(Purpose)
To analyze the demand of smoking cessation programs for smokers who want to cease smoking.
(Methods)
We surveyed the smokers through the WEB site in February 2003. We asked them the Conjoint analysis about four types of smoking cessation programs, in addition to their demographic and socioeconomic characteristics, history of smoking and experience of smoking cessation. We selected eight thousand subjects and distribute the questionnaires. Conjoint analysis consists of four types of smoking cessation programs are those at the following sites: 1) Pubic Heath Center that provides group instructions, 2) Medical Institution that provides consultation by doctors and nicotine patch, 3) Pharmacy that provides OTC nicotine gum, 4) Pharmacy that provides OTC nicotine patches. Since nicotine patch has not been switched to OTC yet, the fourth program is hypothetical. Attributions in the hypothetical questions are place (program), time-of-the-day, travel time and cost. The levels were selected such that they were orthgonalized to each other and we set five patterns of the hypothetical questions and randomly allocated the responders. We estimate their choice of each program in conjoint analysis using probit estimation with random effects.
(Results and Discussions)
We collected 3166 responses, in which 907 (28.6%) of them were from smokers. The estimation results showed the decline in cost significantly encourages the choice probability of any program. Moreover, the reduction in travel time significantly enforces to choice probability of the program provided by Public Health Centers or by Medical Institutions. In the program provided by Public Health Centers, they can raise the number of participants if they open the program in holidays. The time-of-the-day in the program of Medical Institutions did not affect their choice probability.
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