零食、含糖飲料的電視廣告對桃園縣國小學童體位之影響

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Title:	零食、含糖飲料的電視廣告對桃園縣國小學童體位之影響
Authors:	簡淑真
Contributors:	生活應用科學研究所碩士在職專班
Keywords:	國小學童 Primary School Children 零食 Snacks Food 含糖飲料 Soft Drinks 學童體位 Children’s Body Weight 電視廣告 Television advertising
Date:	2012
Issue Date:	2012-10-16 11:47:24 (UTC+8)
Abstract:	隨著生活水準的提升以及飲食型態的改變，學童體位的改變一直是相當值得關注的議題。且隨著家庭結構改變，雙薪家庭越來越普遍，父母將投注在工作上的時間遠超過家庭。因此，觀看電視便成為兒童日常生活的基本活動。此外，從兒童最常觀看電視節目時段中的電視廣告之屬性發現，多為零食與含糖飲料。本研究旨在探討零食、含糖飲料的電視廣告對於桃園縣國小學童體位之影響，採問卷調查方式，以桃園縣二市二鄉（桃園市、八德市、新屋鄉、蘆竹鄉）公立國民小學為研究範圍，各選取二所之六年級各兩班學生為研究對象，總共16班為母群體，共計回收有效問卷520份，研究工具包括：「個人基本背景變項」、「零食、含糖飲料的電視廣告量表」及「零食、含糖飲料的消費行為量表」。施測所得資料以統計套裝軟體 SPSS for Windows 12.0 進行結果分析，分別以敘述統計、獨立樣本t 檢定、單因子變異數分析、LSD事後比較法、皮爾森積差相關，以及多元迴歸等統計方法分析。主要之研究結果如下：一、學童常看到零食、含糖飲料的電視廣告中的種類次數依序是餅乾、洋芋片；碳酸飲料；茶類飲料；糖果、巧克力；乳製品，運動飲料。二、學童常去購買的零食、含糖飲料的種類次數依序是餅乾、洋芋片；茶類飲料；糖果、巧克力；乳製品；運動飲料；碳酸飲料。三、學童「個人背景變項」中，父親職業對於「零食、含糖飲料的電視廣告」有顯著的差異。四、學童「個人背景變項」中，性別、居住地、父親職業對「零食、含糖飲料的消費行為」有顯著的差異。五、「零食、含糖飲料的電視廣告」與「零食、含糖飲料的消費行為」之間為正相關且達顯著水準（p﹤.01）。根據本研究之結果，建議家長宜多加強兒童的飲食消費教育及均衡飲食的概念，同時多鼓勵喝白開水以取代含糖飲料。並經由適度管控其零用錢，以達到少吃零食、含糖飲料的目的。學校方面則多加強學童的營養教育，並建立對零食、含糖飲料的電視廣告有自我約束的能力，以培養學童正確的飲食消費行為。關鍵字：國小學童、零食、含糖飲料、學童體位、電視廣告 Abstract With the growth of living standards and change of dietary patterns, the change of children’s body weight is always an issue of great concern. Moreover, with the change of family structure and the prevalence of families with double pay, parents invest much more time in work than in family. Therefore, watching TV becomes children’s basic activity in their daily life. In addition, it is found that most television advertisings are snacks food and soft drinks in the TV programs children often watch. Adopting the questionnaire survey as the method, the study aims to explore the influence of television advertising related to snacks food and soft drinks on primary school children’s body weight in Taoyuan City, Bade City, Xinwu Township and Luzhu Township of Taoyuan County. Students in two classes of Grade 6 from two elementary schools in the above four places (16 classes in total) are selected respectively. There are 520 effective questionnaires are recovered in total. The research tools are comprised of personal basic background variables, Scale of Snacks Food and Soft Drinks television Advertising and Consuming Behavior Scale of Snacks Food and Soft Drinks. The tested data are analyzed by the statistical software package SPSS for Windows 12.0, and by statistical methods of descriptive statistics, independent samples t-test, one-way ANOVA, LSD post-hoc comparison, Pearson product-moment correlation and multiple regression method. The major research results are as follows: 1. The types of snacks food and soft drinks in the television advertisings preschool children often watch are sorted in the sequence of biscuits, potato chips, carbonated drinks, tea drinks, sugar, chocolates, dairy products and sports drinks. v 2. The snacks food and soft drinks preschool children often buy are sorted in the sequence of biscuits, potato chips, tea drinks, sugar, chocolates, dairy products, sports drinks, carbonated drinks. 3. In terms of the personal background variables of preschool students, parents’ professions are significantly related to television advertisings of snacks food and soft drinks. 4. In terms of the personal background variables of preschool students, gender, residence and parents’ professions are significantly related to the consuming behaviors of snacks food and soft drinks. 5. Television advertisings of snacks food and soft drinks are positively and significantly related to consuming behaviors of snacks food and soft drinks. (p﹤.01). In accordance with the research results, it is suggested that parents should not only enhance the education related to dietary consumption and the concept of balanced diet to their children, but also encourage them to drink more boiled water instead of soft drinks. Moreover, they should properly control their pocket money so as to achieve the purpose of eating less snacks food and soft drinks. The schools should enhance the nutrition education to preschool children and help them develop their ability of constriction of television advertisings related to snacks food and soft drinks so as to cultivate their correct diet consuming behaviors.
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