Informatics Publishing Limited

EunHee Kim ¹, SeungYeob Yu ²

Affiliations
1 Department of Advertising and Public Relations and Journalism, Mokwon University/ 35349, KR
2 Department of Advertising and Public Relations, Namseoul University/31020, KR

Abstract

Objectives: To addressing the question of what hospital/doctor attributes influence medical consumers’selection of a specific medical institution. Methods/Statistical Analysis: First, we conducted a factor analysis in order to extract the factors that influence consumer’s selection of primary care clinics and general hospitals. Second, a multiple regression analysis was performed to see what elements of the set of hospital and doctor attributes affect perceived quality and continuous use intent of the medical institutions. Cronbach’s Alpha index would show the internal consistency among the measurement items and the reliability of each scale. Findings: First, it was found that reputation was the most importantly considered in selecting general hospitals. In selecting primary care clinics, in contrast, consumers take convenience into more consideration than other factors, perhaps because they are mostly neighbor hospitals. Second, it was found that expertise of doctors is the most importantly considered attribute in consumers’ selection of general hospitals was expertise, followed by attractiveness, reputation, and externality. Third, it was found that the doctor attributes affecting the perceived quality were doctors’ reputation and expertise for general hospitals, and intimacy for primary care clinics, on the other hand. Fourth, it was found that medical consumers reported greater intent to continuously use a particular medical hospital with greater recognition of doctors’ reputation and attractiveness. Improvements/Applications: We expect that the findings of the current analysis would provide meaningful base data for planning strategies for marketing in the rapidly changing environment of the medical industry.

Keywords

Continuous Use Intent, Doctor Attributes, Hospital Attributes, Medical Institutions, Perceived Quality.

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Nami Kim ¹, SeungYeob Yu ¹

Affiliations
1 Department of Advertising and Public Relations, Namseoul University, 331-707, Republic of Korea

Abstract

Objectives: The current research confirmed that different attributes of advertisement models had different influence on the advertising effect of CSR ad campaigns depending on the theme of CSR activities. Methods/Statistical Analysis: Survey was 550 participants were assigned to 12 groups by biased sampling. A factor analysis was performed to analyze the model attributes. Also, a multiple regression analysis was conducted to identify the effects of model attributes on the attitudes toward advertisements, corporations, and the perception of veracity of the advertising messages. The reliability of each scale was determined by using the internal consistency coefficient of Cronbach's α. Findings: The current research confirmed that different attributes of advertisement models had different influence on the advertising effect of CSR ad campaigns depending on the theme of CSR activities. It was found that value relevancy between all the themes of CSR activities and the image of advertisement models exerted a significant influence on the attitude toward CSR ads and the attitude toward companies. In the ads with the themes of economy and society, value relevancy and reliability of models had a significant influence on the attitudes toward ads and companies, while value relevancy and attractiveness of models did so in the theme of environment. It was also found that reliability of the models had a significant effect on perception of veracity of the messages regardless of the themes of CSR activities. Such findings might suggest that advertising executives should employ a tactical strategy when selecting models for CSR ad campaigns. Improvements/ Applications: Future researches are expected to depart from simple analysis of the correlation between model attributes and the attitudes and to take another step to investigate into any mediated effects and more detailed insights.

Keywords

CSR Ad Campaigns, CSR Advertising Effect, CSR Practices, Model Attributes, Selection of Ad Models.

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