兒少與家長對社群媒體網紅行銷的理解與因應

Abstract

本研究旨在探討兒少與家長對社群媒體網紅行銷的看法和了解，與面對網紅行銷的因應方式。採質性研究方法，半結構式的深入訪談，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，研究結果如下：一、網紅行銷接觸：兒少與家長最常使用之社群媒體為YouTube，以觀看影片為主，經常接觸網紅行銷日常用品不健康飲食及遊戲等。二、網紅行銷理解：家長認為自己對網紅行銷辨識廣告能力不足，小孩更易受騙，但兒少認為自己有能力辨識出網紅行銷，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。三、對網紅看法：兒少與家長質疑網紅真實性，部分兒少有高度信任。四、影響與因應：兒少與家長易受網紅粉絲情感和業配內容而購買。兒少因應網紅行銷方式多為直接略過，家長多以多方比較等。兒童年齡層小的家庭多採限制管教，青少年的家庭多採主動型管教。五、困擾：年齡較小兒童困擾為不善於搜尋社群媒體，青少年困擾為接觸到不適當內容。六、建議：家長建議學校應早期介入兒少數位媒體素養教育，政府應訂定網紅行銷揭露政策揭露贊助訊息。This study explored children's and parents' perceptions, understanding, and coping strategies regarding influencer marketing on social media. A qualitative research approach was adopted, utilizing semi-structured in-depth interviews. In 2024, a total of 17 participants from five families were interviewed, including 11 children (grades 1–9) and six parents. The study findings were as follows: 1.Exposure to influencer marketing: YouTube was the most frequently used platform among children and parents, primarily for video watching. They were often exposed to influencer marketing related to daily necessities, unhealthy food, and games, which included purchase links and symbols (e.g., @, #). 2.Understanding: Parents struggled to recognize influencer ads and saw younger children as more easily deceived. However, children believed they could identify such marketing through discount codes, giveaways, product links, disclosure terms (e.g., “sponsor,”“sugar daddy”), and symbols (e.g.,"@", "#"). 3.Perceptions: Both children and parents often questioned the authenticity of influencers, yet some children placed a high level of trust in them. 4.Impact and coping strategies: Emotional ties to influencers influenced purchases. Children skipped ads, while parents compared products. Families with younger children favored restrictive mediation, whereas those with adolescents preferred active mediation. 5.Challenges: Younger children struggled with searching for content on social media, while adolescents were more concerned about encountering inappropriate content. 6.Recommendations: Parents suggested that schools introduce digital media literacy education at an early stage. They also recommended that the government implement policies requiring influencers to disclose sponsorship information.