A study of betel nut chewing intention of the Rukai adults in Taitung County
Date Issued
2007
Date
2007
Author(s)
Tien, Chia-Mei
DOI
zh-TW
Abstract
The purpose of this study was to discuss and predict the betel nut chewing intention of the Rukai adults in the upcoming month by using the Ajzen’s theory of planned behavior. The sample population was selected from the Rukai adults ( above 18 years old) living in the Taromake tribe in Taitung County . The total sample number is 228. The method of this research was to collect the results of an open questionnaire from the tested adults to find out the obvious conviction and then to edit a stuctured questionnaire for respondents to fill out. The collected data was then analyzed by descriptive statistics, multiple regression, pearson correlation, t-test, one way ANOVA, Chi-square analysis and Hotelling T square.
The following were the main findings of the study :
1. Around 48.3% of respondents showed the positive chewing intention in the
following month, 30.2% showed negative intention and 21.5% showed
neutral intention.
2. The betel nut chewing intention in the following month could be predicted by attitude, subjective norm and perceived behavioral control. The explained variance was 66.3%. Besides, the perceived behavioral control was the main effective variable in betel nut chewing intention.
3. The external variables of chewing habit could significantly increase the power to explain the variation of the betel nut chewing intention which was consistent with the theory of planned behavior.
4. The attitude of respondents toward betel nut chewing intention was positively related to the sum of the product of behavioral beliefs multiplied by evaluations of outcomes (Σbi*ei). The subjective norm of respondents toward betel nut chewing intention was positively related to the sum of the product of normative beliefs multiplied by motivations to comply(Σnb*mc). The perceived behavioral control of respondents toward betel nut chewing intention was also positively related to the sum of the product of control beliefs multiplied by perceived power(Σcb*pp).These results were also consistent with the theory of planned behavior.
5. There were significant differences in behavior beliefs and evaluation of
outcomes between respondents with high chewing intention and those with low
chewing intention. For instance, the respondents with high chewing intention were more likely to believe that they will have good spirit, well-being feeling and tolerating for cold environment through chewing betel nuts.
6. There were significant differences in normative beliefs and motivations to
comply between these two groups. For instance, the respondents with high
chewing intention had lower compliance with parents, family and doctors, in
terms of against betel nut chewing.
7. There were significant differences in control beliefs and perceived
powers between these two groups. For instance, the respondents with high
chewing intention would have high frequency of chewing behavior when
chatting with friends, feeling bored or being invited to chew betel nuts.
Based on the results of the study, we discuss the obvious conviction and give recommendations for designing education strategies and further research.
Subjects
魯凱族成人
嚼食檳榔意圖
態度
主觀規範
自覺行為控制
Rukai adults
betel nut chewing intention
Attitude
Normative belief
Perceived behavioral control
Type
other