Prevalence and factors associated with e-cigarette use among aspiring media professionals: A cross-sectional survey at a vocational college.

INTRODUCTION: E-cigarette use among college students is an emerging public health concern, particularly among those in media-related fields who may influence youth as future role models. This study examined the prevalence and factors associated with e-cigarette use among students at a vocational performing arts college in eastern China. METHODS: A cross-sectional census survey was conducted from April to May 2025 at Hengdian College of Film and Television. All enrolled students present on campus were invited to complete an online questionnaire adapted from the National Tobacco Survey for College Students. Data on demographic characteristics, e-cigarette use, exposure to advertising and health information, and knowledge of tobacco hazards were collected. Chi-squared tests and binary logistic regression were used to identify factors associated with current e-cigarette use. RESULTS: Among 9197 valid respondents (99.70% response rate; 69.90% female; mean age 18.83 years), the current e-cigarette use rate was 2.05%. Multivariate analysis identified the following significant associated factors: inadequate knowledge versus adequate knowledge (adjusted odds ratio, AOR=4.69; 95% CI: 3.44-6.40), maternal smoking versus neither parent smokes (AOR=9.44; 95% CI: 3.46-25.76), junior year versus freshman (AOR=3.46; 95% CI: 1.96-6.11), both parents smoking vs neither (AOR=3.04; 95% CI: 1.71-5.42), witnessing public smoking versus not (AOR=2.67; 95% CI: 1.82-3.91), male versus female (AOR=2.36; 95% CI: 1.74-3.20), sophomore year versus freshman (AOR=1.44; 95 CI: 1.09-1.91), and having smoking roommates versus not (AOR=1.26; 95% CI: 1.07-1.48). Nearly half reported exposure to e-cigarette advertising, while over 60% encountered anti-e-cigarette information. CONCLUSIONS: The associations identified highlight the need for further longitudinal investigation into modifiable factors and environmental influences. Special attention should be given to students with maternal smoking and those in smoking-normalized environments.