The prevalence of e-cigarette use among college students is rising, driven by exposure to e-cigarette information on social media and online platforms. Research indicates that college students' perceived advantages of e-cigarette use are positively linked to their intentions to use these products. This study explores how perceived benefits mediate the relationship between social media engagement and e-cigarette use intentions among Taiwanese college students. A cross-sectional online survey included 1,519 Taiwanese college students who had not used e-cigarettes in the past 30 days. Four questionnaires assessed benefit perceptions related to e-cigarettes, social media engagement (including browsing, searching, and sharing e-cig information), e-cigarette use intentions, and sociodemographic factors. Data were analyzed using descriptive statistics, an independent sample t-test, chi-square test, and mediation analysis. Results showed that 13.1% (n =199) of participants expressed intentions to use e-cigarettes, including considering their use within the next year or accepting offers from friends. Those with such intentions were significantly more engaged in social media activities related to e-cigarette information than those without such intentions. Additionally, those with intentions to use e-cigarettes reported significantly higher perceived benefits than their counterparts. Importantly, when accounting for background factors, perceived benefits emerged as a mediating factor, influencing the relationship between sharing e-cigarette-related content on social media and behavioral intentions toward e-cigarette use. In conclusion, the findings of this study underscore the need for targeted health interventions and educational campaigns to address the potential negative impact of social media on e-cigarette use intentions among this population.

Authors:
Li-Ling Liao, Kaohsiung Medical University, Taiwan
I-Ju Lai, I-Shou University, Taiwan

About the Presenter(s)
Professor Li-Ling Liao is a University Professor/Principal Lecturer at Kaohsiung Medical University in Taiwan

See this presentation on the full schedule – Monday Schedule

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