數位行銷素養教育介入對國中生成效研究

Effects of Digital Marketing Literacy Educational Intervention on Junior High School Students

The aim of this study was to examine the effects of digital marketing literacy educational intervention for junior high school students. A quasi-experimental design was used. The study was conducted in a middle-school located in New Taipei city. The curriculum consisted of 4 sessions of digital marketing literacy course. The intervention group received digital marketing literacy course, while the comparison group received regular course. A total of 43 middle-school students in the intervention group and 44 students in the comparison group successfully participated in the baseline and follow-up surveys. Generalized Estimating Equations method was used to evaluate the effects of the educational intervention. The results indicated that digital marketing literacy educational intervention had positive impacts to enhance students’digital marketing risk perception and coping behaviors. It was suggested that schools could implement digital marketing literacy education to advance students' digital marketing risk perception and coping behaviors.