青少年網路行銷暴露、素養對線上遊戲行為之影響
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2021
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Abstract
研究背景與目的：線上遊戲快速發展，如行動裝置及社群軟體等眾多平台都開始支援遊戲功能，玩家數量也因此越來越多。遊戲開發商為了龐大的商機投注鉅額費用在各式管道進行數位行銷。此研究目的是檢視遊戲數位行銷的暴露及素養對於青少年線上遊戲行為的影響。研究方法：本研究於2020年對新北市、桃園市、苗栗縣、彰化縣、宜蘭縣及花蓮縣等六縣市之七年級學生進行抽樣問卷調查，再以結構方程模式（Structure Equation Modeling）進行預測模式驗證及路徑分析。研究結果：在本研究調查的2,461 名7年級學生中發現，遊戲數位行銷暴露對於學生玩遊戲頻率有正向顯著影響。學生的概念性遊戲數位行銷素養對於玩遊戲頻率沒有顯著影響，學生的評價性遊戲數位行銷素養對玩遊戲頻率有負向顯著影響。另學生玩遊戲頻率對於其問題遊戲行為有正向顯著影響。結論：本研究發現遊戲數位行銷暴露對學生玩遊戲頻率為危險因子，評價性數位行銷素養為保護因子，建議應訂定相關政策減少青少年遊戲數位行銷暴露及強化評價性數位行銷素養，以降低問題遊戲行為。
Background: With the extraordinary profit in game marketing, enormous amounts of money have been spent on online marketing. This study aimed to examine the effects of online gaming marketing exposure and literacy on online gaming behaviors among adolescents.Methods: In 2020, 7th grade students were recruited from junior high schools located in 6 different cities/counties in Taiwan. Self-administered questionnaire was used. Structural equation modeling (SEM) analyses were performed to examine the effects.Results: A total of 2,461 seventh grade students were included in this study. This study showed that the effect of exposure to online gaming marketing on gaming frequency was significantly positive. The effect of conceptual gaming marketing literacy on gaming frequency was insignificant. Evaluative gaming marketing literacy had a significantly negative effect on gaming frequency. The effect of gaming frequency on problematic gaming was also positively significant.Conclusions: Exposure to gaming marketing was a risk factor of gaming frequency, while evaluative gaming marketing literacy was a protective factor of gaming frequency. It was recommended to regulate adolescents’ gaming marketing exposure and strengthen digital marketing literacy to reduce problematic gaming.
Background: With the extraordinary profit in game marketing, enormous amounts of money have been spent on online marketing. This study aimed to examine the effects of online gaming marketing exposure and literacy on online gaming behaviors among adolescents.Methods: In 2020, 7th grade students were recruited from junior high schools located in 6 different cities/counties in Taiwan. Self-administered questionnaire was used. Structural equation modeling (SEM) analyses were performed to examine the effects.Results: A total of 2,461 seventh grade students were included in this study. This study showed that the effect of exposure to online gaming marketing on gaming frequency was significantly positive. The effect of conceptual gaming marketing literacy on gaming frequency was insignificant. Evaluative gaming marketing literacy had a significantly negative effect on gaming frequency. The effect of gaming frequency on problematic gaming was also positively significant.Conclusions: Exposure to gaming marketing was a risk factor of gaming frequency, while evaluative gaming marketing literacy was a protective factor of gaming frequency. It was recommended to regulate adolescents’ gaming marketing exposure and strengthen digital marketing literacy to reduce problematic gaming.
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Keywords
數位行銷, 廣告暴露, 概念性素養, 評價性素養, 線上遊戲頻率, 問題遊戲行為, digital marketing, exposure to advertising, conceptual literacy, evaluative literacy, online gaming frequency, problematic gaming