宣導成效評估：菸害廣告接觸對台灣晚期青少年反菸態度、行為的影響
Evaluating antismoking campaings- The relation of contacting antismoking campaigns and young adults ’ smoking behavior in Taiwan

溫宜芳

本研究主要探討菸害防治宣導對晚期青少年反菸態度、行為之間的影響。研究方法是設計晚期青少年晚期菸害防治宣導接觸情況及吸菸態度行為的自填式調查問卷，蒐集資料並分析，青少年菸害廣告接觸的現況、反菸態度與行為的現況，並進一步了解各變項之間的關係，目的為了解目前晚期青少年吸菸的現況，及目前菸害防治宣導的成效，以作為未來菸害防治宣導的參考。
研究發現反菸宣導的主要管道有電視(1)宣導廣告(3)宣導海報、單張、手冊(2)電視新聞 (4)老師等。晚期青少年(18-25歲)吸菸比率為13.3%，並有30%在18歲以後首次嘗試吸菸，青少年持續吸菸的主要原因為(1)已經成為習慣，(2)壓力、挫折；而此階段青少年吸菸的主因與早期青少年主因同儕壓力的影響有很大的不同，青少年菸害防治宣導的區隔化，是提升青少年菸害宣導效益的重要關鍵。
菸害宣導媒介接觸可有效影響晚期青少年的吸菸態度，吸菸行為則受反菸態度及背景變項影響較大。雖然宣導無法有效改變晚期青少年的吸菸行為，卻可藉由宣導影響其反菸態度，間接影響其吸菸行為的選擇。

By researching the realation between antismoking campaign received and tobacco use, We can describe the general situation of tobacco use among young adult and also can generally evaluate the effect of antismoking campaign in the past.
The percentage among young adult is 13.3% (ages 18-24 years), and nearly 30% of tobacco users make first use of tobacco after 18 years old. They reported the key factors for Tobacco use are addiction, pressure and discouragement. They received antismoking campaign information frequently from (1) TV Campaign Advertisement, (2) Poster, Manual and DM and (3) TV News (4) Teachers and Family Members. Although tobacco campaign do affect young adult ’s attitude toward anti-smoking, factors such as their attitudes, demographic variables play a more important role affecting their smoking behavior. We could emphasize the campaign on changing their attitude toward smoking so that they might change their behaviors, considering that campaign can do little in changing smoking behavior directly.

晚期青少年，菸害廣告，媒介接觸

young adult, antismoking campaign, The Contact of Antismoking campaign

2004.06.25

已授權

2004S32.pdf