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研究生:蘇郁珊
研究生(外文):Su, Yu-Shan
論文名稱:青少年接觸數位行銷經驗初探
論文名稱(外文):Exploring Adolescents’ Experiences of Digital MarketingExposure
指導教授:張鳳琴張鳳琴引用關係
指導教授(外文):Fong-Ching CHANG
學位類別:碩士
校院名稱:國立臺灣師範大學
系所名稱:健康促進與衛生教育學系健康促進與衛生教育碩士在職專班
學門:教育學門
學類:專業科目教育學類
論文出版年:2021
畢業學年度:109
語文別:中文
論文頁數:71
中文關鍵詞:青少年數位行銷
外文關鍵詞:teenagersdigital marketing
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本研究目的為探討青少年接觸數位行銷經驗,研究方法採質性訪談研究,在 2020 年訪談 6 名新北市國中學生,研究結果如下:
一、 青少年接觸數位科技經驗:青少年在學齡期接觸行動科技,因觀察模仿家人使用,或家中長輩所淘汰的手機,所以青少年多在國小四、五年級時擁有行動科技,花更多時間在手機上,對健康、學習及親子關係有影響。
二、 青少年數位行銷接觸與購用經驗:青少年較常在觀看 YouTube 及FB 時接觸各種數位行銷,觀看 YouTube 時接觸到網紅,青少年覺得網紅是分享者亦是被贊助者,接觸數位行銷讓青少年產生購用的想法,然家長管教提供購用的約束力。
三、 青少年使用線上遊戲與課金經驗:青少年玩線上遊戲時,常因好奇心、接觸遊戲內促銷,進而產生課金行為,青少年長時間玩線上遊戲,對青少年身體、心理及學習也造成影響。本研究建議家長需多關心青少年使用手機後的社交互動、身心變化及金錢使用模式,學校提供青少年辨識數位行銷觀念。
This study aims to explore teenagers’ digital marketing exposure experiences. The qualitative research method was conducted. Six junior high school students from New Taipei City were interviewed in 2020. The results were as follows.
1. Teenagers’ digital technology and internet usage experiences: Teenagers were exposed to mobile technologies during their primary school years by observing and imitating family members using their mobile devices. Most teengers had their own mobile devices by fourth or fifth grade. Teenagers spent more time on mobile devices had adverse effects to their health, learning, and parent-child relationships.
2. Digital marketing exposure and online purchasing experiences: YouTube and Facebook were most popular platforms exposing teenagers to digital marketing. While watching YouTubers on YouTube, teenagers think that YouTubers are sharing the sponsored contents. By exposing to digital
marketing like this, teenagers were motivated to buy the products promoted by the YouTubers. However, their parents can restrict them from purchasing.
3. Online gaming and in-app purchasing experiences: Teenagers often made in-app purchases while playing online games due to online in-game advertisements exposure and out of curiousity. Teenagers spent more time playing online games had adverse effects to their physical and psychological health as well as their learning. It was suggested that parents should pay more attention to their teengers’
social activities, physical and mental states stability, as well as how they spend money after their mobile devices usage, while schools should implement educational interventions to enhance teengers’ digital marketing literacy
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究問題 3
第四節 名詞定義 3

第二章 文獻探討 5
第一節 網路使用之現況 5
第二節 青少年數位行銷的接觸經驗與影響 9
第三節 青少年接觸使用線上遊戲經驗與影響 14
第四節 青少年的網購經驗與影響 17

第三章 研究方法 19
第一節 研究設計 19
第二節 研究對象 20
第三節 研究工具 22
第四節 實施程序 23
第五節 資料處理與分析 24

第四章 研究結果 25
第一節青少年數位科技及網路使用現況 25
第二節 青少年數位行銷的接觸經驗與影響 33
第三節 青少年接觸使用線上遊戲經驗與影響 40

第五章 討論、結論與建議 51
第一節 討論 51
第二節 結論 57
第三節 研究建議 60
第四節 研究限制 62

參考文獻 63
一、中文部分 63
二、英文部分 66

附錄一 青少年訪談大綱 70
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