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Junk Food

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| САНХҮҮ ЭДИЙН ЗАСГИЙН ДЭЭД СУРГУУЛЬ
МВА ХӨТӨЛБӨР
БИЗНЕСИЙН УДИРДЛАГЫН ТЭНХИМ | |

Сэдэв: Junk Food Addiction & Obesity
Хичээлийн нэр: Стратегийн маркетингийн менежмент

Хичээлийн код | MKT731 | Анги, групп | W1462 |

Гүйцэтгэсэн: | Г.Номин | MS14M018 | Шалгасан: | Э.Нандин-Эрдэнэ | МВА |

Улаанбаатар хот
2015 оны 05 дугаар сар 23
Агуулга
I. Оршил 1
II. Онолын хэсэг 2
III. Судалгааны хэсэг 2
IV. Дүгнэлт 3
V. Номзүй 4

Оршил Одоогоос хорь хүрэхгүй жилийн өмнөх бидний бага насыг эргэн дурсахад үеийн найз нөхөдтэйгээ өдөржингөө гадаа тоглож, хорвоо дэлхийн талаар хоорондоо хэлэлцэн таамаглацгаадаг үе байлаа. Харин өдгөө дэлхий ертөнц даяарчлагдахын хэрээр бидний таамаглалд ч байгаагүй хол газрын улс орнуудтай хажууд юм шиг харилцаж найз нөхөд болцгоож мэдээлэл солилцдог болсон байна. Энэ бол яахын аргагүй техник технологи, хүний нийгмийн хөгжил хурдацтай явагдсаны нэгэн илрэл билээ.
Төрөх гээд төрөхийн орон дээр байгаа ээж хүртэл өвдөлтөө үл хайхран байж статусаа солих гээд эмчээс яаран хүү юу охин уу? Гэж асууж байгаа нь энгийн зүйл биш болжээ. Төрөөд удаагүй байгаа нярай хүүхдүүд нь хүртэл зурагт үзэж, гар утас, I-pad хэрэглэдэг болсон байна. Нөгөө талаас бид үр хүүхэддээ цаг зав бага гаргадаг болжээ. Энэ нь хүүхдүүд маань компьютер тоглож, олон нийтийн сүлжээ, зурагт их үзэж сэтгэлзүйн хувьд ганцаардлаа нөхөн арга хэрэглүүр болгосоор байгаа явдал юм. Ингэж нэг төрлийн хамгаалах арга хэрэгслийг удаан, байнга хэрэглэх нь яваандаа сэтгэцийн тулгамдсан асуудал, сэтгэцийн өвчин болдог. Телевиз, гар утас, компьютер зэрэг хэрэгслийг хэт их хэрэглэснээс үүсэх “Дэлгэцийн донтолт”-оос үр хүүхдээ хамгаалах нь та бидний хойшлуулшгүй хэвшүүлэх дадал мөн. гэж хэлсэн нь цагаа олсон уриалга юм.
Сүүлийн үед насанд хүрэгчид төдийгүй сургуулийн насны хүүхдүүд интернэтэд маш ихээр донтож байгаа билээ. Энэхүү донтолтоос болоод гэмт хэргийн тоо ч ихсэж байгаа. Хятад улс үүнийг сэтгэцийн өвчин хэмээн хүлээн зөвшөөрч байгаа бөгөөд цахим ертөнцийн донтолтын өвчнөөр ихэнхдээ өсвөр насныхан өвчилдөг гэж үзэж байгаа юм байна. Тиймээс энэ асуудлыг шийдэхийн тулд тэд хүүхдийн зуслан байгуулсан аж. Зуслан нь бараг л цэргийн зохион байгуулалттай. Сургалтыг цэргийн ажилтангууд зохион байгуулдаг бөгөөд биеийн тамираар хичээллэх, хатуу чанд хуулийг баримтлах зарчмыг дагадаг байна.
Сэтгэл судлаачтай хийх ярилцлага мөн л хяналтын дор хийгдэнэ. Хэрвээ ямар нэгэн алдаа гарвал алдаа гаргагч төдийгүй, бүх хүүхдүүдийг шийтгэдэг байна. Хятад үндэсний бүжиг бүжиглэж, хөгжимдөж болохоос гадна философийн хичээл хүртэл заадаг байна. Засгийн газар энэ асуудалд нэлээд анхаарал хандуулж эхэлсэн бөгөөд 250 гаруй зуслан нээх төлөвлөгөөтэй байгаа гэнэ. Нэг талаас энэ нь сэтгэцийн өвчин учир гүн донтсон хүүхдүүдэд эмчилгээ хийдэг байна. Цэргийн алба мэт санагдуулам энэ зусланд интернэтэд донтох өвчнийг эмчлэхээс гадна Хятадын эмч нар судалдаг байна.
Мэдээллийн зуунд бидний хүүхдүүд, залуучууд юу хийж байгаа бол? Бид энэ их хөгжлийг зөв зохистойгоор хэрэглээндээ нийцүүлж чадаж байгаа болов уу? Сайн, муу тал нь юу байна вэ? Гэдэгт өөрийн гэсэн хариулт олохыг зорилоо. Хамгийн олон найз нөхдийн сүлжээ үүсгэж чадсан фэйсбүүк хэрэглэгчдийн дунд хийгдсэн судалгаа шинжилгээ, нийтлэл зэрэг өмнө нь судалсан зүйлүүдийг харьцуулан байж хайж буй хариултаа олоход гол зорилго оршино.

