本研究探討大學生不同的背景變項對於包裝咖啡類飲料食品標示的知識、態度及選購行為之影響，模型架構的理論基礎建構在Schwartz (1975) 所提出的知識(Knowledge)態度(Attitude)行為(Practice)的社會心理學理論。研究方法以問卷調查法進行資料之收集，採用立意抽樣發放問卷，以台灣曾經購買市售咖啡飲料之大學生為樣本進行施測。問卷分為知識、態度及選購行為三個量表，態度及選購行為量表採李克特五點設計。預試有效樣本為86份，以因素分析方法檢驗信度及效度後修改問卷並正式施測。正式有效問卷為468份，以 SPSS for Windows 22.0進行結果分析，分析方法包括描述性統計、獨立樣本t檢定、單因子變異數分析、LSD事後比較、皮爾森積差相關進行資料統計分析。
研究分析發現，大學生儘管態度上對於食品標示有相對高的正向認同度，但在選購行為上相對保留，代表有其他影響選購決策的因素存在。個人背景變項的分析結果發現，女性比男性的知識程度高，但態度及選購行為沒有顯著差異；高年級及高每月可支配金額的學生在知識、態度及行為量表普遍有較高的積極正向態度。整體而言，對於食品標示實際應用測驗得分較高的族群，在選購行為上呈現較高頻率的應用。
This study explores the influence of different background variables of college students on the knowledge, attitudes and purchase practices of food lables on packaged coffee beverage. The theoretical basis of the model structure is based on the knowledge (Knowledge) attitude (Attitude) behavior proposed by Schwartz (1975) (Practice) social psychology theory. This research uses a questionnaire survey method to collect data, adopts intentional sampling to issue questionnaires, and conducts the test with a sample of college students who have purchased commercial coffee beverages in Taiwan. The questionnaire is divided into three scales: Knowledge, Attitude, and Shopping Behavior. The Attitude and Shopping Behavior Scale is designed with Likert five points. There are 86 valid samples in the pre-test. After the reliability and validity are tested by factor analysis, the questionnaire is modified and the test is formally administered. There are 468 formal valid questionnaires, and SPSS for Windows 22.0 is used to analyze the results. The analysis methods include descriptive statistics, independent sample t test, single factor analysis of variance, LSD, Pearson product difference correlation and multiple regression. Statistical analysis of data.
According to the research analysis, although there is a relatively high degree of positive recognition of food labeling in attitude, the relative reservation in purchasing behavior means that there are other factors that affect purchasing decisions. The analysis of personal background variables found that women have a higher level of knowledge than men, but there is no significant difference in attitudes and shopping behaviors; students in higher grades and high monthly disposable sums generally have higher knowledge, attitudes and behavior scales Positive attitude. On the whole, the groups with higher scores on the actual food labeling application test show higher frequency applications in purchasing practices.
