiong Tan, Chin. (1994). “Marketing Management: An Asian perspective” 8th ed., New jersey: Prentice Hall, Inc.
Kraft, F.B., & Goodell, P.W. (1993) Identifying the health conscious consumer. Journal of Health Care Marketing, 13, 18–25.
Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are
willing to pay more for environmentally friendly products. Journal of Consumer
Marketing, 18(6), 503–520.
Lee, M. J. (2005). Effects of attitude and destination image on association members’ meeting participation intentions: development of meeting participation model. Unpublished doctoral dissertation, Manhattan, KS: Kansas State University.
Leek, S., & Chansawatkit, S. (2007). Consumer confusion in the Thai soft drinks market. Journal of Consumer Behaviour, 5 (6), 518-532.
Nada O. kassem, Jerry W.Lee, Naomi N. Modeste and Patricia K.Johnston, (2003). Understanding soft drink consumption among female adolescents using the Theory of Planned Behavior. Oxford University Press 2003, 278-291.
N.I. Tak, S.J. Te Velde, A. Oenema, K. Van der Horst, A. Timperio, D. Crawford, J. Brug. The association between home environmental variables and soft drink consumption among adolescents. Exploration of mediation by individual cognitions and habit strength. Appetite 56 (2011) 503–510.
Matthew W. Parrott, Leo Keith Tennant, Stephen Olejnik, Melanie S.,& Poudevigne (2008). Theory of Planned Behavior: Implications for an email-based physical activity intervention. Psychology of Sport and Exercise 9, 511–526.
McCarthy, M., Boer, M.D., Reilly, S.O., & Cotter, L.(2003). Factor influencing intention to purchase beef in the Irish market. Meat Science, 65, 1071-1083.
Miller, K. (2005). Communications theories: perspectives, processes, and contexts. New York: McGraw-Hill.
Norman, P., Conner, M., and Bell, R. (1999). “The theory of planned behavior and smoking cessation”. Health Psychology, 18, 89-94.
Paul Sparks and Richard Shepherd (1992). Self-Identity and the Theory of Planned Behavior: Assesing the Role of Identification with"Green Consumerism". Social Psychology Quarterly, Vol. 55, No. 4, p. 388-399.
Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption:An extension of the theory of planned behavior. MIS Quarterly, 30(1), 115-143.
Perugini, M. & Bagozzi, R. (2001). The role of desires and anticipated emotions in goal directed behaviours: Broadening and deepening the theory of planned behavior. British Journal of Social Psychology, 40(1), 79-99.
Peterson, R. A. (1994). A meta-analysis of Cronbach’s coefficient alpha. Journal of Consumer Research, 21, 381–391.
Richard Branstrom, Henrik Ullen& Yvonne Brandberg. (2004). Attitudes, subjective norms and perception of behavioural control as predictors of consumer behaviour in Swedish adults. Preventive Medicine 39, 992– 999.
Shwu-Ing Wu (2006). A comparison of the behavior of different customer clusters towards Internet bookstores. Information & Management 43, 986–1001.
Tao, D. (2008). Using Theory of Reasoned Action (TRA) in Understanding Selection and Use of Information Resources: An Information Resource Selection and Use Model. The faculty of Graduate School, University of Missouri-Columbia, Information Science and Learning Technologies.
Thorbjornsen, H., Pedersen, P. E., & Nysveen, H. (2007). “This is who I am”: Identity expressiveness and the theory of planned behavior. Psychology and Marketing, 24(9), 763-785.
Tsai, M.T., Chin, C.W., & Chen, C.C. (2010) The effect of trust belief and salesperson’s expertise on consumer’s intention to purchase nutraceuticals: applying the theory of reasoned action. Social Behavior and Personality, 38(2), 273-288.
Wikipedia (2012) Retrieved November 20, 2012, from http://en.wikipedia.org/wiki/Soft_drink
Yousafzai, S.Y., Foxall, G.R., & Pallister, J.G. (2010) Explaining Internet Banking Behavior: Theory of Reasoned Action, Theory of Planned Behavior, or Technology Acceptance Model? Journal of Applied Social Psychology; 40 (5), 1172-1202.
連結至畢業學校之論文網頁點我開啟連結
註: 此連結為研究生畢業學校所提供,不一定有電子全文可供下載,若連結有誤,請點選上方之〝勘誤回報〞功能,我們會盡快修正,謝謝!
QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