Онолын хэсэг 2013 оны аравдугаар сарын байдлаар Facebook-т дунджаар 728 сая хүн өдөр бүр (Facebook, 2013) байсан. Судалгаанд оролцогч их дээд сургуулийн суралцагчдын 80,24% Facebook ашиглах нь нийгмийн соёлын нэгэн чухал элемент (Tompson and Lougheed, 2012) юм гэж үзэж байлаа. Facebook нь зөвхөн нийгмийн харилцааны шинж чанар өөрчлөгдөхөд хувь хүн өөрсдийн хувийн нийтлэлийг бий болгох, эсвэл бусадтай харилцаагаа хадгалах боломжийг олгож байна (Boyd and Ellison, 2007; Ellison et al.,2007). Эсрэгээрээ, Facebook хэрэглээ нь анхаарал сарниулах муу цагийн удирдлагын асуудал, суралцах цаг хугацаа бага зарцуулж, сурлагын амжилтыг буурахад (Krischner and Karpinski, 2010) хүргэж болно. Интернэтээс холдож нийгмийн үйл ажиллагаа, нийгмийн харилцааг эргээд сайн сайхан болгоход цаг хугацаа их шаарагдана (Kraut et al., 1998). Зарим судлаачид Facebook хэрэглээ болон Facebook-ийн донтолт хооронд сөрөг хамааралтай гэж боддог (Echeburua and de Corral,2010; Kuss and Griffiths, 2011b). Коллежийн судалгааны таамаглалаар Facebook найзын тоо, Facebook зарцуулсан цаг хугацаа биш гэдгийг харуулж байна (Kalpidou et al., 2011).
Тэмдэгтийн шинж чанарууд донтолт үүсэхэд чухал үүрэг гүйцэтгэдэг (Griffiths, 2009). Олон судалгаагаар өөрийгөө хүндэтгэх, ичиж зовох, introversion, neuroticism, халдлага, ядуу, өөртөө хяналт тавих, маш ихээр ганцаардах, гуниглах гэх мэт шинж чанарууд интернэтэд донтохтой хамааралтай байна (Cao and Su, 2006; Griffiths and Dancaster, 1995; Huang)
Нийгмийн сүлжээний сайтууд болон шинэ техник, технологиийн хэт их хэрэглээ нь өсвөр насныханыг донтуулдаг (Echeburua and de Corral, 2010). Facebook их дээд сургуулийн оюутнуудын дунд түгээмэл байгаа хэдий ч Facebook донтолт, их дээд сургуульд суралцагчдын зан чанаруудаас Facebook-ийн хэрэглээ болон Facebook-ийн донтолт хоорондын хамаарлын цөөн тооны судалгаа хийгдсэн байна (Kuss and Griffiths, 2011b).
Үүнд дурдах гэж Hong, Fu Yuan Huang, Der Hsiang Lin, Hung Yu Chiu, Su Lin нарын “Тайваны их дээд сургуульд суралцагчдын сэтгэл зүйн шинж тэмдэгүүдийн дүн шинжилгээ, Facebook хэрэглээ, мөн Facebook донтолтын загвар” 2014 оны судалгааны ажлыг дэлгэрүүлж авч үзэв.
Судалгааны хэсэг Урьдчилсан судалгаанд нийт 250 оюутан оролцсоноос 215 нь хүчинтэй хариулт өгсөн. Оролцогчдын 117 нь эрэгтэй (54.4%), 98 нь эмэгтэй (45.6%).
Хойд Тайваний хоёр их, дээд сургууль их сургуулийн оюутнуудаас дөрвөн долоо хоногийн турш 280 оролцогчидоос мэдээлэл цуглуулсан бөгөөд нэг хүнд 30 орчим минут шаардагдсан. Нийт 241 хүчинтэй хариулт авснаас Тайпей коллежийн Далайн технологийн 112 оюутан (46.5%), Aletheia их сургуулийнх 129 (53.5%) байсан. 141 нь эрэгтэй (58.5%), 100 (41.5%) нь эмэгтэй оролцсоноос нэгдүгээр курсын 70 (29.0%), хоёрдугаар курсын оюутан 52 (21.6%) нь байгаа бөгөөд 53 ахмад (22.0%), 66 багачууд (27.4%) нь байв. Насны бүлэг 18, 22 юм.
