여대생 절주 캠페인 전략 수립을 위한 음주행동 영향 요인 분석 : 계획된 행동이론을 적용한 여대생 음주행동 이해

초록

The purpose of this present study is to explore whether some factors have influence o the drinking behaviors of korean women’s college students based on the theory of planned behavior(TPB). For this purpose, depending on previous studies, some socio-psychological determinants have been derived to represent this study. Key socio-psychological variables were perceived stress, social support, drinking motives, cognitive outcome expectancy and self-efficacy. This study is conducted to investigate whether these psychological variables would affect drinking behaviors through drink attitude, subjective norm, perceived behavioral control. The participants of this study were 269 college women students. Hierarchial multiple regression analyses indicated that subjective norm and perceived behavioral control were significant variables on drinking behaviors. The structural equation modeling on key constructs constituting TPB and psychological factors showed that indirect path from drinking motives to drinking behaviors is significant. This result showed that TPB was useful model to understand and explain drinking behaviors of women’s college students. Moreover this results indicated that drinking behaviors was accompanied within relationship of peer groups, and evaluative beliefs which was formed under these relationships influence drinking behaviors. Also this study find public campaign understanding drinking behaviors of women’s college students or communication direction have to be developed to control subjective norm, which is social relationships with there peer groups.

키워드