Marketing and sales practices of Internet cigarette vendors and smokers' perceptions of buying cigarettes online

Raising cigarette prices and restricting tobacco marketing are evidence-based policy strategies that effectively prevent and reduce smoking. Over forty states have recently increased their cigarette excise taxes, substantially raising cigarette prices at retail stores. Web sites selling tax-free cigarettes may undermine the public health benefit of raising cigarette prices. More smokers are purchasing cigarettes online, but little is known about their motivations for doing so.; This dissertation is comprised of two studies. Study 1 examines the extent to which Internet cigarette vendors (ICVs) employ marketing strategies such as price-promotions, peer-to-peer incentives, and customized services, and examines factors that predict online cigarette prices. Using data from the longitudinal study of Internet Cigarette Vendors, content analyses of websites identified in 2000 (n=88), 2002 (n=195), and 2003 (n=338) were conducted and multiple linear regression was used to predict online cigarette prices. Study 2 utilizes a qualitative and quantitative approach to understand Internet cigarette purchasers' attitudes, purchasing behaviors, and consumption patterns. Computer assisted telephone interviews were conducted with 187 New Jersey adult smokers participating in the 2004 New Jersey Adult Tobacco Follow-up Survey. Survey items assessing Internet purchasing behaviors and attitudes were informed by results of qualitative pilot interviews.; ICVs most commonly offered reduced price specials (54.1%), personalized customer accounts (44.1%), e-mail newsletters (37.6%), and advertised tax-free prices (37.6%). Native American ICVs were significantly more likely to offer price-related promotions than non-Native vendors. Compared to all vendors, however, Native American ICVs sold cigarettes at significantly higher prices.; Approximately 13% of New Jersey adult smokers purchased cigarettes online while 16% contemplated doing so. There was no staistically significant difference in perceived barriers among the Internet purchasers and contemplators. Cheaper price was unanimously reported as the main benefit of purchasing cigarettes online. Smokers who switched to a cheaper, lower-taxed source such as the Internet significantly increased their consumption over time.; Lower prices appear to be the most commonly used marketing strategy by ICVs, as well as smokers' main motivation for purchasing cigarettes online. Therefore, policy regulations that equalize Internet cigarette prices to those at brick-and-mortar retail stores might effectively curb Internet cigarette sales.