| 摘要: | 背景：世界衛生組織建議，每日糖攝取量應小於每日總熱量攝取的10%，若能限制在5% 以內更佳；過去許多研究顯示，含糖飲料常為過量攝取糖份的主因，易增加罹患慢性疾病的風險。根據臺灣歷年國民營養健康調查，我國青少年的含糖飲料攝取頻率相當高；且隨著網路與智慧型手機的普及，青少年容易在社群媒體上接觸到各式各樣的含糖飲料行銷。臺灣已修訂法規要求業者標示手搖飲料的總糖量，以避免民眾從中攝取過多糖量；目前國內外卻較少有手搖飲料標示資訊與網路行銷相關的研究。方法：本研究分成兩部分進行：第一部分以內容分析法探討臺灣手搖飲料的標示資訊與網路行銷策略，並利用糖建議攝取量、警告標示與臺灣包裝飲料微糖標準來審視各類茶飲的含糖量；第二部分招募高中生填寫網路問卷，探討飲料標示與網路行銷對高中生含糖飲料攝取行為之影響。結果：第一部分蒐集1,581 項全糖大杯茶飲，含糖量中位數為53.6 g/杯，有47.2% 的微糖茶飲不符合微糖標準（>2.5 g/100 mL）；560 篇Facebook貼文的行銷策略以特定飲品訊息（88.0%）、品牌訊息（86.6%）及健康宣稱（70.2%）為主，共行銷929 項飲料，高達98.0% 為含糖飲料。第二部分分析654 份有效問卷，發現高中生大多選擇微糖手搖飲料，較常閱讀標示者會選購含糖量較低的飲料，而社群媒體行銷接觸程度較高者的飲料攝取頻率也較高。結論：綜合兩部分研究結果，臺灣手搖飲料不僅含糖量高，網路行銷又多利用健康宣稱來推銷含糖飲料，易導致常接觸社群媒體行銷的青少年增加含糖飲料攝取頻率，進而攝取過多糖量。
Background: The World Health Organization (WHO) recommends that daily sugar intake should not exceed 10% of the total daily energy intake, and additional health benefits may be attained if further reduced to 5%. Sugar-sweetened beverages (SSBs) are the main cause of excessive sugar intake and increased health risks. According to the Nutrition and Health Survey in Taiwan, Taiwanese adolescents had a high SSBs consumption frequency. The Internet and digital media use are growing rapidly in recent years, adolescents would expose to a variety SSBs marketing on social media. In order to avoid excessive sugar intake from SSBs, Taiwan has a mandatory policy that requires the disclosure of total sugar content in hand-shaken drinks via obvious labeling. Despite the high SSBs consumption and greater exposure to online SSBs marketing among Taiwanese adolescents, there are few studies on hand shaken drinks and social media marketing in Taiwan. Methods: This study comprised two components. Firstly, we used content analysis to investigate the labeling information and online marketing for hand-shaken drinks, and then use three different criteria to evaluate the sugar content of tea-based beverages. The second part used the online questionnaire survey to explore the effects of beverage labeling and online marketing on adolescents' consumption of sugar-sweetened beverages. Results: The first part collected 1,581 tea-based beverages, the median sugar content of total beverages was 53.6 g/L cup. Almost half of the total tea-based beverages at little sugar level (47.2%) exceed the criteria ( > 2.5 g/100 mL). We collected 560 Facebook posts, the top three marketing strategies were specific drink information (88.0%), brand information (86.6%), and nutrient and health marketing (70.2%). There were 929 drinks in the posts, and 98.0% were SSBs. The second part recruited 654 questionnaires, most of the participants consume hand-shaken drinks at little sugar level. The participants who usually read the beverage labeling would be more likely to purchase the drink with lower sugar content. Those who were exposed to more beverage marketing on social media had a higher SSBs consumption frequency. Conclusion: Summarizing the results of the two parts of this study, hand-shaken drinks had high sugar content in Taiwan, and they usually use nutrition and health marketing to promote SSBs. These results may lead to an increased intake of SSBs by adolescents who are exposed to SSBs marketing on social media, thus leading to excessive sugar intake. |