Энэ судалгаанд ашигласан хэмжилтийн хувьсагчид нь хүйс, суралцсан жил, өөртөө итгэх итгэл, нийгмийн extraversion, өөрийгөө дорд үзэх үзэл, neuroticism, сэтгэлээр унах зан чанар, Facebook хэрэглэх, мөн Facebook донтох зэрэг болно.
Хүн ам зүйн хувьд хүйс, суралцсан жил, Facebook зарцуулах цаг хугацаа зэргээр ангилал сонгосноор асуултанд хариулсан байна.
Хүйсийн хувьд эрэгтэй, эмэгтэй; суралцсан жилээр нэгдүгээр курс, хоёрдугаар курс, шинэ залуу болон ахмад гэж хуваагдсан байна.
Дотоод хэмжүүрүүд болох уялдаат α коэффициент 0,878, 0,808, 0,848, 0,772 байсан, мөн Facebook донтолт нийт дотоод хэмжүүрүүдтэй уялдаа Cronbach's α coefficient 0,921 байсан.
Өөрийгөө хүндэтгэх хэмжүүрийн хэмжих хэрэгсэл болгон Rosenberg (1965) таван эерэг зүйл, таван сөрөг хүчин зүйлсийг авч үзсэн. Дотоод уялдаа 0.90 байсан.
Лай-ийн хувь хүний тест нь 150 үзүүлэлтийг нэг зан чанар төлөөлж тус бүр нь 15 хэмжүүрт хувааж дахин туршилт хийхэд найдвартай түвшин 0.71 ба 0.93 гарав. Өмнө нь хийгдсэн 81 (Лай Лай, 2003) судалгаагаар найдвартай түвшин 0.62 ба 0.81 хоёрын хооронд байжээ.
Энэ судалгаа нь зөвхөн 40 асуулт нийт бүрийн хэмжээний 10 асуултуудыг ашиглан, Лай хувийн туршилтын нийгмийн extraversion, өөрийгөө дорд үзэх үзэл, neuroticism нь ухамсар, сэтгэл гутрал гэсэн дөрвөн хэмжүүрийг тодорхойлсон байна. Хуваарийн онооны хувьд хэмжүүр тус тус 0.85, 0.82, 0.87, 0.88 байна.
Эцэст нь судалгаагаар их дээд сургуулийн оюутнууд Facebook-н мэдээг үзэж өдөр бүр дунджаар 124,95 минут , чатаар холбогдож өдөр бүр дунджаар 90,59 минут, аппликэйшн дээр өдөр бүр дунджаар 58,22 мин зарцуулсан тоо гарчээ. Цаашилбал өөрийгөө хүндэтгэх үзлийн дундаж өндөр гарсан байсан ба нийгмийн extraversion, өөрийгөө дорд үзэх үзэл, neuroticism болон сэтгэл санааны хямрал гэсэн дараалалтай байсан. Facebook донтолтын дөрвөн хэмжилтийн үзүүлэлтүүдийн хувьд хүлцэнгүй байдлын дундаж өндөр гарсан бөгөөд орлуулах сэтгэл ханамж, амьдралын асуудал, татгалзах байдал дараа нь орсон байсан юм.
Дүгнэлт
Тайваны их сургуулийн оюутнууд, болон Facebook-ийн хэрэглээ болон Facebook донтох хоорондын хамаарлыг гаргасан байна. Үр дүнд нь өөрийгөө дорд үзэх үзлээр Facebook хэрэглээг таамаглаж болох, мөн сэтгэлээр унасан шинж чанараар Facebook Addiction хамгийн сайнаар таамаглаж болох нь тогтоогджээ.
Энэхүү үр дүн нь их дээд сургуулийн оюутнуудын Facebook-ийн хэрэглээний хэлбэр, Facebook донтолт үүсэх ойлголтыг өргөжүүлсэн юм. Facebook донтолтонд сэтгэл зүйн шинж тэмдэгүүд нөлөөлж байгаа нь чухал ач холбогдолтой бөгөөд Facebook-т донтох нь тэдний сэтгэл зүйн онцлогт байдаг.
