健康促進與衛生教育學報第61期
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2025 / 12
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pp. 39 - 64
減重產品數位行銷素養教育介入對高中女生之效果研究
The Intervention Effects of Digital Marketing Literacy Education on Weight-Loss Products for Female High School Students
作者
林麗娟 Li-Chuan Lin
(輔英科技大學護理系兼任助理教授 Assistant Professor, Department of Nursing, Fooyin University, Taiwan)
黃資富 Tzu-Fu Huang
(新光吳火獅紀念醫院研究員 Researcher, Shin Kong Wu Ho-Su Memorial Hospital, Taiwan)
張鳳琴 Fong-Ching Chang
*
(國立臺灣師範大學健康促進與衛生教育學系教授 Professor, Department of Health Promotion and Health Education, National Taiwan Normal University, Taiwan)
林麗娟 Li-Chuan Lin
輔英科技大學護理系兼任助理教授 Assistant Professor, Department of Nursing, Fooyin University, Taiwan
黃資富 Tzu-Fu Huang
新光吳火獅紀念醫院研究員 Researcher, Shin Kong Wu Ho-Su Memorial Hospital, Taiwan
張鳳琴 Fong-Ching Chang
*
國立臺灣師範大學健康促進與衛生教育學系教授 Professor, Department of Health Promotion and Health Education, National Taiwan Normal University, Taiwan
中文摘要
目的：本研究目的是評估減重產品數位行銷素養教育介入對高中女生數位行銷素養、抵抗說服行為意圖與購買意圖之影響。
方法：採類實驗設計。以高雄市一所市立高中11 年級女學生( 年齡為15歲至17 歲) 為研究對象，參與者共有166 名學生，實驗組77 名學生，對照組89 名學生。本研究於民國112 年3 月至6 月進行，實驗組學生進行前、後測及4 次50 分鐘的減重產品數位行銷素養介入課程，而對照組則接受前、後測與一般教學。
結果：減重產品數位行銷素養教育介入對高中女生的數位行銷素養與抵抗說服行為意圖有顯著影響，而購買意圖無顯著影響。
結論：減重產品數位行銷素養教育介入對於高中女生可以有效提升數位行銷素養與抵抗說服行為意圖。建議將減重產品數位行銷素養教育納入學校課程，能顯著提升青少年網路上數位行銷識別能力和個人因應能力，學校健康體位計劃也可以納入此素養教育介入，以提高學生因應社群媒體減重產品行銷的影響，以預防當前青少年日益嚴重不健康飲食行為及健康體位等問題。
英文摘要
Objective: This study aimed to evaluate the effects of a digital marketing literacy education intervention on female high school students’ digital marketing literacy, resistance to persuasion intentions, and purchase intentions related to weight-control products.
Methods: A quasi-experimental design was employed. The participants were 166 11th-grade female students (aged 15–17 years) from a municipal high school in Kaohsiung City. The intervention group included 77 students, while the comparison group comprised 89 students. The study was conducted from March to June 2023. The intervention group completed pre- and post-tests and participated in four 50-minute sessions of digital marketing literacy education focused on weight-control products. The comparison group completed pre- and post-tests but received only standard instruction.
Results: The digital marketing literacy education intervention had significant positive effects on digital marketing literacy and resistance to persuasion intentions. However, it showed no significant impact on purchase intentions.
Conclusion: The findings indicate that a digital marketing literacy education intervention effectively enhances digital marketing literacy among female high school students. It is recommended that integrating digital marketing literacy education into school curricula to enhance students' ability to recognize and respond to digital marketing, particularly on social media platforms. Incorporating such education into school-based health promotion programs may also help mitigate the growing prevalence of unhealthy dietary behaviors and weight-related health issues among adolescents.
中文關鍵字
高中女生;數位行銷素養;減重產品數位行銷;教育介入
英文關鍵字
digital marketing literacy; digital marketing of weight-control products; education intervention; female high school students