Business Research Methods

T
ALLAN YEN-LUN SU
D
National Pingtung University of
Science & Technology,
Hotel and Restaurant Management,
Pingtung, Taiwan

Factors Influencing the

T Consumption of Sugar-
Sweetened Beverages by
Taiwanese Hospitality Students
04/08/2021 BUSINESS RESEARCH METHODS 1
Members
1. Nguyễn Thị Tuyết Mai
ID: 719H

2. Lê Khôi Nguyên
ID 719H1011

3. Huỳnh Thị Mỹ Ngọc

ID: 719H1008

4. Bùi Lê Kim Hữu

ID 719H0983

5. Thi Nguyễn Hoài Thương

ID: 719H
 CONFLICT

01 INTRODUCTION

02 LITERATURE REVIEW

03 METHOD

04 STATISTICAL ANALYSES

04/08/2021 BUSINESS RESEARCH METHODS 3

 INTRODUCTION
PHENOMINON
 PHENOMINON
Knowledge, attitudes,
self-efficacy, outcome
expectancies, and the total quantity of sugar-
social support sweetened beverage
consumption.

The consumption
of sugar-sweetened The selected
beverages by demographic
Taiwanese characteristics.
hospitality students
The sample
consisted of
550 vocational
high school
hospitality
students in
Taiwan.
04/08/2021 BUSINESS RESEARCH METHODS 5
 Source: Vinasearch (survey date 24.08.2013)
04/08/2021 BUSINESS RESEARCH METHODS 6
 INTRODUCTION
THEORY (PREVIOUS RESEARCH)
 Previous research

Liu, C. H. (2007) Yeh, L. F. (2008)

• A study of sugar-sweetened beverage • The relationships between the factors

intake and its influential
determinants among vocational
senior high school students majoring
in food and beverages in Taipei
County:
associated with sugar- sweetened
beverages and obesity among the
high school students in Taipei:

04/08/2021 BUSINESS RESEARCH METHODS 8

 INTRODUCTION
STUDY’S PURPOSE
 STUDY’S PURPOSE
Previous Study’s Purpose focused
 Focused primarily on elementary primarily on:
and junior high school students 7–15 years old
ages 7–15 years old, and few
studies have focused on
and 16–18
adolescents ages 16–18 years old. years old.
 Have examined only the
frequency of consumption, and have examined
little attention has been paid to only the
the quantity of sugar-sweetened
beverages consumed.
frequency of
consumption

04/08/2021 BUSINESS RESEARCH METHODS 10

 STUDY’S PURPOSE
Study’s Purpose
in order to use these Nutritional
variables to knowledge,
attitudes, self-
efficacy, outcome
expectancies
predict the quantity of
sugar-sweetened
beverages consumed. Sugar-sweetened
beverage Social support
consumption

04/08/2021 BUSINESS RESEARCH METHODS 11

 LITERATURE REVIEW
THEORETICAL FOUNDATIONS
 SOCIAL COGNITIVE THEORY

Understanding

Predicting

Changing human
behavior
04/08/2021 BUSINESS RESEARCH METHODS 13
 THEORY OF REASONED ACTION

• Measure person’s relative

1 THEORY OF REASONED ACTION
3
strength of intention

BEHAVIORAL
INTENTION
2 SUBJECTIVE NORM

• Perceived expectations from

ATTITUDE
relevant individuals or
• Beliefs about the consequences groups.
of performing the behavior • Intentions to comply with
04/08/2021 BUSINESS RESEARCH METHODS
these expectations. 14
THEORY IDENTIFIES HUMAN BEHAVIOR

Personal factors

Behavior

The environment

15
 ADJUSTED OUR THEORETICAL
1. Attitude toward 1. Attitude toward
the behavior ( theory the attitudinal object
of reasoned action ) (sugar-sweetened
beverages)

2. Not explain 2. Directly turn to

behavioral intentions behavior

3. Better understanding of the complexity of variables

determine consumption of 6 factors influencing
04/08/2021 BUSINESS RESEARCH METHODS 16
 FACTORS INFLUENCING

Nutritional
Attitude
knowledge

Self-efficacy Gender

Social
e
Outcom support
p e c ta n cy
ex
 METHODS
SUBJECT AND PROCEDURE
 Subject and Procedure

Object: 550 10th- to 12th- grade-students

51% 01 majored in food and beverage from four
vocational high schools in Kaohsiung city .
From 2015

The mean age of the subjects was 16.22

02 years (SD = 0.85, range: 15–18 years).
49%
From 2015 Slightly more than half the participants
03 were male (51%). Participants completed
question.

04/08/2021 BUSINESS RESEARCH METHODS 19

 METHODS
QUESTIONNAIRE
 QUESTIONNAIRE
Demographic characteristics.

Sugar-sweetened beverage Nutritional knowledge of

consumption. sugar-sweetened
beverages

Social support for consuming sugar- Attitudes toward

sweetened beverages. consuming sugar-
sweetened beverages.

Outcome expectancies for Self-efficacy with regard to

consuming sugar-sweetened. refusing sugar-sweetened
beverages. beverages.