Эхний их дээд сургуульд суралцагчдын өөрийгөө хүндэтгэх, нийгмийн extraversion, өөрийгөө дорд үзэх үзэл, neuroticism, мөн сэтгэл гутралаар Facebook хэрэглэх зэрэг сэтгэл зүйн шинж тэмдэгүүдийн хоорондын харилцаа холбоог урьдчилан тооцсон юм.
Хоёр дахь их дээд сургуульд суралцагчдын сэтгэл зүйн шинж чанаруудыг Facebook донтолт эсэхийг таамаглаж судалсан.
Энэ судалгаа нь их дээд сургуулийн оюутнууд Facebook дээр зарцуулдаг цаг хугацаанд дүн шинжилгээг хийхэд мэдээлэл үзэх, чат өрөө, аппликэйшн (тоглоом гэх мэт)-д илүү их цаг зарцуулдаг нь тогтоогдсон. Эдгээр гурван Facebook хэрэглээ чиг үүргийг судалгааны загвар шалгуур үзүүлэлт болгон ашиглаж болох юм. Үнэндээ их дээд сургуулийн оюутнууд Facebook дээр өдөрт 4.5-аас дээш цаг дунджаар зарцуулсан байна.
Thompson болон Lougheed (2012) дагуу нэгээс илүү цагийн хэрэглээтэй үед Facebook-т донтох үзүүлэлт болдог гэжээ. Тогтоосон судалгаанаас харвал Тайванийн их сургуулийн оюутнуудын талаас илүү хувь нь Facebook-т донтох хэмжээнд хүрсэн байна. Үүний зэрэгцээ, Тайваны их сургуулийн оюутан найзуудынхаа мэдээлийг үзэж, шалгахад хоёр цаг, чат ашиглан 1.5-аас дээш цаг дундажаар зарцуулдаг нь тогтоогдсон байна.
Эдгээр үр дүн нь Kim et al. (2011) судалгааг дэмжсэн байна. Их дээд сургуулийн оюутнууд хоорондын харилцаа нийгмийн дэмжлэг, үзвэр үйлчилгээг олохын тулд SNSs ашиглах болно гэж тайлбарласан байдаг.
Энэ судалгаа нь өөрийгөө дорд үзэх үзэл болон Facebook-ийн хэрэглээ хоёрын хооронд ихээхэн сөрөг хамаарал, Facebook хэрэглээ ямар ч гэсэн Нийгмийн extraversion, neuroticism, өөрөө өөрийгөө үнэлэх нь чухал ач холбогдолтой хамаарал байгааг олж харсан. Өөрөөр хэлбэл, өөртөө итгэх итгэл дутаж байгаа хүмүүст амархан бусдын нөлөөнд автаж Facebook ашиглан цагийг зарцуулах магадлал бага байдаг.
Facebook гэрэл зураг, шинэ найз нөхөд гэх мэт хувийн мэдээллийг элбэг тодруулж өгөх учир гэр бүл салалт, хуулийн арга хэмжээ, онлайн дарамт, чухал ач холбогдолтой цахим ажиглалт болон хардалт зэргийг бий болгох магадлалтай (Luscombe, 2009; Muise et al., 2009; Phillips, 2009; Tokunaga, 2011).
Facebook-ийн хэрэглээ болон Facebook донтолтыг бууруулахад нийгмийн дэмжлэг маш чухал оролцоотой байх юм. Үүнээс гадна Facebook хэрэглэхтэй холбоотой орчин, гэр бүл, эцэг эхийн хандлага, сургууль дээрх үе тэнгийн харилцаа чухал нөлөөлж болох юм.
Цаашид энэ судалгааг Санхүү Эдийн Засгийн Дээд Сургуулийн орчинд төдийгүй бусад их дээд сургуулиуд Монгол орон даяар туршлага судалж хийвэл бусад орны жишгээр харагдаж байгаа Facebook-т донтох сэтгэцийн өвчлөлтэй тэмцэхэд чухал нэн тэргүүний судалгаа болох нь илт байна.
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Номзүй
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[ 1 ]. Б. Жаргал АШУҮИС-ийн АУС-ийн Сэтгэцийн эрүүл мэндийн тэнхим

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