太原市青少年烟草品牌认知及其影响因素分析

目的了解太原市青少年烟草品牌认知情况以及影响因素,为降低青少年对烟草品牌认知水平以及烟草使用提供依据。方法采用分层整群抽样的方法抽取调查对象,从太原市5个区中分别随机抽取2所中学,每所中学各年级随机抽取2个班级。以问卷调查的方式开展调查。结果单因素分析显示:影响烟草品牌广告图片认知的因素有年级(F=24.06,P0.01)、朋友吸烟比例(F=40.50,P0.01)、父母对待吸烟的态度(F=18.04,P0.01),是否看到烟草广告(t=8.40,P0.01)等;影响烟草品牌认知数量的因素有班级成绩排名(F=3.20,P0.05)、每月零花钱(F=24.69,P0.01)、是否看到烟草广告(t=6.37,P0.01)、烟草企业资助的艺术活动(t=2.56,P0.01)等。多因素分析显示:影响烟草品牌广告图片认知的因素有年级、家人与朋友吸烟情况、朋友对待吸烟态度、月零花钱、广告积分以及与烟草有关的体育赛事,影响烟草品牌认知数量的因素有性别、年级、家人与朋友吸烟情况、朋友对待吸烟态度、月零花钱以及广告积分。结论家庭、学校以及社会各方面有机结合起来,才能有效的改变青少年对烟草品牌的认知并降低吸烟率。

Recognition of tobacco brands and its influencing factors among the youth in Taiyuan

Objective To learn the recognition of tobacco brands as well as its influencing factors among the youth in Taiyuan,and to provide evidence for reducing the level of adolescent＇s tobacco brand recognition and smoking behavior.Methods A questionnaire survey was conducted.With stratified cluster sampling,two schools were randomly selected from five districts of Taiyuan,and two classese in each selected school tool part in the study.Results Univariate results showed that the factors affecting the tobacco brands advertisement pictures＇ recongnition were grades（F=24.06,P〈0.01）,smoking behavior of friends（F=40.50,P〈0.01）,parents attitude towards smoking（F=40.66,P〈0.01）,and tobacco advertisement（t=8.40,P〈0.01）,and that the factors affecting the tobacco brands quantity＇s recongnition were grade（F=3.20,P〈0.01）,available money（F=24.69,P〈0.01）,tobacco advertisement（t=6.37,P〈0.01）,and art activities supportted by tobacco entreprise（t=2.56,P〈0.01）.Multivariate analysis showed thatthe factors affecting the tobacco brands advertisement pictures＇ recongnition were age,smoking behavior of family and friends,friends＇ attitude toward smoking,available money,tobacco advertisement and sports events upportted by tobacco entreprise,and that the factors affecting the tobacco brands quantity＇s recongnition were sex,grade,smoking behavior of family and friends,friends＇ attitude towards smoking,available money,and tobacco advertisement.Conclusion Only when family,school and the society function together in smoking prevention,the youth can effictively change their recongnition of tobacco brands and reduce smoking.