Articles

Online shopping is a growing phenomenon and social media namely Facebook has radically changed consumers online purchase behaviour; especially the interactive information system of consumers, peers, and vendors. Similar to other online purchasing products or services, e-cigarette marketing in Facebook has potential. This study aims to determine the association between individual’s online interaction and e-cigarette purchase intention from Facebook vape groups. A cross-sectional study was conducted among 214 respondents using the Facebook platform from September to December 2019. Data were collected via a self-administered questionnaire. The Chi-square test was used for data analyses using SPSS (version 25.0). Most of the participants were male; the mean age of the respondents was 27.41 ± 2.1. Total 93.9% (201 of 214) and 56.1% (120 of 214) respondents were vaper and smoker respectively. Among the non-smokers, most of the respondents were vaper (84 of 94, 89.4%). Consumers smoking and vaping status were associated with each other (χ2 = 6.11, P=0.01). There was an association between vaping status and purchase intention of e-cigarettes from the Facebook vape group (χ2 = 5.06, P=0.02). Online interactions, namely like (χ2 = 5.88, P <0.01), post (χ2 = 7.16, P <0.01) and sharing (χ2 = 10.14, P <0.01) of the e-cigarette related information or advertisements in social media were associated with purchase intention of e-cigarettes from Facebook vape group. This study revealed individuals vaping and online interactions were associated with an online purchase the intention of e-cigarette in Facebook. Public health researchers and policymakers might contemplate the regulatory environment of online marketing of e-cigarettes to curtail the uptake of e-cigarettes among non-smokers.