台灣國小學童高脂、高糖、高鹽食品網紅行銷媒體素養教育介入之成效研究

Effectiveness of a media literacy intervention targeting influencer marketing of HFSS foods among Taiwanese elementary school children

目標：本研究旨在探討透過網紅行銷HFSS（High in Fat, Sugar, and Salt）食品的媒體素養教育介入課程，對國小高年級學童網紅行銷HFSS食品的認知素養、態度素養與因應效能的影響，並評估其減少HFSS食品攝取行為意圖的成效。方法：本研究採用群集隨機化設計，並以班級為單位進行分派。於2025年招募新北市某國小六年級學生為研究對象，實驗組接受4次網紅行銷HFSS食品媒體素養教育介入課程；對照組僅實施前後測問卷測量。四個網紅行銷HFSS食品媒體素養教育課程單元包括：「網紅行銷大解密」、「網紅行銷亮紅燈：HFSS食品危機」、「行銷誘惑我可擋」、「網紅行銷停看聽：拒絕HFSS食品大挑戰」。實驗組與對照組各75人，透過前後測問卷並利用廣義估計方程式（Generalized Estimating Equations）進行分析評價介入之成效。結果：網紅行銷HFSS食品媒體素養教育能顯著提升學生網紅行銷HFSS食品的認知素養、態度素養及抵抗行銷的因應效能，且在HFSS食品攝取行為意圖上顯著下降。結論：將網紅行銷HFSS食品議題納入國小階段之媒體素養教育，有助於提升兒童的批判性思考與抵抗HFSS食品行銷的能力。

Objectives: The effects of an educational media literacy intervention targeting influencer marketing of foods high in fat, sugar, and salt (HFSS) on conceptual and attitudinal advertising literacy, resistance efficacy, and behavioral intention to consume HFSS foods were investigated among elementary school children. Methods: A cluster-randomized design was employed, with intact classes of sixth-grade students at an elementary school in New Taipei City, Taiwan, allocated to groups at the class level. The intervention group completed a series of four weekly modules focused on influencer marketing of HFSS foods, whereas the comparison group completed only the baseline and follow-up surveys. The intervention curriculum comprised four modules: (1)“Influencer Marketing Uncovered,”(2)“Recognizing the Health Risks of HFSS Foods,”(3)“Resisting the Lure of Persuasion,”and (4)“The HFSS Food Refusal Contest.”The intervention and comparison groups included 75 students each. Generalized estimating equations were used to evaluate intervention effectiveness. Results: The media literacy intervention significantly increased children’s conceptual and attitudinal advertising literacy and resistance efficacy in response to influencer marketing of HFSS foods and reduced their behavioral intention to consume HFSS foods. Conclusions: The integration of content on influencer marketing of HFSS foods into media literacy education at the elementary school level can foster critical thinking in children and empower them to recognize and resist persuasive HFSS food marketing.