網紅行銷揭露策略對某高中學生數位行銷素養、抵抗力、品牌喜好和購用意圖影響之研究

Abstract

本研究旨在了解網紅行銷揭露策略對高中學生數位行銷素養、數位行銷抵抗力、品牌喜好及購用意圖的影響。本實驗研究將學生隨機分派至三組，包括：（1）揭露組：學生觀看網紅行銷影片包括影片前後以黑底白字明顯揭露贊助商關係、片頭提及贊助商邀請、片尾感謝乾爹贊助商，並於影片簡介標註「#廣告 #贊助」；（2）半揭露組：學生觀看網紅行銷影片僅保留片頭提及贊助商邀請和片尾感謝乾爹贊助商，並於簡介標註「#感謝乾爹_贊助商」；（3）未揭露組：學生觀看網紅行銷影片無前述任何揭露與標註。學生觀看完影片後立即填寫問卷，共完成台北市353名高中學生問卷調查。多變項分析結果顯示網紅行銷揭露組與半揭露組的揭露贊助資訊皆比未揭露組可顯著提升高中學生廣告辨識、數位行銷概念層面素養和數位行銷抵抗力，然在學生數位行銷態度層面素養、品牌喜好和購用意圖無顯著差異。此外，學生為揭露組且數位行銷概念與態度層面素養越高者其數位行銷抵抗力越高。根據結果，建議政府應規範網紅行銷贊助揭露，學校強化數位行銷批判素養教育，以提升學生的數位行銷批判素養與抵抗力。This study examined how influencer marketing sponsorship disclosures impact high school students’ digital marketing literacy, resistance, brand preference, and purchase intentions. Employing an experimental design, participants were randomly assigned to three groups: the “disclosure group,” viewing influencer marketing videos with clear sponsorship disclosures and hashtags (#Advertisement #Sponsored); the “half-disclosure group,” with initial sponsor mentions and hashtags (#Thanks Godfather_[sponsor]); and the “undisclosed group,” without any disclosures. After viewing, students completed a questionnaire. A total of 353 high school students from Taipei City participated in the study.Multivariate analysis revealed that both the disclosure and half-disclosure groups had higher advertisement recognition, digital marketing conceptual literacy, and resistance compared to the undisclosed group. However, no significant differences were found in digital marketing attitude literacy, brand preference, or purchase intentions. Notably, students in the disclosure group, particularly those with higher digital marketing conceptual and attitude literacy, displayed stronger resistance. These findings emphasize the need for governmental regulation on sponsorship disclosure and advocate for educational interventions in schools to enhance students' critical digital literacy and resistance skills.