Consumer preferences for electronic cigarettes: results from a discrete choice experiment
Consumer preferences for electronic cigarettes: results from a discrete choice experiment
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DOI：
10.1136/tobaccocontrol-2015-052422
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发表时间：
2016-04-01
期刊：
影响因子：
5.2
通讯作者：
Hammond, David
中科院分区：
文献类型：
--
作者：
Czoli, Christine D.;Goniewicz, Maciej;Hammond, David
鉴于电子烟的种类和快速发展的尼古丁市场，电子烟对监管机构构成了巨大的挑战。本研究旨在考察电子烟产品特征对加拿大消费者感知和试用意向的影响。方法2013年11月，对915名16岁及以上的加拿大人进行了在线离散选择实验。使用在线商业小组抽样了三个不同的亚群：(1)不吸烟的年轻人和年轻人(n=279)；(2)吸烟的年轻人和年轻人(n=264)；(3)吸烟的成年人(n=372)。参与者完成了一系列陈述偏好的任务，在这些任务中，他们观看了带有电子烟产品图像的选择集，这些图像具有不同的属性组合：味道、尼古丁含量、健康警告和价格。对于每一组选择，参与者被要求选择其中一种产品，或者就以下结果指出“不是以上任何一种”：对尝试的兴趣、较小的伤害和戒烟的有效性。结果健康警示是影响受试者尝试电子烟意向(42%)和感知戒烟效果(39%)的最重要因素。味觉(36%)和健康警示(35%)均能显著预测消费者对产品危害的认知。结论调查结果表明，消费者对电子烟的产品特性做出了权衡，而且这些权衡在不同的人群中有所不同。鉴于健康警告和味道在这项研究中被消费者视为最重要的，这些可能是电子烟监管框架的良好目标。
Introduction E-cigarettes present a formidable challenge to regulators given their variety and the rapidly evolving nicotine market. The current study sought to examine the influence of e-cigarette product characteristics on consumer perceptions and trial intentions among Canadians.Methods An online discrete choice experiment was conducted with 915 Canadians aged 16 years and older in November 2013. An online commercial panel was used to sample 3 distinct subpopulations: (1) non-smoking youth and young adults (n=279); (2) smoking youth and young adults (n=264) and (3) smoking adults (n=372). Participants completed a series of stated-preference tasks, in which they viewed choice sets with e-cigarette product images that featured different combinations of attributes: flavour, nicotine content, health warnings and price. For each choice set, participants were asked to select one of the products or indicate 'none of the above' with respect to the following outcomes: interest in trying, less harm and usefulness in quitting smoking. The attributes' impact on consumer choice for each outcome was analysed using multinomial logit regression.Results Health warning was the most important attribute influencing participants' intentions to try e-cigarettes (42%) and perceived efficacy as a quit aid (39%). Both flavour (36%) and health warnings (35%) significantly predicted perceptions of product harm.Conclusions The findings indicate that consumers make trade-offs with respect to e-cigarette product characteristics, and that these trade-offs vary across different subpopulations. Given that health warnings and flavour were weighted most important by consumers in this study, these may represent good targets for e-cigarette regulatory frameworks.