女性主義的興起，改變了女性生活型態，社會女性飲酒的比例越來越高，加上特別在最近幾年，酒精性飲料呈現出迎合女性的「甜味系列」與「低酒精度」趨勢。本研究參考相關文獻製成「女性飲酒動機對休閒效益影響之研究問卷」，研究對象為有飲酒行為經驗的女性，以滾雪球方式發放問卷調查，獲得了328份問卷，並以描述性統計分析、獨立樣本t檢定、單因子變異數分析及迴歸分析，探討女性飲酒動機是否會影響休閒效益。
分析結果發現：(一)飲酒動機中以「強化感情」構面為最高。(二)休閒效益以「社交效益」構面為最高。(三)「21-30歲」飲酒動機中的「強化感情」感受程度高於其他年齡。總體來看，女性飲酒動機「強化感情」構面與休閒效益中的「生理效益」、「心理效益」、「社交效益」有顯著正相關。
本研究最後針對研究結果提出建議作為販售酒類經營者與後續研究者參考。
The rise of feminism has changed the pattern of women’s lives, and the proportion of women’s socially drinking has become higher. In addition, especially in recent years, advertising gears sweet and low-alcohol drinks towards women. This study collected questionnaire was developed with the relevant literature to explore the effect of women’s drinking motives to benefits of leisure. The research participants were women with experiences in drinking behavior and questionnaires were collected by snowball sampling. Finally, 328 questionnaires were obtained, and conducted by descriptive statistical analysis. Besides, Independent sample t-test, one-way ANOVA, and regression analysis were to explore whether women's drinking motivation will affect benefits of leisure.
The main results of this study were: (1) Enhanced emotion is the most influential on drinking motivation. (2) The most valued benefit of leisure is recognized as social benefits. (3) Enhanced emotion is the highest motivator among aged 21 to 30. Overall, the enhanced emotion of drinking motivation is significantly positively related to physiological benefits, psychological benefits and social benefits.
Finally, based on the conclusions of this study, suggestions are made to provide a reference for drinks industry to develop a marketing strategy aimed at attracting more women to spend disposable income on alcoholic beverages.
