Individual Psychology And Media Factors Of Excessive Intake Of Milk Tea Among The Youth

Excessive intake of sugar-sweetened beverages can cause health problems such as obesity,diabetes,cardiovascular diseases,thus posing a threat to individual and public health.In recent years,with the emergence of milk tea industry,milk tea has become a new typical representative of sugar-sweetened beverage,and young people have become the main consumers.With the change of diet concept and the development of digital media,the problem of excessive milk tea consumption among the youth has become a social issue,which deserves researchers' intensive attention.Why are youth groups prone to consume milk tea excessively? Through combing the domestic and foreign researches on healthy eating behavior,sugar-sweetened beverages and milk tea,it is found that current researches pay little attention to excessive milk tea intake,especially the empirical studies on reasons behind such behavior.This paper aims to discover the personal characteristics of excessive milk tea intake in the youth,explore psychological mechanism and media mechanism behind the behavior referring to the planned behavior theory(TPB)and media theory,and finally propose targeted measures to prevent the excessive intake of milk tea.This paper collected 364 youth questionnaire data,then used the SPSS software to carry on the descriptive analysis,the difference test and the binary logistic regression analysis.The results found that:(1)Characteristics of excessive milk tea intake among youth: women are more likely to be addicted to milk tea than men;the youth who drink too much milk tea have more positive attitude to milk tea,more frequent contact with the promotion of milk tea information,they have higher exposure to new media and trust in new media.(2)The key factors of excessive milk tea intake: The behavior attitude,perceptual behavior control and the trust in new media and traditional media significantly influenced the excessive intake behavior,but the subjective norm had no significant predictive effect on it.The information exposure of new media and traditional media did not affect such behavior,only the trust level of traditional media has significant effect.In conclusion,this study suggests that we should avoid the inherent common sense,pay attention to the particularity of the phenomenon of excessive milk tea intake,and focus on the influence of individual attitude and external environment.In addition,we need to give full play to the trust advantages of traditional media,to help shape the rational cognition of young people on milk tea.