臺灣博碩士論文加值系統

本研究之目的在探討雜誌中刊登之香菸廣告與高職學生吸菸行為之關係。利用台北縣某兩所高職學生的823份有效問卷進行次級資料分析。首先以因素分析發現，研究樣本對香菸廣告認同程度可分成刻板印象、傳統印象、附加價值及性別認同等，然後運用集群分析法，可將研究樣本區分成正向認同與負向認同兩個集群。最後以羅吉斯迴歸模型及成比例勝算模型探討吸菸行為之相關因素。主要結果包括：1、男生之吸菸率（29.81％）高於女生（21.16％），且私立學校學生之吸菸率（39.64％）高於公立學校學生（21.78％）；2、研究樣本最常經由香菸銷售點及雜誌上看到香菸廣告，他們對香菸廣告的圖片之注意程度高於文字，對廣告內容的印象及認同程度均高；3、與研究樣本之吸菸行為有顯著相關的變項，包括性別、校別、家中吸菸人數、同儕吸菸人數、香菸廣告的注意程度、印象程度及認同集群。由於香菸廣告之注意程度、印象程度及認同情況，與高職學生之吸菸行為有顯著關係，所以建議在進行青少年之菸害防制教育時，應指出香菸廣告內錯誤的訊息，以導正青少年對香菸廣告的迷思。

The purpose of this study was to uncover the relationship between cigarette advertising on magazines and smoking behavior in vocational high school students. 823 valid questionnaires from two vocational high school students in Taipei County were used as secondary data analysis. First, by factor analysis, we learned that four dimensions compose the latent structure of cigarette advertising identification in study subjects; they are stereotype, traditional impression, additional value, and gender identity. Second, by cluster analysis, study subjects could be divided into positive identification group and negative identification group. Last, related factors of smoking behavior were explored using logistic regression and proportional odds regression models. The major results in this study were: 1、The smoking rate in male(29.81%) was higher than that in female(21.16%) and students(39.64%) in private vocational high school was higher than those(21.78%) in public school. 2、The most frequent channels of exposure of cigarette advertising in study subjects were cigarette sales stands and magazines. They paid much more attention to pictures than to characters in cigarette advertisements and their extent of impression and identification with the contents of cigarette advertisements were relatively high. 3、There were several variables significantly correlated to the smoking behavior of study subjects, including sex, school, number of smoker in family, number of peer smoker, the level of attention of cigarette advertising, impression, and its identification cluster group. Since the level of attention of cigarette advertising, impression and identification with cigarette advertising were significant correlated with smoking behavior of vocational high school students, one should point out the wrong messages delivered in cigarette advertising to eliminate adolescents’ myth toward cigarette advertising when conducting education of smoking prevention.

第一章 緒 論1
第一節 研究動機2
第二節 研究目的3
第二章 文獻探討4
第一節 青少年之吸菸行為及影響因素5
第二節 廣告之效果6
第三節 香菸廣告對青少年吸菸行為之影響8
第四節 小結13
第三章 研究方法15
第一節 研究對象15
第二節 研究架構16
第三節 研究假設17
第四節 研究工具19
第五節 資料收集21
第六節 資料處理21
第六節 統計分析22
第四章 研究結果23
第一節 研究樣本之描述23
第二節 研究樣本之吸菸行為24
第三節 研究樣本之香菸廣告接觸情況27
第四節 研究樣本之香菸廣告認同結構32
第五節 研究樣本依香菸廣告認同之集群分佈42
第六節 香菸廣告接觸情況、香菸廣告認同情況與吸菸行為的關係47
第五章 討論57
第一節 北縣高職學生之吸菸行為57
第二節 北縣高職學生接觸、認同香菸廣告的情況58
第三節 香菸廣告與北縣高職學生吸菸行為之關係62
第四節 研究限制65
第六章 結論與建議67
第一節 結論67
第二節 建議68
參考文獻70
附錄一 台北地區高職學生之消費文化與菸品消費行為研究之問卷74
附錄二 研究樣本資料收集時間表86
附錄三 香菸廣告認同之兩兩變項相關係數矩陣87

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