Abstract
This qualitative research explored the current E-cig institutions in China and how E-cig retail owners perceived the E-cig related regulation under the theory foundation of institutional theory. An intrinsic case method applied in this study. Template analysis used to analyze the information of documents and interviews. In summary, the E-cig institutions have positive and negative effects on in both E-cig retail shops and E-cig industry. The study will contribute to the intuitional theory research in qualitative way and have practical meaning for E-cig retailers to identify and evaluate the institutional environment.
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