香烟内容营销对学生吸烟行为和决策的影响:一个PLS-SEM方法
Juliana Nasution1, Maryam Batubara1, Muhammad Idris Nasution2
1Department of Islamic Economic, Faculty of Islamic Economics and Business, Universitas Islam Negeri Sumatera Utara, Medan, Indonesia.
香烟营销内容显著影响学生的行为和购买决策. 学生的行为也在他们的购买选择中发挥着关键作用.
科学领域:
- 社会科学 社会科学 社会科学
- 公共卫生 公共卫生
- 营销 营销 营销 营销 营销
背景情况:
- 香烟营销内容在社交媒体平台上普遍存在.
- 了解这种营销对学生行为的影响对于公共卫生倡议至关重要.
研究的目的:
- 分析香烟内容营销对学生行为的影响.
- 研究营销对香烟购买决策的直接和间接影响.
- 调查学生行为在他们的购买选择中的作用.
主要方法:
- 量化研究设计使用500名吸烟学生的样本,来自印度尼西亚梅丹的12所大学.
- 通过经过验证的问卷收集的数据 (收和差异验证).
- 多变量分析结合因子和回归分析来评估变量关系.
主要成果:
- 香烟营销内容显著影响学生行为 (p < 0.05) 和购买决策 (p < 0.05).
- 学生的行为显著影响购买香烟的决定 (p < 0.05).
- 93.2%的学生报告在社交媒体上接触过香烟营销,尽管存在健康问题,但吸烟活动的感知是最有影响力的因素.
结论:
- 香烟营销内容显然影响学生的行为和购买决策.
- 学生的行为是卷烟购买决策过程中的重要调解者.
- 针对烟草营销曝光和塑造观念的干预措施对于制学生吸烟至关重要.
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