관련 논문 - 의료광고에 근거한 의료기관 선택에 관한 연구 / 신혜원

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의료광고에 근거한 의료기관 선택에 관한 연구 / 신혜원

9 보건의료 조회 수 55 추천 수 0 2017.03.29 14:40:23

nibp *.223.3.98 https://www.nibp.kr/xe/info4_3/82795

발행년 :	2011
구분 :	학위논문
학술지명 :
관련링크 :	http://www.riss.kr/link?id=T12321492

의료광고에 근거한 의료기관 선택에 관한 연구

= A study of a choice of hospitals based on medical advertisements

저자
신혜원
형태사항
iv, 34 p. : 26 cm
일반주기
경희대학교 논문은 저작권에 의해 보호받습니다.
지도교수: 채윤병
참고문헌 : p. 30-32
학위논문사항
학위논문(석사)-- 경희대학교 대학원 : 기초한의과학과 2011. 2
DDC
616 22
발행국
서울
언어
한국어
출판년
2011

초록 (Abstract)

Objectives: The study was performed to investigate the factors that healthcare consumers consider in choosing a hospital and the attitudes of the consumers when they're provided with information through medical advertisements focused on medical inform...
Objectives: The study was performed to investigate the factors that healthcare consumers consider in choosing a hospital and the attitudes of the consumers when they're provided with information through medical advertisements focused on medical information, medical practitioners, medical facilities. We also investigated if there are any differences in the consumers' attitudes toward Western and Korean medicine.
Methods: Forty-two participants performed 3-step tasks: (1)They responded to the survey regarding the importance of factors that they consider when choosing a hospital. (2)The eye gazes of participants were measured by eye tracking system when they watched the medical advertisements, and they assessed the preference toward overall medical advertisements. (3)They assessed the preference toward the components of medical advertisement; medical information, medical practitioners, and medical facilities.
Results: The factor about inner interior and facilities of hospital was perceived more important when choosing Western hospital (3.69±0.13 vs 3.45±0.12, p<0.05), and the factor about appearance of the doctor was perceived more important when choosing Korean hospital (2.14±0.15 vs 1.88±0.13, p<0.01). The distribution patterns of dwell time ratio of advertisements in Western and Korean medicine were similar. Multiple regression analysis showed that medical information factor (beta=.527) was associated with the preference toward overall medical advertisements in Western medicine (R2=0.455, F=10.555, p<0.001), and medical information factor (beta=.518), and medical practitioner factor (beta=.264) were associated with the preference toward overall medical advertisements in Korean medicine (R2=0.546, F=15.205, p<0.001).
Conclusions: This study demonstrated that medical information factor among the components of advertisements influenced the overall preference toward the advertisements in Western and Korean medicine. These findings suggest that it will be more effective to make advertisements focusing on providing medical information that the medical consumers need.

목차 (Table of Contents)