Effects of Involvement and Product Knowledge on Purchase Intention of Junior High School Students in Kaohsiung for Sugar-Sweetened Beverages

• Main Authors: Hsiu-Ju Ho, 何秀汝
• Other Authors: Fang-Cheng Kung
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/ssjg8d

碩士 === 樹德科技大學 === 經營管理研究所 === 106 === As competition in the beverages market increases, there were more new beverage products launched in Taiwan in 2016 as compared with 2015, with an increasing number of innovative products emerging. The Nutrition and Health Survey in Taiwan shows that the younger the population, the more beverage drinkers there are. Therefore, this study focuses on junior high school students in Kaohsiung as its research subjects, using the simple sampling method to carry out questionnaire surveys and applying software for results analysis. Four research hypotheses are formed to understand the relevance between each variable, in order to explore the effects of involvement and product knowledge on purchase intention of junior high school students in Kaohsiung for sugar-sweetened beverages. The results show that there is no significant difference between each demographic variable and the involvement of sugar-sweetened beverages, while the purchase intention of junior high school students in Kaohsiung is impacted by the level of involvement and product knowledge, and involvement plays a full mediating role. This study recommends schools to integrate raising awareness into classroom teaching, provide students with positive suggestions in choosing their beverages and helping them make better decisions, while also providing sufficient drinking water to reduce chances to purchase beverages. On the other hand, it is suggested that vendors should clearly indicate relevant beverage information to allow students to make better decisions when purchasing beverages.