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引进电子烟进入台湾市场之研究:企业社会责任观点

【中文摘要】:现在是电子烟品牌的关键时刻,在众多不同的特定选择条件下,消费者对电子烟感兴趣并且愿意尝试。品牌建立应着重在vapers 对产品的第一印象。为了做到这一点,我们必须明白,为什幺吸烟者愿意尝试Ecigs,他们如何知道电子烟,是什幺原因促使他们的决定,为什幺有的后來选择退出电子烟市场。
  我相信,情境特徵(如健康动机,好奇心或戒烟过程中产生的戒断症狀),可以预测人们是否愿意接纳电子香烟市场。此外,跨国公司企业社会责任(CSR)活动,反映了烟草行业应用企业社会责任作为一种手段,对消费者注重责任,而不是在公司,加强了公司及其产品的知名度,并防止监管。基于烟草公司无法让人信服的歷史,当市场上有人开发替代烟草产品,我相信吸烟者会很有意愿採用其他烟草产品,例如电子香烟製造商或零售商等公开透明的公司,而不是藉由实践企业社会责任來做市场推广和销售的烟草公司,推广尼古丁替代療法的零售商。
  我的研究,採用探索性研究。将探讨传统吸烟者的态度和社会特徵,并且能确定烟草公司的行销策略和销售管道。
  质性研究能让我们知道,情境特徵,如健康的动机,好奇心或戒烟的戒断症狀可以预测人们是否愿意採用电子香烟市场。此外,消费者有目的性的尝试Ecigs,而不是仅仅因为想尝试新奇事物,这会更容易显示适应的习惯。如果我们參考了传统吸烟者便利抽样,我们可以看到其中的一些情境特质显露出來。
【英文摘要】:Now is a crucial time for electronic cigarette brands because consumers who are interested in trying their products have a whole host of options. Brands should be focusing on the first impressions of new vapers. In order to do that, they should understand why smokers are trying Ecigs, how they are learning about them, what attributes are driving their decisions, and why some later chose to drop out of the electronic cigarette market.

 It is my belief that situational traits (such as health motivation, curiosity or the withdrawal symptoms of quitting smoking) can predict people''s willingness to adopt electronic cigarettes into a market. In addition, multinational corporate social responsibility (CSR) campaigns reflect the
tobacco industry''s use of CSR as a means to focus responsibility on consumers rather than on the corporation, bolster the companies'' and their products'' popularity, and to prevent regulation. Based on tobacco companies history of distrust when it comes to developing alternative tobacco products; it is also my belief smokers are more willing to adopt alternative tobacco products, such as electronic cigarettes from manufactures and retailers that practice more company transparency rather than nicotine replacement therapies marketed and sold by tobacco companies that practice CSR.

 Using the advantages of exploratory research I was also able to investigate the attitudes and social traits of traditional tobacco smokers as well as determine tobacco companies marketing strategies and distribution channels.

 The qualitative research suggests that situational traits, such as health motivation, curiosity or the withdrawal symptoms of quitting smoking can predict people''s willingness to adopt electronic cigarettes into a market. Additionally, consumers who have a purpose in trying Ecigs, as opposed to just trying for novelty’s sake, are more likely to adapt the habit. If we reference a convenience sampling of traditional cigarette smokers we can see some of these situational traits come to light.
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  • 来源:中山大学;作者:瑞安迪
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