便利商店香菸行銷策略與大學生接受程度之初探研究－以北區兩所
大專院校為例
Cigarette Marketing Strategies in Convenience Stores and Acceptability of College Students: A Preliminary Study on Two Universities in Northern Taiwan
中文摘要
我國對廣電媒體中的香菸廣告與促銷活動皆已立法嚴格管制，但二十四小時便利 商店仍是被立法者與反菸團體所忽視的傳播管道。便利商店中所陳設的香菸廣告 與進行之促銷活動，已成為目前菸草廠商積極運用的行銷重點。因此，本研究針 對香菸在便利商店的行銷手法與年輕消費族群接受程度間之相關性進行調查與 分析。本研究之主要目的為：一、觀察學校附近便利商店香菸行銷策略；二、評 估大學生對便利商店中香菸廣告與促銷活動之接受程度。研究對象為二所北區大 專院校的學生及學校附近之便利商店。首先，觀察並統計大學附近二百公尺內便 利商店所陳設的香菸廣告與促銷方式，結果發現，香菸廣告最多的品牌為 Marlboro 與 MILD SEVEN，贈品種類數量最多者為打火機。其次，針對大學日 間部學生進行香菸廣告及促銷活動接受程度之問卷調查；共發出 400 份問卷，回 收 383 份，回收率為 95.8%。根據問卷調查結果顯示，有吸菸習慣的大學生對香 菸廣告接受程度大於非吸菸者（ = 3.098, p < 0.005）；如果同儕中有吸菸者，
則他們對於廣告的接受程度也較高（ = 1.375, p < 0.05）。在香菸贈品促銷活動 方面，有吸菸者對於香菸贈品接受程度高於非吸菸者（ = 3.806, p < 0.005）；
曾有校外工讀的經驗的學生對於香菸贈品促銷活動接受程度也高於未有校外工 讀經驗的學生（ = 3.946, p < 0.005）。本研究結果指出，大學生對香菸行銷策 略接受程度與實際觀察結果一致，而菸商在便利商店的行銷策略已經成功地吸引 年輕消費族群的注意，特別是有吸菸習慣者。因此，便利商店中香菸行銷活動的 管制，非常值得立法者與反菸團體重視。
英文摘要
Cigarette advertisings and promotions have been banned in broadcasting channels in Taiwan. However, the channel of convenience stores has been neglected by
lawmakers and anti-tobacco organizations. Therefore, the advertisings and promotions in convenience stores have become the major marketing focus of tobacco companies.
We conducted a cross-sectional study to evaluate the association between the cigarette marketing strategies in convenience stores and the acceptability of young adults. The main goals of this study are: 1) to observe the cigarette advertisings and promotions in the convenience stores near schools; 2) to evaluate undergraduate students’
acceptability of cigarette marketing strategies in convenience stores. The study subjects included the students in two universities in Taipei, Taiwan and the nearby convenience stores. First, we evaluated the cigarette advertisings and promotions in the convenience stores within two hundred meters of the selected schools. We found that most of the advertisements in the conveniences stores belonged to Marlboro and MILD SEVEN, and the most popular promotion gifts were lighters. Then, we used questionnaires to investigate full-time students’ acceptability of cigarette marketing strategies in convenience stores. A total of 400 questionnaires were administered and 383 were returned (the responding rate was 95.8%). We found that smokers had higher acceptability of cigarette advertisement than nonsmokers ( = 3.098, p <
0.005); students with smoking friends also had higher acceptability ( = 1.375, p <
0.05). In terms of cigarette promotion activities, smokers had higher acceptability than nonsmoker ( = 3.806, p < 0.005); students with part-time working experiences outside school also had higher acceptability than those who had no such experience ( = 3.946, p < 0.005). In conclusion, the result of this study shows that
undergraduates＇ acceptability of cigarette marketing strategies is consistent with the actual advertising and promotional activities in the convenience stores, which means the marketing strategies of tobacco companies have successfully drawn the attentions of young adults, especially smokers. Therefore, lawmakers and anti-tobacco
organizations should seriously consider the need to regulate cigarette marketings in convenience stores.
