Marketing appeals of manufacturers’ websites
| Marketing appeals | Frequency (n, %) |
| Product appearance shown | 99 (95.2) |
| E-flavour shown | 72 (69.2) |
| Production process | 58 (55.8) |
| Price shown | 15 (14.4) |
| Product ingredients shown | 8 (7.7) |
| Awards shown | 41 (39.4) |
| Product qualities | |
| Good taste | 71 (68.3) |
| Leakage resistance | 59 (56.7) |
| Long battery life | 44 (42.3) |
| Smart | 20 (19.2) |
| Health-related benefits | |
| Reduced harm, healthier | 47 (45.2) |
| Alternatives to cigarettes | 45 (43.3) |
| Smoking cessation aid | 6 (5.8) |
| Emotion-related benefits | |
| Positive mood | 65 (62.5) |
| Enjoyment | 49 (47.1) |
| Refreshing | 7 (6.7) |
| Relieved pressure | 5 (4.8) |
| Lifestyle-related benefits | |
| Friendship/Love | 19 (18.3) |
| Life quality | 19 (18.3) |
| Social status | 18 (17.3) |
| Trendsetter | 17 (16.3) |
| Independent/Individual | 16 (15.4) |
| Sex appeal | 13 (12.5) |
| Achievement/Success | 12 (11.5) |
| Sociability | 5 (4.8) |
| Fun | 4 (3.8) |
| Brand claims | |
| Market leader | 37 (35.6) |
| Innovation | 31 (29.8) |
| Long history | 17 (16.3) |
| Competitive | 9 (8.7) |
| Technologically advanced | 6 (5.8) |
e, electronic.