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.

財團法人台灣網路資訊中心。（2020）。2020台灣網路報告。
張鳳琴、邱瓊慧、陳炳宏、江振東、苗迺芳、莊弘毅、龍芝寧。（2021）。數位置入行銷對青少年影響及揭露策略與批判素養介入研究。科技部專題研究計畫（未出版）。
教育部統計處。（2024）。高級中等學校校別概況-112學年度。
陳皓芸、楊燕枝、汪志勇、杜怡靜、王震宇。（2020）。公平交易法對網路廣告之適用與因應。公平交易季刊，28(3)，41-82。
Abidin, C., & Ots, M. (2015). The Influencer’s dilemma: The shaping of new brand professions between credibility and commerce. Paper presented at the AEJMC 2015, Annual Conference, San Fransisco, CA, August 6-9.
Arnold, A. (2017). Why YouTube stars influence millennials more than traditional celebrities. Forbes, June, 20.
Baldwin, H. J., Freeman, B., & Kelly, B. (2018). Like and share: associations between social media engagement and dietary choices in children. Journal of Public health nutrition, 21(17), 3210-3215.
Boerman, S. C., & Van Reijmersdal, E. A. (2016). Informing consumers about “hidden” advertising: A literature review of the effects of disclosing sponsored content. Advertising in new formats media: Current research implications for marketers, 115-146.
Boerman, S. C., & Van Reijmersdal, E. A. (2020). Disclosing influencer marketing on YouTube to children: The moderating role of para-social relationship. Frontiers in psychology, 10, 3042.
Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2014). Effects of sponsorship disclosure timing on the processing of sponsored content: A study on the effectiveness of European disclosure regulations. Psychology and Marketing, 31(3), 214-224.
Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2015). Using eye tracking to understand the effects of brand placement disclosure types in television programs. Journal of Advertising, 44(3), 196-207.
Boerman, S. C., Van Reijmersdal, E. A., Rozendaal, E., & Dima, A. L. (2018). Development of the persuasion knowledge scales of sponsored content (PKS-SC). International journal of advertising, 37(5), 671-697.
Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017). “This post is sponsored” effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook. Journal of Interactive Marketing, 38(1), 82-92.
Brown, D., & Hayes, N. (2008). Influencer marketing: Routledge.
Buchanan, L., Kelly, B., Yeatman, H., & Kariippanon, K. (2018). The effects of digital marketing of unhealthy commodities on young people: a systematic review. Nutrients, 10(2), 148.
Buchanan, L., Yeatman, H., Kelly, B., & Kariippanon, K. (2018). A thematic content analysis of how marketers promote energy drinks on digital platforms to young Australians. Australian and New Zealand Journal of Public Health. 42(6), 530-531.
Calvert, S. L. (2008). Children as consumers: Advertising and marketing. The future of children, 205-234.
Committee of Advertising Practice, & Competition and Markets Authority. (2020). Influencers’ guide to making clear that ads are ads. Retrieved from https://www.asa.org.uk/resource/influencers-guide.html
De Jans, S., Cauberghe, V., & Hudders, L. (2018). How an advertising disclosure alerts young adolescents to sponsored vlogs: The moderating role of a peer-based advertising literacy intervention through an informational vlog. Journal of Advertising, 47(4), 309-325.
De Jans, S., Hudders, L., & Cauberghe, V. (2018). Adolescents’ self-reported level of dispositional advertising literacy: how do adolescents resist advertising in the current commercial media environment? Young Consumers, 19(4), 402-420.
De Veirman, M., & Hudders, L. (2020). Disclosing sponsored Instagram posts: the role of material connection with the brand and message-sidedness when disclosing covert advertising. International journal of advertising, 39(1), 94-130.
Dhanesh, G. S., & Duthler, G. (2019). Relationship management through social media influencers: Effects of followers’ awareness of paid endorsement. Public relations review, 45(3), 101765.
Eisend, M., Van Reijmersdal, E. A., Boerman, S. C., & Tarrahi, F. (2020). A meta-analysis of the effects of disclosing sponsored content. Journal of Advertising, 49(3), 344-366.
European Advertising Standards Alliance. (2018). Best Practice Recommendations. Retrieved from https://www.easa-alliance.org/publication/best-practice-recommendations/
Evans, N. J., Hoy, M. G., & Childers, C. C. (2018). Parenting “YouTube natives”: The impact of pre-roll advertising and text disclosures on parental responses to sponsored child influencer videos. Journal of Advertising, 47(4), 326-346.
Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram influencer advertising: The effects of disclosure language on advertising recognition, attitudes, and behavioral intent. Journal of interactive advertising, 17(2), 138-149.
Federal Trade Commission. (2019). Disclosures 101 for Social Media Influencers. Retrieved from https://www.ftc.gov/system/files/documents/plain-language/1001a-influencer-guide-508_1.pdf
Folkvord, F., & van‘t Riet, J. (2018). The persuasive effect of advergames promoting unhealthy foods among children: A meta-analysis. Appetite, 129, 245-251.
Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 21(1), 1-31.
