Tri-Service General Hospital, Taipei 11490, Taiwan.
Department of Health Promotion and Health Education, National Taiwan Normal University, Taipei 10610, Taiwan.
Int J Environ Res Public Health. 2022 Aug 26;19(17):10661. doi: 10.3390/ijerph191710661.
In this study, we examined excessive online gaming by adolescents and the resultant effects of their exposure to the online marketing of energy drinks and alcohol, and whether marketing literacy could serve as a mitigating factor. This cross-sectional study was conducted in 2020. Data were obtained from a sample of 2613 seventh-grade students from 30 middle schools in Taiwan. A self-administered questionnaire was conducted. The results showed that nearly 18% of the adolescent respondents had used energy drinks, while 75% reported seeing energy-drink advertisements on the internet in the past year. Multiple regression results indicated that factors such as being male, reporting excessive gaming, being exposed to higher levels of online energy-drink marketing, and reporting alcohol use were positively associated with energy-drink consumption. A higher level of online energy-drink marketing-affective literacy, however, was negatively associated with energy-drink consumption. In conclusion, factors that predicted energy-drink consumption among adolescents included excessive gaming and exposure to online energy-drink marketing, but marketing-affective literacy tended to lessen the impact of such advertising.
本研究旨在探讨青少年过度玩线上游戏的现象，以及他们接触线上能量饮料和酒精营销的后果，同时探讨营销素养是否可以起到缓解作用。这是一项 2020 年进行的横断面研究，数据来自台湾 30 所中学的 2613 名七年级学生。采用自我报告问卷调查的方式进行。结果表明，近 18%的青少年受访者使用过能量饮料，75%的人报告在过去一年中在网上看到过能量饮料广告。多元回归结果表明，男性、过度玩游戏、接触更高水平的网络能量饮料营销以及饮酒等因素与能量饮料消费呈正相关。然而，较高的网络能量饮料营销情感素养与能量饮料消费呈负相关。综上所述，预测青少年能量饮料消费的因素包括过度玩游戏和接触网络能量饮料营销，但营销情感素养往往会减轻此类广告的影响。
