Paper Title
Effects of Alcohol Drinking Reduction Model by Applying Self Efficacy Among Women Farmers Group in Phitsanulok Province, Thailand

Abstract
This research is quasi-experimental research which aims to study efficiency of behavioral change with principle of persistence to enticement to reduce alcohol consumption among women group in area with high consumption rate in lower part of northern region. The samples included 60 housewives. The experiment was divided as two groups: the experiment group of 30 persons and the control group of 30 persons. They were selected with simple sampling methods. The experiment group joined the program for changing behaviors of alcohol consumption of the women group by applying theory of self-efficiency in term of persistence to enticement from main procedures including 1) Learning from successful sample in rejecting consuming alcohol 2) Seeing the model or experiences of others in rejecting the alcohol consumption 3) Using convincing words to make people believe that they can succeed in rejecting alcohol consumption and 4) promoting physical and emotional condition to have behavior of preventing alcohol consumption. The experiment group joined the program for 5 times. Data were accumulated by using a questionnaire before and after the experiment in the 4 th , 8 th and 12 th week. Data were analyzed with descriptive data, independent T-test and Repeated Measure ANOVA. The study result was found that women group in the experiment group and control group mostly had age range of 40 – 49 years old accounted for 43.3% and 46.7% and they were married accounted for 83.3% and 90.0%. The experiment group had average self-efficacy score before and after the experiment differently with statistical significance at 0.05 and average score of expectation in result and drinking behavior before and after the experiment differently with statistical significance at 0.05. When analyzing data with Repeated Measure ANOVA, the researcher found that the experiment group had increasing average score of self- efficacy with statistical significance at 0.05 (P-value <0.001) and increasing average score of behavior in reducing alcohol consumption with statistical significance at 0.05 (P-value <0.001) Keyword- Self-Efficacy, Drinking behavior, Women group