ScholarWorks@숙명여자대학교

초록

The hazards of cigarette smoking are well known, and efforts are being made to lower the smoking rate worldwide. Despite these efforts, however, the male smoking rate has not drastically decreased, and the female smoking rate is increasing. Since smokers have very diverse spectrum, it is one of the factors that deteriorated effectiveness of carrying out message collectively in the execution of public service advertisement of smoking communication. The purpose of this study was to investigate the relationship between cigarette smoking duration, smoking amount and smoking cessation self-efficacy, and to examine the effect of cigarette smoking self-efficacy and message frame on non-smoking advertising attitude, smoking cessation attitude, and smoking cessation intentions. In addition, we examined the difference in smoking period and smoking amount according to gender and age, and examined whether such difference influences optimistic bias. The results of the study show that smoking cessation self-efficacy has significant effects on smoking cessation attitude and smoking intention. Higher cessation efficacy has higher smoking cessation attitude and higher smoking cessation intention. However, the message frame did not affect and the interaction effect did not appear either. The duration of smoking and the amount of smoking significantly influenced smoking cessation self-efficacy. The longer the cigarette smoking period and the higher the amount of cigarette smoking, the lower the cigarette smoking self-efficacy. Gender, age, duration of smoking, and cigarette smoking amount significantly influenced optimistic prejudice. In the case of female, lower age, shorter period of smoking and lower amount of smoking showed more optimistic prejudice. These results suggest that smoking cessation messages should be implemented in consideration of the various characteristics of smokers and this study will help to understand smokers.

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