| Summary: | 碩士 === 國立臺灣師範大學 === 健康促進與衛生教育學系 === 96 === The main purpose of this study was to explore drinking behavior and its related factors among college students. The sample was selected by using purposive sampling method. Subjects were recruited from the National Taiwan Normal University. The effective questionnaires were 503, and the effective response rate was 91.4%.
The main findings of the study are as follows:
1. About 64.4％ subjects had the drinking behavior. Among all, light wine
was the most popular, and beer was the second. In contrast, liquor was the least popular. Drinking behavior frequently occurs the highest was the situations such as celebration, friend and family gatherings.
2 .Gender, peers’ drinking frequency, parents’ marital status, and drinking
frequency, Fathers’ attitude towards children’s drinking behaviors and alcohol advertisement attentiveness were significantly correlated.
3. There was a significant positive relation between peer’s drinking experience, positive alcohol outcome expectancy and drinking behavior. There was a significant negative relation between the perception regarding advertisement message, negative alcohol outcome expectancy and drinking behaviors.
4. The predictive variables for college students’ drinking behavior were peers’ drinking frequency, peers’ drinking experience, mothers’ drinking frequency, positive alcohol outcome expectancy, and negative alcohol outcome expectancy.
According to the results of the study, recommendations regarding the development of intervention projects for different groups (gender, family) in drinking education, the establishment of the specific rules of college students’ drinking behaviors, and the enforcement of the ability to refuse a peers’ invition to drinki have been drawn .
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