青少年菸品消費認同與吸菸行為之研究：以臺北縣某兩所高職學生為例

A Study of Adolescent Cigarette Consumption Behavior: Case Study of Two Vocational High School in Taipei Area

10.6288/TJPH2004-23-01-06

陳富莉(Fu-Li Chen)；李蘭(Lee-Lan Yan)

吸菸行為 ； 菸品廣告 ； 消費文化 ； 認同 ； 青少年 ； smoking behavior ； cigarette advertisements ； identity ； consumer culture ； adolescent

台灣公共衛生雜誌

23卷1期（2004 / 02 / 01）

59 - 70

繁體中文

目標：預防青少年吸菸是公共衛生的重要課題，國內青少年吸菸率雖然持續呈現持平的情況，但品牌的選擇卻出現進口菸取代國產菸現象。青少年為何喜愛及選擇進口菸是值得探究的議題，本研究目的是藉由青少年選擇吸菸品牌的過程探討其菸品消費認同。方法：主要利用焦點團體訪談，並輔以深度訪談方法得到相關資料。研究對象為某二所高職學校共44名吸菸學生，選樣過程及訪談方式隨著研究進展的需要與避免重覆的原則彈性進行。資料處理採編輯式的分析法，先決定分析單位、並將訪談之文本重新裁剪，以找尋出有意義的類別及關聯。結果：受訪學生第一次吸菸以七星菸佔多數，主要是認同同儕與家人抽的菸品；部份受到菸品流行文化，以及口味、經濟等認同因素的影響。至於菸品消費行為改變的情形，多數學生之所以輪換或轉換其吸菸品牌，菸品廣告行銷與菸品流行次文化是主要的影響因素。結論：青少年吸菸行為與消費市場中的菸品消費文化有關，基於健康促進的立場，運用學校菸害反行銷教育讓青少年辦識廣大的菸品市場行銷機制是降低青少年吸菸率重要的一環。

Objectives: Preventing adolescent smoking is an important health issue. Statistics from 1990 to 2001 show that the prevalence rate of smoking amongst teenagers aged 15 to 18 in Taiwan has remained the same. However, the consumption of imported cigarettes has replaced that of domestic cigarettes. The reason accounting for such switch is worth further investigation. The main purpose of this study was to understand how teenagers identify their cigarette consumption behavior by the process of selecting special cigarette brand. Method: Focus group discussion and individual interviews were conducted to explore the cigarette consumption behavior of 44 student smokers purposively selected from two vocational high schools in Taipei area. These interviews were tape-recorded, transcribed, and coded. Matrices were constructed to identify themes and evolving concepts. Results: Most of the student subjects smoked Mildseven brand and followed the choice of their peer groups of family when selecting cigarette brand. Only a few students were influenced by adolescent cigarette subculture, considering cigarette price and taste. Students switching to other cigarette brands were mainly affected mostly by symbolized advertisements and adolescent cigarette subculture. Conclusion: The results show that adolescent cigarette consumption behavior was significantly related to youth cigarette subculture and the image of cigarette advertisements. From the heath promotion perspective, using anti-smoking marketing strategies in schools to decrease the myth of cigarette consumption was an important strategy to prevent adolescent smoking.

