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研究生: 鄭聖儒
Rutherford, Ru
論文名稱: 青少年網路行銷暴露、素養對線上遊戲行為之影響
The Effects of Online Marketing Exposure and Literacy on Adolescents' Online Gaming Behavior
指導教授: 張鳳琴
Chang, Fong-Ching
口試委員: 李景美
Lee, Ching-Mei
邱瓊慧
Chiu, Chiung-Hui
張鳳琴
Chang, Fong-Ching
口試日期: 2021/08/30
學位類別: 碩士
Master
系所名稱: 健康促進與衛生教育學系
Department of Health Promotion and Health Education
論文出版年: 2021
畢業學年度: 109
語文別: 英文
論文頁數: 54
中文關鍵詞: 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
英文關鍵詞: digital marketing, exposure to advertising, conceptual literacy, evaluative literacy, online gaming frequency, problematic gaming
研究方法: 調查研究
DOI URL: http://doi.org/10.6345/NTNU202101659
論文種類: 學術論文
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  • 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.

    Chapter 1 Introduction 1 1.1 Background 1 1.2 Study Purpose and Aims 3 Chapter 2 Literature Review 4 2.1 Gaming Behavior 4 2.2 Online Marketing Exposure 7 2.3 Online Marketing Literacy 8 2.3.1 Conceptual Literacy 10 2.3.2 Evaluative Literacy 11 Chapter 3 Methods 14 3.1 Conceptual Framework 14 3.2 Participants 16 3.3 Study Variables and Measurements 17 3.3.1 Measurements 17 3.4 Analysis 21 Chapter 4 Results 22 4.1 Sample Characteristics 22 4.2 Test for Data Normality 22 4.3 Test for Offending Estimates 25 4.4 Validity 26 4.5 Correlations 26 4.6 Measurement Model 28 4.7 Structural Model 30 4.7.1 Goodness of fit test 30 4.7.2 Results of Hypothesis Paths 32 Chapter 5 Discussion and Conclusions 34 5.1 Discussion 34 5.2 Conclusions 38 5.3 Suggestions 38 5.4 Strengths and Limitations 39 References 41

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