健康風險認知與快樂程度對抽菸行為之影響－－論抽菸行為的理性與感性

Health Risk Perception and Happiness for Smoking Decision: Behavior under Rationality and Perceptibility

過去研究多侷限於單獨討論理性的健康風險認知或感性的快樂程度中的任何一個面向對抽菸決策之影響，本文之目的則以風險感受行為理論為基礎，同時將代表理性的健康風險認知代表感性的快樂程度對抽菸決策之影響納入考量以進行實證分析。在估計方法上，為捕捉各決策因子於不同抽菸量區間之影響效果，本文乃選用受限分量迴歸模型、並配合中央研究院所完成的『台灣地區心臟血管疾病風險因子之研究調查』資料庫進行實證研究。結果顯示，健康風險理性認知與個人感性快樂程度對每日抽菸量確實有顯著之影響，然隨平均抽菸量之提升，無論是健康風險理性認知或是個人感性快樂程度對於抽菸決策之影響力都將降低。此外，本研究亦發現，當個人長期處於較快樂的心境下，較容易強化對健康風險認知資訊的吸收能力，進而減少抽菸量，此即感性要素力量的提升，可同時強化理性要素在決策中的影響力；反之，若當個人長期處於相對不快樂的心境下，則將弱化健康風險認知變數對抽菸決策之影響力，進而提升抽菸量。 In the literature regarding smoking decision, past research has considered either the rational knowledge or perceptual factor for the smoking behavior. The purpose of this paper is to use the risk as feelings theory by systematically combining rational knowledge and perceptual factors to analyze smoking decision. In order to explore different impacts through all related factors on different amount of smoking quantities, a censored quantile regression is conducted for diverse rational health risk perception and personal perceptual happiness for smoking decision. The results show that all factors of rational knowledge and happiness perceptibility do have significant impacts on smoking decision. The rational health risk perception variable has negative impact on smoking quantities. On the contrary, factors of personal perceptual happiness portray positive impact on smoking quantities. Furthermore, there is interaction between factor of rational health risk perception and personal perceptual happiness. Such result demonstrates that the higher the personal happiness perceptibility is the more effect of the factors of rational health risk perception will be on the smoking decision. On the other hand, the higher the personal unhappiness perceptibility is the impact of the factors of rational health risk perception will be declining.

In the literature regarding smoking decision, past research has considered either the rational knowledge or perceptual factor for the smoking behavior. The purpose of this paper is to use the risk as feelings theory by systematically combining rational knowledge and perceptual factors to analyze smoking decision. In order to explore different impacts through all related factors on different amount of smoking quantities, a censored quantile regression is conducted for diverse rational health risk perception and personal perceptual happiness for smoking decision. The results show that all factors of rational knowledge and happiness perceptibility do have significant impacts on smoking decision. The rational health risk perception variable has negative impact on smoking quantities. On the contrary, factors of personal perceptual happiness portray positive impact on smoking quantities. Furthermore, there is interaction between factor of rational health risk perception and personal perceptual happiness. Such result demonstrates that the higher the personal happiness perceptibility is the more effect of the factors of rational health risk perception will be on the smoking decision. On the other hand, the higher the personal unhappiness perceptibility is the impact of the factors of rational health risk perception will be declining.