1. (2000).Bauman KE, Carver K, Gleiter K.Trends in parent and friend influence during adolescence: The case of adolescent cigarette smoking,26,349-61.
2. (1998).Shu SH, Li D, Feng B, et al.Perception of Foreign Cigarettes and Their Advertising in China: A Study of College Students from 12 Universities,7,134-40.
3. (1991).Fischer PM, Schwartz MP, Richards JW, et al.Brand Logo Recognition by Children Aged 3 to 6 years: Mickey Mouse and Old Joe the Camel,266,3415-8.
4. (2000).Warren C, Riley L, Asam S, et al.Tobacco use by youth surveillance report from the Global Youth Tobacco Survey project,78,868-76.
5. (1987).Aitken PP, Leathar DS, O`Hagan FJ, Squair SI.Children`s Awareness of Cigarette Advertisements and Brand Imagery,82,615-22.
6. (2001).Shiffman S, Pillitteri IL, Burton SL, et al.Effect of health messages about “Light” and “Ultra Light” cigarette on beliefs and quitting intent,10,24-32.
7. Anonymous(1994).Advertising attracts young smokers[Editorial],94-50.
8. Baudrillard J(1983).Symbolic exchange and death,87-99.
9. Califano JA(1995).The wrong way to stay slim,333,1214-6.
10. Campbell C(1987).The Romantic Ethic and the Spirit of Modern Consumerism,88-95.
11. Clayton S(1991).Gender Differences in Psychosocial Determinants of Adolescent Smoking,61,115-27.
12. David S(2001).With 4 million deaths per year attributable to smoking: why we need an international agreement on tobacco control,91,191-3.
13. Featherstone M(1991).Theories of Consumer Culture.In: Consumer Culture and Postmodernism,14-26.
14. Felipe G(1987).A Multivariate Model of Determinants of Cigarette Smoking among Adolescents,28,273-89.
15. Flay BR(1994).Differential Influence of Parental Smoking and Friends` Smoking on Adolescent initiation and escalation of smoking,35,248-65.
16. Howe H(1984).An Historical Review of Women, Smoking and Advertising,15,3-9.
17. ICP小組(1998)。ICP 行銷資料年鑑。台北:資行市場系統顧問公司。
18. McCracken(1990).Culture and Consumption: New approaches to the symbolic character of consumer goods and activities,71-2.
19. Olds RS, Thombs DL(2001).The relationship of adolescent perceptions of peer norms and parent involvement to cigarette and alcohol use,71,223-8.
20. Pucci LG, Siegel M(1999).Exposure to brand-specific cigarette advertising in magazines and its impact on youth smoking,29,313-20.
21. Sargent JD, Dalton M, Beach M(2000).Exposure to cigarette promotions and smoking uptake in adolescents: evidence of a dose-response relation,9,163-8.
22. Slater D(1997).Consumer Culture and Modernity,9-32.
23. Stanton HJ(1996).The Marlboro man on coral beaches,5,7-8.
24. Williamson J(1978).Decoding Advertisements: Ideology and Meaning in Advertising,13-4.
25. 李景美、苗迺芳、黃惠玲(2000)。青少年物質使用之社會學習及社會連結因素研究一以在學生為例，20，17-27。
26. 李景美、張鳳琴、賴香如(2002)。臺北縣高職一年級學生成癮物質濫用之危險與保護因子研究，17，73-86。
27. 李蘭、陳富莉(2000)。臺北地區高職學生之消費文化與菸品消費行為。臺北:行政院國科會專題研究成果報告。
28. 馬藹屏(1997)。字裹行間皆拒菸－簡介「菸害防制法 」，79，43-53。
29. 郭貞(1990)。從社會學習觀點台北青少年的消費動機，70，101-29。
30. 陳富莉(2001)。臺北，臺大衛生政策與管理研究所。
31. 黃松元(1992)。青少年吸菸現況，2，25-31。
32. 黃德祥(1993)。青少年抽煙行為之調查研究，4，67-101。
33. 黃蔚綱、邱志彥、譚文海(1988)。臺灣地區大專生的吸菸態度、行為及其影響因素調查研究，9，35-51。
34. 臺灣省菸酒公賣局(2001)。臺灣地區菸酒市場調查總報告。台北:臺灣省菸酒公賣局。

1. 賴香如、陳雯昭、張鳳琴、張瑜真、李碧霞、李景美、江振東(2008)。台北縣市高職學生開始使用成癮物質之危險與保護因子追蹤研究。臺灣公共衛生雜誌，27(5)，399-410。
2. 張珏、張心潔(2006)。臺灣菸害防制政策的性別分析：以女性吸菸爲例。臺灣公共衛生雜誌，25(2)，115-124。