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政大機構典藏 > 學術期刊 > 廣告學研究 > 期刊論文 > Item 140.119/104872

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Title:	雙親介入方式對學齡前幼兒廣告認知力之影響
Other Titles:	The Impact of Parental Mediation on Pre-school Children`s Cognitive Capability in Processing TV Commercials
Authors:	蕭湘文;蔡蓉蓉
Keywords:	雙親介入方式;學齡前幼兒;廣告認知力 Commercial cognition;Parental mediation;Pre-school children
Date:	2009-07
Issue Date:	2016-12-14 14:19:58 (UTC+8)
Abstract:	本研究主要想了解在快速成長的兒童廣告中，家長陪看電視習慣與態度對學齡前幼兒的廣告認知力有何影響。經由便利抽樣，選取台北市文山區十一所公私立幼稚園，並於2008年4月間以問卷調查了二百一十九位的家長及其幼童。本研究主要發現有三：（一）幼童年齡對廣告認知力有顯著影響；性別或觀看電視量與廣告認知力則無明顯關係。（二）在廣告認知力三項指標當中，雙親介入方式只對幼童廣告目的辨別力有顯著影響。（三）雙親介入的三種方式對幼童廣告認知力的影響程度上並無太大差別。 This study aimed at examining the impact of parental mediation on preschool children`s cognitive capabilities in processing TV commercials. By non-random sampling, 219 students with their parents from 11 kindergartens in Taipei City were surveyed in April, 2008. The results showed that: (1) Children with different ages had demonstrated different capabilities in processing TV commercials. However, children`s sex and the amount of TV viewing were not significantly correlated with children`s cognitive capabilities. (2) The extent of parental mediation was positively and significantly correlated with children`s capabilities in recognizing commercial intentions. (3) Three types of parental mediation showed similar patterns of impact on children`s cognitive capabilities.
Relation:	廣告學研究, 32, 1-25
Data Type:	article
Appears in Collections:	[廣告學研究] 期刊論文

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