청소년과 젊은 성인의 담배광고, 판촉, 후원의 노출 정도와 구매 경험, 구매 충동, 흡연/금연 의도와의 관계 연구

Abstract

Objectives: To examine (1) smoking and nonsmoking youth exposure to tobacco advertising, promotion, and sponsorships (TAPS), (2) the differences of the level of TAPS exposure by gender and smoking status, and (3) the associations between TAPS and each of purchase experience, purchase impulsivity, smoking intention (for nonsmokers)/quitting intention (for smokers). Methods: The online survey was conducted among 528 youths with ages of 14-24 nationwide: male nonsmokers (N=138), male smokers (N=144), female nonsmokers (N=134), and female smokers (N=112). For statistical tests, one-way ANOVA, Pearson correlation, and hierarchical multiple regression analyses were performed. Results: The level of exposure to TAPS ranged from 35.4% (online promotions) to 80.9% (display ads). Male smokers had a significantly higher level of exposure to promotion and sponsorships than female nonsmokers. Purchase experience and purchase impulsivity were significantly correlated with promotions and sponsorships among male nonsmokers and female smokers, while point-of-purchase ads were correlated with male smokers. Purchase impulsivity was the most significant predictor of smoking susceptibility and quitting intention. Conclusions: TAPS may make youths buy cigarettes on impulse, and such impulsivity may lead them to heighten smoking intention or lower quitting intention. Stricter TAPS regulations are needed to protect our youths.