21
 Nutritional knowledge
of sugar-sweetened
beverages

Fourteen questions measuring knowledge

about the nutritional characteristics of sugar-
sweetened beverages were developed for
this study on the basis of the measures
reported by Yeh (2008), Liu (2007), and
Pirouznia (2001).
 Nutritional knowledge
of sugar-sweetened
beverages
A true-false format was used, and each
correct answer to a question about such
knowledge earned one point. No penalty was
imposed for choosing an incorrect response;
scores consisted of the total number of
correct responses. Cronbach’s alpha for this
scale was 0.82, showing an acceptable level
of reliability.
 QUESTIONNAIRE
Attitudes toward Extreme

consuming sugar- agreement

sweetened beverages.
Ten items were generated on the basis of extant
documents (Yeh, 2008; Liu, 2007) to measure
attitudes about sugar-sweetened beverages.
Extreme
disagreement

A 5-point Likert scale was used ranging from 1

(extreme disagreement) and 5 (extreme agreement).

Cronbach’s alpha coefficient was 0.81, indicating

good reliability. 1 2 3 4 5

04/08/2021 BUSINESS RESEARCH METHODS 24

 QUESTIONNAIRE
Self-efficacy with regard
Extreme easy
to refusing sugar-
sweetened beverages.
Fourteen items were developed on the basis of the
measures reported by Yeh (2008) and Liu (2007).

Extreme dificult

A 5-point Likert scale was used ranging from 1

(extremely difficult) to 5 (extremely easy).

Cronbach’s alpha coefficient was 0.91, indicating

acceptable reliability. 1 2 3 4 5

04/08/2021 BUSINESS RESEARCH METHODS 25

 QUESTIONNAIRE
Outcome expectancies
for consuming sugar- Extremely
important

sweetened beverages.
Nine items for measuring the likelihood and
importance of outcomes associated with consuming
sugar-sweetened beverages were developed on the
basis of existing research (Gruber, 2008)
=> Six of these measured positive outcomes, and Extremely
unimportant
three measured negative outcomes.
A 6-point Likert scale was also used to rate each
outcome in terms of importance, ranging from 1
(extremely unimportant) to 6 (extremely important).
Outcome expectancy was scored by multiplying the ratings
for outcome likelihood and those for outcome importance.
Cronbach’s alpha coefficients were 0.85 and 0.73 for positive 1 2 3 4 5
and negative outcome expectancy, respectively.
04/08/2021 BUSINESS RESEARCH METHODS 26
 QUESTIONNAIRE
Social support for
Always
consuming sugar-
sweetened beverages
Social support scale focusing on six factors to assess
social support deriving from three sources: friends,
family and relatives, and teachers (Yeh, 2008; Liu, 2007).
Never

A total of 18 items were rated on a 5-point Likert

scale ranging from 1 (never) to 5 (always).

Cronbach’s alpha coefficient was 0.73

1 2 3 4 5

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 QUESTIONNAIRE
Sugar-sweetened beverage
consumption.
Participants were asked to record the
quantities of eight categories of ready-to-
drink and four categories of prepared
sugar-sweetened beverages consumed
every day for a consecutive 7-day period.
Four categories of prepared sugar-sweetened
beverages include sweetened tea drinks,
carbonated drinks, coffee drinks, and non
100% fruit juice.
A diet diary method was used to measure
the quantity of sugar-sweetened
01
beverages consumed every day for a
consecutive 7-day period.
02
Eight categories of ready-to-drink sugar-
sweetened beverages include sweetened
tea drinks, carbonated drinks, coffee
03 drinks, sports drinks, flavored milks, non-
100% fruit juice, fermented milks, and
flavored waters.
04
The quantities of each type of beverage
consumed per day were summed to generate
the total volume per day. The total volume
05 consumed in a week was calculated by
summing the totals consumed per day across
7 days. 28
QUESTIONNAIRE
Demographic characteristics.
The questionnaire also included
questions regarding respondents’
demographic characteristics

Respondents were asked to specify

their gender, age, height, weight, and
spending money per week, and their
parent’s educational backgrounds.

Body mass index (BMI) was calculated

as weight in kilograms divided by
height in meters squared.

29
 STATISTICAL ANALYSES
SPSS

STATISTICAL PACKAGE FOR THE SOCIAL
All data were analyzed using
the SPSS 10.0 statistical
package (SPSS Institute, Inc.,
1999). Frequency
distributions were calculated
for gender, spend- ing
money, BMI, and parent’s
educational levels.
04/08/2021
SPSS
SCIENCES
Means and standard
deviations for age,
nutritional knowledge,
attitudes, self-efficacy,
outcome expectancies,
social support, and
consumption volume were
calculated.
BUSINESS RESEARCH METHODS
A test was used to examine
the gender differences in
age, nutritional knowledge,
attitudes, self-efficacy,
outcome expectancies, and
social sup- port, as well as
total volume of
consumption.
31
 STATISTICAL ANALYSES
ANOVA
ANOVA

One-way analysis of variance (ANOVA) was used to test for

significant differences in the total volume of consumption
according to spending money and BMI status.
 STATISTICAL ANALYSES
PEARSON
 PEARSON
Pearson correlations were used to
examine relationships among knowl-
edge, attitudes, self-efficacy, outcome
expectancies, social support, and sugar-
sweetened beverage consumption
measured in total volume.

Multiple regression analyses were

conducted o determine whether total
volume of sugar-sweetened beverage
consumption (outcome variables) varied
by demographic characteristics,
knowledge, attitudes, self-efficacy,
outcome expectancies, and social
support (predictor variables).
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