关键词: 吸烟者, 社交性吸烟行为, 感知吸烟社会规范, 身份认同, 关系观

Abstract: Social smoking, which refer to smoking with others, may be a common pattern among Chinese smokers and frequently be motivated by social influences. The previous studies have showed that the smoking behavior would be positively predicted by perceived smoking social norms. However, little is known about the influence of perceived smoking social norms on social smoking behavior as well as its underlying psychosocial mechanisms. Guided by the theories of Social Identity Theory and Theory of Identity-based Motivation, the self-identification as a smoker which is influenced by others would result in social smoking behaviors among smokers. Additionally, the cultural values, especially for the dimension of guanxi, should be consider when explaining the reason of social smoking behavior for Chinese smokers. According to the Theory of Cultural Value Orientations, the human behavior would be influenced by the cultural values. Given these, the present study aims to examine (a) the association between perceived smoking social norms and social smoking behavior, (b) the mediating effect of self-identification as a smoker on the relationship between perceived smoking social norms and social smoking behavior, and (c) the moderating effects cultural value of guanxi on the relationship between perceived smoking social norms and social smoking behavior and on the relationship between perceived smoking social norms and identity among Chinese smokers. A sample of 1016 Chinese current daily smokers were recruited to complete several self-report questionnaires, including Perceived Smoking Social Norms Scale, Smokers Identity Scale, the sub-scales of guanxi from the Chinese Culture Value Scale, Social Smoking Questionnaire, and Demographic Characteristics Questionnaires. All analyses were conducted using SPSS 24.0. Partial correlation analyses (i.e., to control for the following covariates: gender, age, marital status, educational level, income level, employment rank, cigarette consumption per day, and health status) were conducted to examine the relationships between study variables. Then, the mediation model and moderated mediation models which controlled for aforementioned covariates were examined by using Model 4 and Model 10 in PROCESS macro for SPSS respectively. The results showed that: (1) The perceived social norms of smoking significantly and positively related to smokers’ identification as a smoker and social smoking behavior. (2) The relationship between the perceived social norms of smoking and social smoking behavior was partially mediated by the smokers’ identification as a smoker. (3) The moderated effect of culture value of guanxi on the relationship between the perceived social norms of smoking and social smoking behavior was significant. The effects of perceived social smoking norms on social smoking behavior was stronger in the smokers with higher level of culture value of guanxi than the smokers with lower level of culture value of guanxi. (4) The moderated effect of culture value of guanxi on the relationship between the perceived social norms of smoking and identity was not significant. It was concluded that the positive relationship between perceived social norms of smoking and social smoking behavior was mediated by smokers’ self-identi?cation as a smoker and moderated by culture value of guanxi among Chinese smokers. These findings suggest that self-identi?cation as a smoker, with increased perceived social norms of smoking and then increased social smoking behavior, performed the social cognitive function in the process of social smoking. Meanwhile, the dynamic process of social smoking behavior was moderated by cultural values of guanxi. The moderated mediating model broadens the application scope of the Theory of Identity-based Motivation and Theory of Cultural Value Orientations and provides a more comprehensive interpretation to understand how and when perceived social norms of smoking influence social smoking behavior for Chinese smokers. It also provided a theoretical and empirical bias for others to study the complicated relationship between social environmental factors and smoking behavior. Further studies should use multiple methods and construct diverse models to explore the underlying.

Key words: Chinese smokers, social smoking behavior, perceived social norms of smoking, self-identi?cation as a smoker, cultural values of guanxi