基于SCT和TAM整合模型的我国大学生点外卖行为和影响因素研究  

Study on the behavioral intention and influencing factors of Chinese college students ordering takeout based on SCT and TAM integrated model

作　　者：王兆旸 赵婧萱 高雨润 杨佳 Wang Zhaoyang;Zhao Jingxuan;Gao Yurun;Yang Jia(School of Public Health,Capital Medical University,Beijing 100069,China)

机构地区：[1]首都医科大学公共卫生学院,北京100069

出　　处：《首都食品与医药》2025年第5期93-97,共5页Capital Food Medicine

基　　金：首都医科大学科研创新项目(编号:XSKY2024125)。

摘　　要：目的 基于社会认知理论(SCT)和技术接受模型(TAM),了解我国高校大学生点外卖行为、个人因素和点外卖的环境现状,分析其相关性和影响因素,为改善大学生点外卖习惯提供依据.方法 2023年10月-2024年2月,采用先分层抽样再简单随机抽样的方法,抽取1133名全国在校大学生并对其发放调查问卷,通过描述性分析、卡方检验、逻辑回归和路径分析,分析大学生点外卖的行为、个人因素和环境及其影响因素与关联性.结果 回收有效问卷1031份,有效率91.00%.61.37%的学生点外卖频次为1-3次/周,60.03%的大学生对于点外卖行为持较积极的态度,74.20%的大学生表示其自身的外卖购买行为易受环境影响,64.40%的大学生感知到减少外卖行为的有用性,37.05%的大学生感知到减少外卖行为的易用性,仅有58.29%的大学生减少外卖行为的自我效能感较强.点外卖的个人因素(β=1.065)、点外卖的环境(β=0.450)和自我效能(β=0.597)均能够影响大学生点外卖消费行为(P<0.05),而感知有用性(β=0.832)和感知易用性(β=-0.373)也会影响大学生对外卖的自我效能(P<0.05).结论 可从自我效能、个人因素和点外卖环境三个维度,采取多项健康教育措施规范大学生的外卖购买行为,也可从感知有用性和易用性两维度干预自我效能,最终达到降低长期外卖饮食对大学生健康负面影响的目的.Objective Based on social cognitive theory(SCT)and technology acceptance model(TAM),to understand college students'takeout ordering behavior,personal factors and the current situation of takeout ordering environment,analyze their correlation and influencing factors,and provide evidence for improving college students'takeout ordering habits.Methods From October 2023 to February 2024,1133 college students were selected by stratified sampling and then simple random sampling,and questionnaires were distributed to them.Statistical methods including descriptive analysis,Chi-square test,logistic regression and path analysis were used to analyze college students'behavior,personal factors and environment,as well as their influencing factors and correlation.Results 1031 valid questionnaires were collected,the effective rate was 91.00%.61.37%of the students order takeaway food 1-3 times/week,60.03%of the college students hold a positive attitude towards takeaway food ordering on the whole,74.20%of the college students say that their own take-out purchasing behavior is easily affected by the environment,64.40%of the college students perceive the usefulness of reducing take-out behavior.37.05%of college students perceived the ease of reducing take-out behavior,and only 58.29%of college students had a strong sense of self-efficacy.Path analysis results showed that personal factors(β=1.065),environment(β=0.450)and self-efficacy(β=0.597)could affect college students'consumption behavior(P<0.05).Perceived usefulness(β=0.832)and perceived ease of use(β=-0.373)also affected college students'self-efficacy in outbound sales(P<0.05).Conclusion From the three dimensions of self-efficacy,personal factors and takeaway environment,it is proposed that a number of health education measures should be taken to regulate college students'take-out purchasing behavior,and self-efficacy can also be interfered with from the two dimensions of perceived usefulness and ease of use,and finally achieve the purpose of reducing the long-term negative

关 键 词：外卖行为 高校学生 健康教育 社会认知理论 技术接受模型 

分 类 号：R155.1[医药卫生—营养与食品卫生学]