研究背景與研究目的: 民國103年台灣地區之菸盒警圖全面改版,加入正向與溫馨之元素,期盼帶給吸菸者不同感受。本研究選擇較為正向為訴求之新版菸盒警圖(兒童戴氧氣罩),瞭解吸菸民眾對其察覺與感受(迴避、害怕、慚愧、認同),並探討其於社會人口學之分佈、及其與自述「避免在兒童面前吸菸行為」之關係。 材料與方法: 本研究使用橫斷調查法,以台灣地區22縣市為範圍進行家戶電話調查,採用分層隨機抽樣法抽取台灣地區年齡滿18歲以上之民眾做為研究樣本。使用問卷來詢問及記錄受訪者相關變項(菸盒警圖察覺、菸盒警圖訴求之感受、自述影響效果)資料及回答內容。吸菸者樣本共2,103位,其中看過新版警圖(兒童戴氧氣罩圖)者有706位。利用雙變項分析及多變項邏輯斯迴歸分析探討警圖與吸菸者感受及避免在兒童面前吸菸行為之關係。 研究結果: 高齡吸菸者(61歲以上)對於新警圖察覺性顯著低於18-40歲吸菸者,為0.14-0.21倍。高教育程度者新警圖察覺性顯著高於低教育程度者,為3.95-25.22倍。女性想迴避感受顯著高於男性,為1.77倍。在察覺與四種訴求感受之關係中,想迴避及感到害怕兩種感受皆與提示效果呈現顯著正相關。提示後之受訪者產生想迴避及感到害怕可能性較高分別為2.45及3.91倍。在想迴避、感到害怕、覺得慚愧、覺得認同四種訴求感受皆與避免在兒童面前吸菸情形成現正向相關,有上述感受之吸菸者愈可能不在兒童面前吸菸最大影響為5.61倍。訴求感受對於避免在兒童面前吸菸行為之影響效果並不會被戒菸想法所調節(p>0.05)。 結論及建議: 吸菸者對於特定菸盒警圖的察覺比率偏低,對「兒童戴氧氣罩」警圖會感到害怕、想迴避、覺得慚愧、覺得認同者,與其自述「因菸盒警圖而不在兒童面前吸菸」有正向之關聯性,顯示菸盒警圖仍有其效果。
Background: The cigarette warnings renewed at June 1st,2014 in Taiwan. In order to bring different feelings to smokers. This study discuss the impacts about smokers' feelings and actives after they saw a positive warning (children with oxygen mask). Methods: This study is a cross-sectional research. The sample smokers (N=2,103) were collected by household-telephone survey from 22 counties in Taiwan.706 of smokers have seen the target warning picture before. We use Chi-square and Logistic regression testing the relationship between positive warning and its' impact. Result: (1) 33.6% of smokers saw the target warning picture before. (2) Older (>61 years) and low-education smokers shows low-awareness to the cigarette warnings. (3) Female shows more evasive than males (OR=1.77). (4) Smokers saw the target warning with evasive, scared, ashamed ,agreed feelings are likely not to smoke when they are in front of the children(OR=2.82、5.61、5.45、3.48). Conclusion: Smokers saw the target warning with feelings (evasive, scared, ashamed ,agreed) are likely not to smoke when they are in front of the children. It's effective using the positive warning.