Graham, K. W., & Wilder, K. M. (2020). Consumer-brand identity and online advertising message elaboration: effect on attitudes, purchase intent and willingness to share. Research in Interactive Marketing, 14(1), 111-132.
Gupta, H., Lam, T., Pettigrew, S., & Tait, R. J. (2018). The association between exposure to social media alcohol marketing and youth alcohol use behaviors in India and Australia. BMC public health, 18, 1-11.
Hoek, R. W., Rozendaal, E., Van Schie, H. T., Van Reijmersdal, E. A., & Buijzen, M. (2020). Testing the effectiveness of a disclosure in activating children’s advertising literacy in the context of embedded advertising in vlogs. Frontiers in psychology, 11, 451.
Hudders, L., De Pauw, P., Cauberghe, V., Panic, K., Zarouali, B., & Rozendaal, E. (2017). Shedding new light on how advertising literacy can affect children's processing of embedded advertising formats: A future research agenda. Journal of Advertising, 46(2), 333-349.
International Council for Ad Self-Regulation. (2022). GUIDELINES FOR SOCIAL MEDIA INFLUENCERS. Retrieved from https://icas.global/advertising-self-regulation/influencer-guidelines/
International Telecommunication Union. (2022). Measuring digital development: Facts and Figures. Retrieved from https://www.itu.int/itu-d/reports/statistics/2022/11/24/ff22-youth-internet-use/
Khamis, S., Ang, L., & Welling, R. (2017). Self-branding,‘micro-celebrity’and the rise of social media influencers. Celebrity studies, 8(2), 191-208.
Klein, E. G., Czaplicki, L., Berman, M., Emery, S., & Schillo, B. (2020). Visual attention to the use of# ad versus# sponsored on e-cigarette influencer posts on social media: A randomized experiment. Journal of health communication, 25(12), 925-930.
Lee, J., Kim, S., & Ham, C.-D. (2016). A double-edged sword? Predicting consumers’ attitudes toward and sharing intention of native advertising on social media. Journal of American Behavioral Scientist, 60(12), 1425-1441.
Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
Lou, C., Ma, W., & Feng, Y. (2020). A sponsorship disclosure is not enough? How advertising literacy intervention affects consumer reactions to sponsored influencer posts. Journal of Promotion Management, 27(2), 278-305.
Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2020). User generated content presenting brands on social media increases young adults’ purchase intention. International journal of advertising, 39(1), 166-186.
Noel, J. K., Sammartino, C. J., & Rosenthal, S. R. (2020). Exposure to digital alcohol marketing and alcohol use: A systematic review. Journal of Studies on Alcohol and Drugs, Supplement(s19), 57-67.
Office of Communications. (2021). Children And Parents: Media Use And Attitudes Report. Retrieved from https://www.ofcom.org.uk/__data/assets/pdf_file/0025/217825/children-and-parents-media-use-and-attitudes-report-2020-21.pdf
Office of Communications. (2023). Children And Parents: Media Use And Attitudes Report. Retrieved from https://www.ofcom.org.uk/__data/assets/pdf_file/0027/255852/childrens-media-use-and-attitudes-report-2023.pdf
Romer, D., & Moreno, M. (2017). Digital media and risks for adolescent substance abuse and problematic gambling. Pediatrics, 140(Supplement_2), S102-S106.
Rozendaal, E., Opree, S. J., & Buijzen, M. (2016). Development and validation of a survey instrument to measure children's advertising literacy. Media Psychology, 19(1), 72-100.
Stubb, C., & Colliander, J. (2019). “This is not sponsored content”–The effects of impartiality disclosure and e-commerce landing pages on consumer responses to social media influencer posts. Computers in Human Behavior, 98, 210-222.
Stubb, C., Nyström, A.-G., & Colliander, J. (2019). Influencer marketing: The impact of disclosing sponsorship compensation justification on sponsored content effectiveness. Journal of Communication Management, 23(2), 109-122.
Van Reijmersdal, E. A., Boerman, S. C., Buijzen, M., & Rozendaal, E. (2017). This is advertising! Effects of disclosing television brand placement on adolescents. Journal of Youth and Adolescence. 46, 328-342.
Van Reijmersdal, E. A., Fransen, M. L., Van Noort, G., Opree, S. J., Vandeberg, L., Reusch, S., Boerman, S. C. (2016). Effects of disclosing sponsored content in blogs: How the use of resistance strategies mediates effects on persuasion. American Behavioral Scientist, 60(12), 1458-1474.
Van Reijmersdal, E. A., & van Dam, S. (2020). How age and disclosures of sponsored influencer videos affect adolescents’ knowledge of persuasion and persuasion. Journal of youth and adolescence, 49(7), 1531-1544.
Wojdynski, B. W., & Evans, N. J. (2016). Going native: Effects of disclosure position and language on the recognition and evaluation of online native advertising. Journal of Advertising, 45(2), 157-168.
World Health Organization. (2019). Monitoring and restricting digital marketing of unhealthy products to children and adolescents: report based on the expert meeting on monitoring of digital marketing of unhealthy products to children and adolescents: Moscow, Russian Federation, June 2018.