比較菸盒警示圖文對國產與進口菸品消費行為之影響-以台灣地區為例

Comparison on Influence of Cigarette Warning Labels on Consumer Behavior of Domestic Cigarette and Imported Cigarette – Using Taiwan as an example

楊舒帆(Shu-Fan Yang)

指導教授 ： 黃文曄

元智大學/管理學院/管理碩士在職專班/碩士(2012年)

摘要

由文獻探討中可知，菸盒警示圖文會因恐懼強度、威脅類別、訴求主題、受測者本質等因素不同而有成效上之差異，但自實施菸盒警示圖文之後，相關文獻卻未曾針對國產菸品與進口菸品之消費者本質角度切入探討。
因此本論文主要目的即在利用問卷調查方式了解國產菸與進口菸品之消費族群對現今菸盒警示圖文的反應，以及進一步分析不同的警示圖文變項(警示圖文面積大小、圖片選擇)與訴求主題(圖示訴求)對上述兩種不同消費族群購買意願之影響程度，以利提供這類議題的研究基礎。
研究結果發現，台灣地區現行之菸盒警示圖文的確對進口菸品消費行為影響程度大於國產菸品，原因有可能是因為菸害的認知程度或是人口變項中教育程度差異所致，而同樣的情形也顯現在警示圖片選擇部分。
而在警示圖文標示面積部分，面積大小與不同菸品消費族群之間則沒有顯著關聯；此外，在圖示訴求部分，雖然社會性威脅訴求對進口菸品消費族群影響較大，但以身體性威脅訴求而言兩者則無太大差距。

關鍵字

菸盒警示圖文

並列摘要

From literature review, it is known that the effects of cigarette warning labels vary depending on the fear intensity, type of threat, appeal and nature of the subjects. Nevertheless, since the implementation of cigarette warning label, there has not been any relevant literature that discusses the topic from the nature of domestic cigarette and imported cigarette consumers. While domestic cigarette market slowly declines and the market share of imported cigarettes increases, discussion on the correlation between consumers of domestic cigarettes and imported cigarettes becomes more and more important.
Therefore, the aim of the research is to understand the reaction consumers of domestic cigarettes and imported cigarettes have toward the cigarette warning labels that are on cigarette packages now. The influences of different warning label variables (size and image of the warning labels) and appeals (image appeal) on the purchase willingness of the two groups of consumers described above are further analyzed to provide foundation for researches of similar topic.
It was found from the research result that the cigarette warning labels used in Taiwan indeed influenced more on the consumer behavior of imported cigarettes than that of domestic cigarettes. It may be due to the difference in the level of awareness towards tobacco hazards or the level of education in terms of demographic variables. The same result was found for the influence of the images on the cigarette warning labels.
However, the size of the warning labels was not significantly related to the purchase behavior of consumers of domestic cigarettes or imported cigarettes. Moreover, in terms of image appeal, although social threat appeal influenced imported cigarette consumers more, the difference between the influences of physical threat appeal on domestic cigarette and imported cigarette consumers was not significant.

並列關鍵字

Cigarette Warning Labels

參考文獻

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