高中生酒品數位行銷素養教育介入研究

Abstract

本研究旨在探討酒品數位行銷素養教育介入，對高中學生酒品數位行銷素養、因應效能、因應行為與酒品購買及使用意圖之效果。以準實驗研究設計，選取 111學年度第二學期就讀於新北市高中一、二年級學生為研究對象。實驗組接受4次酒品數位行銷素養教育介入課程；對照組僅實施前後測問卷測量。四個酒品數位行銷單元包括：「揭開數位行銷的神秘面紗」、「置入性行銷面面觀」、「反思—行動」、「數位行銷大反擊」。實驗組84人對照組82人進行前後測，並利用廣義估計方程式（Generalized Estimating Equations）進行分析評價介入之成效。研究結果發現酒品數位行銷素養教育介入後，能提升學生酒品數位行銷素養、因應效能、因應行為。建議我國政府可以制定數位行銷贊助揭露規範，學校可以推動數位行銷素養教育，強化學生數位行銷素養，成為一個具有批判性思考能力的數位好公民。

The present study examined the effects of alcohol digital marketing literacy educational intervention among senior high school students. Utilizing a quasi-experimental design, the research was carried out in a senior high school situated in New Taipei City. The intervention group received four sessions of digital marketing literacy courses. A total of 84 senior high school students in the intervention group and 82 students in the comparison group participated in the baseline and follow-up surveys. Data analysis employed Generalized Estimating Equations to evaluate the intervention's effectiveness. Findings revealed that the alcohol digital marketing literacy educational intervention significantly enhanced students’ alcohol digital marketing literacy, coping efficacy, and coping behaviors. The study suggests governmental regulation regarding digital marketing sponsorship disclosure and advocates for educational initiatives within schools to bolster students' digital marketing literacy.