基于扎根理论的北京市大学生外卖餐饮购买行为影响因素与干预关键点研究

Influencing factors and key intervention point of take-away food ordering behaviors among university students in Beijing:a Grounded Theory Study

目的构建北京市大学生外卖餐饮购买行为的影响因素理论模型,确定干预关键点,为促进北京高校学生健康餐饮提供建议。方法基于扎根理论,于2021年12月采用滚雪球法招募北京市8所高校24名学生进行半结构化访谈,对文本资料进行三级编码构建理论模型。结果共生成464个编码参考点,概括为67个子范畴,提炼为17个范畴,最终归纳为外卖因素(217参考点)、个人因素(101参考点)、环境因素(93参考点)和人际因素(53参考点)4个主范畴。餐饮质量与配送情况等外卖相关因素是影响学生外卖餐饮购买行为的最主要因素,点餐经历、健康认知等个人因素和校内食堂设置、课业压力、社会舆论等环境因素居于次位,而同学与家长对于外卖的态度倾向等人际因素则较少影响学生的外卖餐饮购买行为。结论外卖餐饮自身各方面因素对于学生的购买行为影响较大,且学生购买外卖的需求难以直接抑制;高校食堂水平发挥着十分重要的作用;大多数受访者对食品营养认识不足。对高校而言,环境因素中的学校食堂水平、个人因素中的健康认知可作为干预关键点。

Objective To develop a theory model of factors influencing university students′take-away food ordering behavior,to identify specific areas that require intervention,and to make suggestions to universities.Methods Based on grounded theory,this study conducted semi-structured interviews with 24 students from eight universities in Beijing through snowball sampling method in December,2021.Texts were analyzed by three-level coding to construct a theory model.Results 464 reference points were coded and categorized into 67 sub-categories,further summarized into 17 categories,and subsumed under 4 main categories which were take-away-food factors(217 reference points),individual factors(101 reference points),environment factors(93 reference points)and interpersonal factors(53 reference points).Take-away-food-related factors including food quality and delivery service are the primary influencing factors of university students′take-away food ordering behavior,while personal factors including experience and health knowledge and environmental factors including canteen service,stress of studying and public opinions rank second.Interpersonal factors including classmates and parents′attitude show less influence on students′take-away food ordering behavior.Conclusion Take-away-food-related factors show strong and direct impact on students′ordering behavior,and the need of students cannot be suppressed easily;the condition of canteens is an important factor as well;most of the interviewees showed unabundant knowledge of food nutrition.For universities,canteen conditions among environmental factors and health perceptions among personal factors can be deemed as the key intervention points for universities.