目標：預防青少年吸菸是公共衛生的重要課題，國內青少年吸菸率雖然持續呈現持平的情況，但品牌的選擇卻出現進口菸取代國產菸現象。青少年為何喜愛及選擇進口菸是值得探究的議題，本研究目的是藉由青少年選擇吸菸品牌的過程探討其菸品消費認同。方法：主要利用焦點團體訪談，並輔以深度訪談方法得到相關資料。研究對象為某二所高職學校共44名吸菸學生，選樣過程及訪談方式隨著研究進展的需要與避免重覆的原則彈性進行。資料處理採編輯式的分析法，先決定分析單位、並將訪談之文本重新裁剪，以找尋出有意義的類別及關聯。結果：受訪學生第一次吸菸以七星菸佔多數，主要是認同同儕與家人抽的菸品；部份受到菸品流行文化，以及口味、經濟等認同因素的影響。至於菸品消費行為改變的情形，多數學生之所以輪換或轉換其吸菸品牌，菸品廣告行銷與菸品流行次文化是主要的影響因素。結論：青少年吸菸行為與消費市場中的菸品消費文化有關，基於健康促進的立場，運用學校菸害反行銷教育讓青少年辨識廣大的菸品市場行銷機制是降低青少年吸菸率重要的一環。

　　　　　Objectives: Preventing adolescent smoking is an important heath issue. Statistics from 1990 to 2001 show that the prevalence rate of smoking amongst teenagers aged 15 to 18 in Taiwan has remained the same. However, the consumption of imported cigarettes has replaced that of domestic cigarettes. The reason accounting for such switch is worth further investigation. The main purpose of this study was to understand how teenagers identify their cigarette consumption behavior by the process of selecting special cigarette brand. Method: Focus group discussion and individual interviews were conducted to explore the cigarette consumption behavior of 44 student smokers purposively selected from two vocational high schools in Taipei area. These interviews were tape-recorded, transcribed, and coded. Matrices were constructed to identify themes and evolving concepts. Results: Most of the student subjects smoked Mildseven brand and followed the choice of their peer groups or family when selecting cigarette brand. Only a few students were influenced by adolescent cigarette subculture, considering cigarette price and taste. Students switching to other cigarette brands were mainly affected mostly by symbolized advertisements and adolescent cigarette subculture. Conclusion: The results show that adolescent cigarette consumption behavior was significantly related to youth cigarette subculture and the image of cigarette advertisements. From the health promotion perspective, using anti-smoking marketing strategies in schools to decrease the myth of cigarette consumption was an important strategy to prevent adolescent smoking.