本研究旨在探討國小學生線上遊戲使用情形、遊戲行銷接觸經驗及線上遊戲課金影響。採質性研究方法，在2023年選取12位國小高年級學生進行半結構式深度訪談，研究結果如下：
一、超過半數受訪學生在低年級前開始玩線上遊戲，多數學生使用手機玩遊戲，樂於與親友、同儕共同組隊玩遊戲，但長時間玩遊戲，容易造成視力不良、睡眠不足及手、肩頸痠痛等健康影響。
二、受訪學生皆曾在YouTube及遊戲軟體內看過遊戲廣告，多能識別廣告且知道銷售意圖，但大多數對遊戲廣告感到厭煩並選擇關閉廣告，學生會依遊戲好玩程度決定是否下載。
三、受訪學生在低年級即開始課金，多因遊戲造型精緻華麗而課金，部分學生表示家人也有課金情形，少數學生表示利用零用錢偷偷課金，然家長多不知情。學生表示課金會使遊戲角色變強，除了感到開心有成就感外，還可以跟同學炫耀分享，也很容易上癮，多數學生認為課金像賭博。
本研究建議家長落實親職教育，學校推動數位行銷素養教育，政府建立線上遊戲與課金監管機制，以維護兒童身心健康。

This study explored primary school students' online gaming behaviors, exposure to in-game marketing, and the impacts of in-game purchases. Through a qualitative research approach, semi-structured in-depth interviews were conducted with twelve senior-grade primary school students in 2023. The findings were as follows:
1.Over half of the interviewed students began playing online games during their early school years. The majority utilized mobile phones for their gaming sessions. Many chose to collaborate with family, friends, and peers in their gameplay. However, engaging in extended periods of game playing posed potential health risks, such as compromised vision, sleep deprivation, and discomfort in the hands, shoulders, and neck.
2.All of the interviewed students encountered game advertisements on YouTube and within in-game applications. They were able to identify these advertisements and comprehend their promotional purposes. The majority of students found game advertisements to be bothersome and opted to close them, shaping their choice to download a game based on its attractiveness.
3.The interviewed students began making in-game purchases from a young age, often due to the games' intricate and magnificent designs. Some mentioned that their family members also made purchases within games. A few admitted to secretly using their allowances for these purchases without their parents' permission. The students expressed that purchasing in-game boosts enhanced the strength of their game characters, bringing not only joy and a sense of achievement but also the opportunity to show off to their peers. Many easily became addicted to this practice, and the majority view in-game purchasing akin to gambling.
This study suggests that parents should provide appropriate parental guidance, schools should promote digital marketing literacy education, and the government should establish regulatory mechanisms for online gaming and in-game purchases.

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