南加州消费者对电子烟商店的看法：基于Yelp在线评论的分析
Consumers' perceptions of vape shops in Southern California: an analysis of online Yelp reviews.
作者信息
Sussman Steve, Garcia Robert, Cruz Tess Boley, Baezconde-Garbanati Lourdes, Pentz Mary Ann, Unger Jennifer B
机构信息
Department of Preventive Medicine, University of Southern California, Los Angeles, CA 90032 USA ; Departments of Preventive Medicine and Psychology, and School of Social Work, Institute for Health Promotion and Disease Prevention Research, University of Southern California, Soto Street Building, 2001 North Soto Street, Room 302A, Los Angeles, CA 90033 USA.
Department of Preventive Medicine, University of Southern California, Los Angeles, CA 90032 USA.
出版信息
Tob Induc Dis. 2014 Nov 28;12(1):22. doi: 10.1186/s12971-014-0022-7. eCollection 2014.
BACKGROUND
E-cigarettes are sold at many different types of retail establishments. A new type of shop has emerged, the vape shop, which specializes in sales of varied types of e-cigarettes. Vape shops allow users to sample several types. There are no empirical research articles on vape shops. Information is needed on consumers' beliefs and behaviors about these shops, the range of products sold, marketing practices, and variation in shop characteristics by ethnic community and potential counter-marketing messages.
METHODS
This study is the first to investigate marketing characteristics of vape shops located in different ethnic neighborhoods in Los Angeles, by conducting a Yelp electronic search and content analysis of consumer reports on vape shops they have visited. The primary measure was Yelp reviews (N = 103 vape shops in the Los Angeles, California area), which were retrieved and content coded. We compared the attributes of vape shops representing four ethnic communities: African American, Hispanic/Latino, Korean, and White.
RESULTS
Vape shop attributes listed as most important were the selection of flavors or hardware (95%), fair prices (92%), and unique flavors or hardware (89%). Important staff marketing attributes included being friendly (99%), helpful/patient/respectful (97%), and knowledgeable/professional (95%). Over one-half of the shops were rated as clean (52%) and relaxed (61%). Relatively few of the reviews mentioned quitting smoking (32%) or safety of e-cigarettes (15%). The selection of flavors and hardware appeared relatively important in Korean ethnic location vape shops.
CONCLUSIONS
Yelp reviews may influence potential consumers. As such, the present study's focus on Yelp reviews addressed at least eight of the FDA's Center for Tobacco Products' priorities pertaining to marketing influences on consumer beliefs and behaviors. The findings suggest that there were several vape shop and product attributes that consumers considered important to disseminate to others through postings on Yelp. Lack of health warnings about these products may misrepresent their potential risk. The main influence variables were product variety and price. There was only a little evidence of influence of ethnic neighborhood; for example, regarding importance of flavors and hardware. Shop observational studies are recommended to discern safety factors across different ethnic neighborhoods.
背景
电子烟在许多不同类型的零售场所均有销售。一种新型店铺——电子烟商店应运而生，这类店铺专门销售各类电子烟。电子烟商店允许用户试用多种类型的电子烟。目前尚无关于电子烟商店的实证研究文章。我们需要了解消费者对这些商店的看法和行为、所售产品范围、营销手段，以及不同种族社区的店铺特征差异和潜在的反营销信息。
方法
本研究首次通过对Yelp进行电子搜索，并对消费者关于他们所光顾的电子烟商店的报告进行内容分析，来调查位于洛杉矶不同种族社区的电子烟商店的营销特征。主要衡量指标是Yelp评论（加利福尼亚州洛杉矶地区的103家电子烟商店），对这些评论进行了检索和内容编码。我们比较了代表四个种族社区的电子烟商店的属性：非裔美国人、西班牙裔/拉丁裔、韩裔和白人。
结果
被列为最重要的电子烟商店属性是口味或烟具的选择（95%）、价格公道（92%）以及独特的口味或烟具（89%）。重要的店员营销属性包括友好（99%）、乐于助人/耐心/尊重他人（97%）以及知识渊博/专业（95%）。超过一半的店铺被评为干净（52%）和氛围轻松（61%）。相对较少的评论提及戒烟（32%）或电子烟的安全性（15%）。在韩裔社区的电子烟商店中，口味和烟具的选择似乎相对重要。
结论
Yelp评论可能会影响潜在消费者。因此，本研究对Yelp评论的关注至少涉及了美国食品药品监督管理局烟草制品中心与营销对消费者观念和行为影响相关的八项优先事项。研究结果表明，有几个电子烟商店和产品属性是消费者认为通过在Yelp上发布信息向他人传播很重要的。缺乏关于这些产品的健康警告可能会误传其潜在风险。主要影响变量是产品种类和价格。只有很少的证据表明种族社区有影响；例如，关于口味和烟具的重要性。建议进行店铺观察研究，以识别不同种族社区的安全因素。
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