嬰幼兒食品網路行銷與嬰幼兒餵食網路資訊呈現

Infant and Child Food Marketing and Feeding Information on the Internet

張瑛真(Ying-Chen Chang)

指導教授 ： 陳怡君

臺北醫學大學/公共衛生暨營養學院/保健營養學研究所/碩士(2014年)

摘要

由於網路的發達以及網路上豐富的資訊，網路已成為人們取得健康資訊的重要管道，也是家長照顧嬰幼兒時的重要資訊來源之一；許多公司亦會利用網路進行多元行銷。為了避免廠商以不當方式行銷嬰兒配方奶及其他母乳代用品可能造成的負面影響，國際母乳代用品銷售守則與台灣現有行銷規範均限制嬰兒奶粉之廣告宣傳與促銷。除了不當行銷外，網路上的健康資訊品質也有待商榷，而品質不佳的資訊可能對民眾的健康判斷或其健康狀況有負面之影響。因此，本研究欲探討嬰幼兒食品網站的行銷特色及嬰幼兒餵食相關資訊，並了解在Google所搜尋到的嬰幼兒餵食相關資訊之品質。本研究分為兩部分進行。
　　第一部分探討嬰幼兒食品網站中所呈現的行銷方法和健康資訊，以2011年台灣婦幼雜誌中所出現的嬰幼兒食品廣告整理出64個嬰幼兒食品品牌及網站，並以內容分析法檢視網站之行銷特色、嬰幼兒食品資訊和健康與營養資訊。結果顯示嬰幼兒食品網站全數具有品牌辨識，並會以社群媒體（50.0%）、會員註冊（54.7%）和各式促銷活動進行多元化行銷。嬰兒配方奶與副食品分別有35.9%及40.6%的網站並未遵循台灣行銷規範和國際銷售守則。有六成的嬰幼兒食品網站提供健康與營養資訊，但約兩成網站的資訊同時包含了產品之行銷。健康專業人員應注意嬰幼兒配方奶廣告及促銷資訊對媽媽之嬰幼兒餵食方式可能造成的影響，也應提供正確資訊與支持，使媽媽能順利達成理想餵食建議。
　　由於嬰幼兒食品網站中餵食資訊之使用對象可能僅涵蓋部分孩童家長，第二部分以模擬一般民眾上網搜尋健康資訊的方式，探討網路所搜尋到的嬰幼兒餵食資訊內容及其與參考建議的一致性。四項常見且重要的嬰幼兒餵食議題以關鍵字於台灣Google進行搜尋，收集各搜尋結果前100個網站並排除條件不符者，以資訊與參考建議一致性探討嬰幼兒餵食資訊品質，並以資訊是否標明更新時間與資訊來源評估資訊可信度。結果顯示395個網站中有35.2%為無關資訊，21.0%與參考建議一致。純母乳哺餵時間的資訊一致性最高（46.9%），副食品添加時機最低（8.0%）。網站類型以學術教育網站和政府機構網站的資訊一致性最高（40.2%、32.0%）。具相關資訊者中有79.3%標明資訊來源、62.9%標明資訊更新時間，但政府機構及學術教育網站的標示比例不高。本研究發現網路上的嬰幼兒餵食資訊多與參考建議有所不同，建議家長上網搜尋相關資訊時應先評估資訊可信度與正確性，並以政府和學術教育網站為優先選擇。健康專業人員也應推薦合適且可靠的網站，並教導如何評估網路資訊品質，以利家長取得正確的資訊而對其嬰幼兒餵食方式有正面的影響。

關鍵字

嬰幼兒食品網站 ； 網路 ； 行銷 ； 嬰幼兒餵食 ； 資訊

並列摘要

Background: Because of the increasing development and the large amount of information, the internet has become an important source for health information as well as for parents caring for their children. Many companies also use the internet to conduct multi-marketing. In order to avoid the adverse impact of aggressive marketing of infant formula and other breastmilk substitutes, the International Code of Marketing of Breastmilk substitutes (the Code) and the marketing norm in Taiwan limited the advertisements and promotions of infant formula. In addition to improper marketing, the quality of health information on the internet may also be a problem and may have a negative impact on people’s decisions and their health conditions.
Objectives: The purpose of this study was to realize marketing features and health information on infant and child food websites, and to realize infant and child feeding information on the internet and the consistency between the information and current recommendations.
Methods: The study used content analysis and was divided into two parts. In the first part of the study, 64 websites were selected based on infant and child food advertisements that appeared in parenting magazines from Taiwan during 2011, and to examine marketing features, product information of infant and child food, and health information on websites. In the second part of the study, we searched for advice on four infant feeding topics from Google. The first 100 websites for each of the four searches was assessed whether the information was consist with the current recommendations, and whether the information provided the source and the date updated for the credibility of information.
Results: In the first part of the study, the results showed that infant and child food websites contained a variety of marketing features, including brand identifiers (100.0%), social media (50.0%), registrations (54.7%) and other promotional activities. We found that 35.9% of websites promoted infant formula, violating the current marketing norm in Taiwan; 40.6% of websites promoted complementary food for infant before 6 months years old, violating the Code. 60.9% of websites provided information about health and nutrition while 18.8% of websites also contained the marketing of products in the above information. In the second part of the study, 35.2% of the 395 websites searched were not relevant and 21.0% provided consistent information. The consistency of information varied depending on the topic analyzed and ranged from 8.0% (introducing complementary food timing) to 46.9% (exclusive breastfeeding duration). Educational and governmental websites had the highest rates of consistency (40.2% and 32.0%). Where an answer was available, 79.3% of websites provided the source and 62.9% provided the date, and few of governmental and educational websites contained these information.
Conclusion: Infant and child food websites contain a variety of marketing features, and the information about infant and child feeding searched on the internet is very variable. Health professionals should mind the probable influences of promotions and advertisements for infant and child formula on the mothers and their feeding patterns. Besides, health professionals should recommend approved websites, educate parents on how to evaluate the quality of information on the internet, and provide correct information and support to mothers for achieving the ideal feeding recommendations.

並列關鍵字

Infant and child food websites ； Internet ； Marketing ； Infant and child feeding ； Information

參考文獻

參考文獻（文獻回顧）

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