論文提要

本研究之目的在瞭解吸菸者的生活型態及吸菸動機，並進一步探討吸菸者在生活型態及吸菸動機上之差異;此外並從生活型態、吸菸動機、人口統計變項來分析吸菸者在香菸使用程度上的差異性。

本研究以大台北地區目前有抽菸習慣之香菸消費群為研究對象，透過台北市各統一超級商店發放問卷。問卷共計發出1500份，扣除填答不完整及填答者本人並非吸菸者之間卷，合計有效問卷共計290份，經列聯表分析、因素分析、變異

數分析、規則相關分析、區別分析及集群分析等結果顯示(1)吸菸者的一股化生活型態有15個因素構面，特殊化生活型態、有6個因素構面;(2)吸菸動機可分為「逃避動機」、「模仿與肯定自我動機」、「社交動機」、「習慣性動機」、「生

理動機」、「特殊動機」等6個構面。(3)吸菸者的生活型態與吸菸動機有某種程度的關聯;(4)不同人口特徵的吸菸者具有不同的吸菸動機;(5)香菸使用程度不同者在生活型態、吸菸動機和人口統計變項上有某種程度的差異。

因此，吸菸者可分成5個不同族群，每一個族群具有不同的生活型態、吸菸動機和人口統計變數，無論是公賣局、洋菸進口商在行銷產品時，或是反菸團體在宣達其理念主張時，都應先考慮吸菸者的生活型態與吸菸動機。

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