目標：隨著社群媒體與網紅行銷盛行，消費者易受網紅影響而引發不成熟消費決策與行為，尤其是兒少，更可能受不健康行銷產品影響。因此，本研究旨在探討兒少與家長對社群媒體網紅行銷的理解與因應方式，以提供未來家長管教、學校教育及政策制定之參考。 方法：採質性研究方法，半結構式的深入訪談，採立意取樣於2024 年邀請國小一年級至國中三年級兒少共11 位，與他們的家長共6 位，總計五組家庭，共17 位研究參與者進行訪談，並以主題分析法做資料整理與分析。 結果：兒少與家長經常接觸網紅行銷日常用品、不健康飲食及遊戲等，普遍家長認為自己辨識網紅行銷能力有限，小孩更易受騙，但兒少自認能辨識出網紅行銷，如透過優惠碼、贈品、商品連結、揭露詞彙（乾爹、贊助）、符號標示（@、＃）等。兒少與家長易受網紅粉絲情感和業配內容而購買，兒兒少的因應方式多為直接略過業配內容，家長則傾向多方比較業配產品。管教上，兒童年齡層小的家庭多採限制型管教（如限制數位設備時間及內容），青少年的家庭多採主動型管教（如主動教導網路安全）。多數家長期待學校能早期介入兒少數位媒體素養教育，並呼籲政府訂定明確的網紅行銷揭露政策。 結論：兒少易接觸不健康行銷產品，對網紅行銷理解存在階段性落差，家長對高年級以上兒少越難以控管，因此，應加強數位媒體素養教育，並立法規範網紅行銷揭露，以保護兒少免受影響。

Objectives: With the widespread influence of social media and the rise of influencer marketing, consumers—especially children—are increasingly susceptible to impulsive purchasing decisions. They are also more likely to be exposed to unhealthy marketing content. This study aims to explore the comprehension and coping strategies of children and their parents regarding social media influencer marketing, in order to provide references for parenting practices, school education, and policy development. Methods: This study adopted a qualitative research design and conducted semi-structured in-depth interviews. Using purposive sampling, 17 participants from five families were recruited in 2024, including 11 children (ranging from first grade of elementary school to third grade of junior high school) and 6 parents. The data were analyzed using thematic analysis. Results: Both children and parents reported frequent exposure to influencer marketing related to daily products, unhealthy foods, and online games. Most parents believed they had limited ability to identify influencer marketing and expressed concerns about their children’s susceptibility. In contrast, children perceived themselves as capable of identifying influencer content through cues such as discount codes, giveaways, product links, disclosure phrases (e.g., “sponsored,” “collab”), and platform-specific symbols (e.g., “@”, “#”). Both groups indicated that emotional attachment to influencers and the content itself often influenced purchasing decisions. In response, children tended to skip over sponsored content, whereas parents preferred to compare and verify product information before deciding. Parenting styles also varied by child age: families with younger children were more likely to adopt restrictive approaches (e.g., limiting screen time or access), while those with older children favored proactive guidance (e.g., teaching internet safety). Most parents expressed the need for early school-based media literacy education and called for the government to establish clear regulations on influencer marketing disclosures. Conclusions: Children are frequently exposed to unhealthy marketing content, and their understanding of influencer marketing varies by developmental stage. As they grow older, parental control becomes more challenging. Therefore, enhancing digital media literacy education and enacting disclosure regulations are essential steps to protect children from inappropriate marketing influence.

兒少;社群媒體;家長;網紅行銷;贊助揭露

children; social media; parents; influencer marketing; sponsorship disclosure