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.