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| 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 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)
- Ⅰ. 서론 1
- Ⅱ. 연구방법 3
- 1. 연구대상 3
- 2. 의료광고 구성 요소 3
- 2.1 의료정보 선정 3
- 2.2 의료인 사진 선정 4
- 2.3 의료시설 사진 선정 4
- 3. 의료광고 구성 및 시선 응시 측정 6
- 3.1 의료광고 구성 6
- 3.2 시선응시 측정 및 분석 장치 6
- 4. 실험절차 7
- 4.1 의료기관 선택 시 고려 요소의 중요도 측정 7
- 4.2 의료광고 노출 시 시선응시 및 선호도 측정 10
- 4.3 의료광고 구성요소별 선호도 측정 11
- 5. 통계분석 13
- Ⅲ. 결과 14
- 1. 연구대상자 기초정보 14
- 2. 의료기관 선택 시 고려 요소의 중요도 비교 16
- 3. 의료광고 노출 시 구성요소별 시선응시 시간 분석 18
- 4. 의료광고 선호도 및 의료광고 구성요소별 선호도 분석 20
- 5. 의료광고 구성요소와 의료광고 선호도의 상관성 분석 21
- 6. 질환별 의료정보 선호도 비교 23
- Ⅳ. 고찰 25
- Ⅴ. 결론 29
- 참고문헌 30
- Abstract 33
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