評估俄羅斯菸盒警示圖文之警示效果研究 / Nowadays tobacco use leads to one of the most common reasons of preventable deaths. According to the Global Adult Tobacco Survey, in 2012 Russia has moved to the first place as a most smoking country in the world. Since 2013 Russian government has implemented a variety of methods to reduce smoking in the country. There is not much research done to analyze one of these methods, graphic warning labels on cigarette packs, which were implemented in Russia more than one year ago. Therefore current study aims to evaluate how college students in Russia react on these warning labels. Using fear appeal theory and Witte’s Extended Parallel Process Model (EPPM), this research explains the advantages and disadvantages of graphic warning labels in Russia. Focus group was conducted to evaluate each of 12 graphic warnings. According to the focus group participants, the paradontosis, stillbirth, oncological diseases, and prematurity were the labels that made them feel concerned. The participants felt that these topics were very important, as the pictures were unpleasant, scary, or disgusting. However, topics, such as impotence, suffering, and emphysema were evaluated as indifferent, irrelevant, and not impressive. Also it has been noted that there is lack of knowledge among Russian college students about the harmful consequences of smoking. Topics, such as early aging and impotence were evaluated as they make no sense and irrelevant to smoking.

本篇論文研究主要針對香菸警示圖文相關政策做消費者廣告效果的衡量，主因為世界反菸相關運動及政策近幾年不斷的在興起，而台灣在政策上雖然也有相同的聲音出現，但在相關研究上卻寥寥可數，並無足夠實證證據去推動相關法案的運行，且在警示圖文的面積及廣告訴求上，台灣目前所推行的警示圖文相對世界而言，不僅單調且在與消費者的溝通效果上也不如預期，因此引發本研究之動機，警示圖文面積對消費者的影響為何?而是否在不同的廣告訴求下，會使警示圖文面積的放大對消費者的影響有加成效果，而面對香菸消費者對香菸的不同涉入程度，警示圖文面積是否仍然有效? 本研究先利用現行實施的警示圖文政策中，面積佔比最大及最小的警示圖文做為本次研究實驗的基準，並取兩者中位數定義為面積佔比中，主要衡量警示圖文面積的改變與廣告效果的關係，並根據文獻推論這三個層次的廣告效果會受到消費者對涉入程度以及警示圖文之廣告訴求的干擾。 理論架構以3*2的實驗設計，利用不同廣告訴求之警示圖文，採用實際菸盒大小比例，設計包含了大、中及小三種層次的警示圖文，研究樣本為有抽菸習慣的人，並將對香菸的涉入程度做為組內設計，隨機抽樣180人進行實驗後填答問卷，以隨機分配的方式至六組，有效問卷為177份，先利用敘述性統計及因素分析檢驗樣本及問卷，再利用變異數分析進行後續的統計分析。 經實證研究後發現以下結果，(一)單純香菸警示圖文面積佔比的改變，對消費者的廣告效果並無顯著的影響，且台灣現行警示圖文已失去該有的警示效果，(二)考慮干擾效果之後可以發現，不同的廣告訴求確實會對香菸警示圖文面積佔比的廣告效果，對態度上有顯著的影響，對理性訴求來說，警示圖文的放大仍然會有影響力，但總體效果並不如感性訴求的警示圖文(三)不同涉入程度水準，也會對香菸警示圖文面積佔比的廣告效果，對購買意願有顯著的影響，對涉入程度較低的香菸使用者而言，警示圖文確實能造成其未來對香菸購買行為的改變，而對香菸涉入程度高的消費者而言，警示圖文可產生的廣告效果並不會對其行為有太大影響。 / The anti-smoking campaign and relative policies is growing around the world in these years. However, there were not much related researches in Taiwan. In addition, our anti-smoking policy really fallen behind which compared to other developed countries. It’s became the motivation of this study. This thesis focuses on cigarette warning label issues, and measure advertising effectiveness of warning label area. In addition, it also considers the disturbance variables, including involvement and advertising appeals. This study conducted experiment method. According to literature review, the Independent variable based on current world warning label policy, we define three levels of different warning label area. This study take the smoker in Taiwan as research objects in order to distribute 180 questionnaires, 177 of which are retrieved and the valid ratio is 98%. As the result of experiment, we found that the advertising effectiveness of cigarette warning area wasn’t distinct, but that would be affected by involvement and advertising appeals. The result of research supported part of fundamental hypothesis. The effectiveness of attitude could be higher when the warning label was emotional appeals. The smoker with lower involvement would have higher effectiveness of purchase intension. Beside of that, this study also found that the current cigarette warning label isn’t work anymore.