高中職學生玩線上賭博類遊戲與廣告暴露及效果之研究

本研究旨在探討高中職學生線上賭博類遊戲廣告暴露、廣告效果與玩線上賭博類遊戲意圖、頻率、問題賭博風險之現況與關係。研究對象為110-2學期就讀於宜蘭縣、花蓮縣的高中職學生，以自填式結構問卷調查，共計961份有效問卷。研究結果如下：一、過去一年內，有超過八成的高中職學生透過網路及電視看到線上賭博類遊戲廣告。另外，有近三成的高中職學生曾經玩線上賭博類遊戲，近一成的高中職學生曾經購買線上賭博類遊戲內產品。二、複迴歸結果發現，男學生、線上賭博類遊戲廣告暴露愈高、廣告效果愈高，其玩線上賭博類遊戲意圖與頻率愈高。三、複迴歸結果發現，學生線上賭博類遊戲廣告效果愈高、玩線上賭博類遊戲頻率愈高，其問題賭博風險愈高。依據本研究結果，建議政府單位應加以管制線上賭博類遊戲及其廣告，並建議推動數位行銷素養教育，以提升學生之數位行銷素養。

關鍵字

高中職學生；線上賭博類遊戲；廣告暴露；廣告效果

並列摘要

This study aims to explore the status and the relationships among online gambling game advertising exposure, advertising effects, online gambling game playing intention, frequency, and problem gambling risk among high school students. Participants included high school students in Yilan County and Hualien County. The self-administered questionnaire survey was conducted in 2022, while 961 valid questionnaires were analyzed. The results were as follows. 1.More than 80% of high school students saw online gambling game advertisements on the Internet and TV during the past year. About 30% of high school students played online gambling games, while 10% made in-game purchase. 2.Multiple regression results indicated that students who were males, had higher online gambling game advertising exposure and advertising effects were more likely to have higher gambling game playing intention and frequency. 3.Multiple regression results indicated that students who had higher online gambling game advertising effects and frequency were more likely to have higher problem gambling risk. Based on the findings, it was recommended that government should regulate online gambling game advertising, while digital marketing literacy education could be implemented to enhance students' digital marketing literacy.