The purpose of this study is to build a theoretical framework to account for how social media lead college students to smoke. Arguing critical concepts, such as valence of communication, impression management, perceived risks and benefits, this study develops the O 1 -S-R 1 -O 2 -R 2 model. For this, we test a separated model for smokers and nonsmokers. For smokers, the effect of exposure to pro-smoking content on smoking behavior is mediated by an impression of smokers, a favorable expression about smoking, and perceived benefits. And, the effect of exposure to anti-smoking content on smoking behavior is mediated by an unfavorable expression about smoking and perceived risks. However, such mediation processes cannot be observed for nonsmokers; namely, the effect of exposure to pro-smoking content on smoking intention is only mediated by a favorable expression about smoking. Considering the separated path models for smokers and nonsmokers, theoretical and practical implications are suggested for future study. Methodological limitations are discussed as well.

这项研究的目的是建立一个理论框架，以解释社交媒体如何引导大学生吸烟。争论的关键概念，例如沟通的价位，印象管理，感知的风险和收益，开发了O 1 -SR 1 -O 2 -R 2模型。为此，我们测试了针对吸烟者和非吸烟者的单独模型。对于吸烟者来说，接触吸烟前内容对吸烟行为的影响是通过吸烟者的印象，对吸烟的良好表达以及所感知到的好处来介导的。并且，暴露于反烟含量对吸烟行为的影响是由对吸烟和不良风险的不利表达所介导的。但是，对于非吸烟者，无法观察到这种调解过程。即 吸烟前内容暴露对吸烟意愿的影响仅由关于吸烟的良好表达来介导。考虑到吸烟者和非吸烟者的分离路径模型，建议在理论和实践上进行进一步的研究。还讨论了方法上的局限性。