지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.4
- 수록면
- 109 - 119 (11page)
이용수
초록· 키워드
오류제보하기
Objective : This study was performed to assess the perception and preferences of Traditional Korean Medicine advertisement posters in Korean medical consumers, in order to evaluate potential factors influencing these preferences.
Methods : Thirty-seven participants filled out the survey, consisting of questions regarding previous experiences of traditional medical treatment, expectations for traditional medicine, and the potential influence of the eight different advertisement posters to the image of Traditional Korean Medicine. The eye movements and attentional shifts of the participants were also measured using an eye tracking system while they were looking at the posters. The participants were asked to choose their ranking of preferences of the advertisement posters and also write down the reasons for this choice.
Results : According to 89.2% of the participants, the advertisement posters seemed to have a positive influence to the image of Traditional Korean Medicine. The eye gaze dwell time percentage for the two posters (poster A, F) were significantly longer than chance level, i.e. 12.5%, whereas the dwell time percentage for the two posters (poster E, H) were significantly shorter than chance level. Three posters (poster C, F, G) got highest scores in the preference rankings. Participants gave several reasons for the preference of those advertisement posters, such as liking the expressiveness, harmony, and font style.
Conclusions : These findings suggest that Traditional Korean Medicine advertisement posters seem to have a positive influence in various ways to the image of Traditional Korean Medicine. Understanding the reasons for the preferences of Traditional Korean Medicine advertisements could probably contribute to an expended usage of Traditional Korean Medicine advertisements in the future.
Methods : Thirty-seven participants filled out the survey, consisting of questions regarding previous experiences of traditional medical treatment, expectations for traditional medicine, and the potential influence of the eight different advertisement posters to the image of Traditional Korean Medicine. The eye movements and attentional shifts of the participants were also measured using an eye tracking system while they were looking at the posters. The participants were asked to choose their ranking of preferences of the advertisement posters and also write down the reasons for this choice.
Results : According to 89.2% of the participants, the advertisement posters seemed to have a positive influence to the image of Traditional Korean Medicine. The eye gaze dwell time percentage for the two posters (poster A, F) were significantly longer than chance level, i.e. 12.5%, whereas the dwell time percentage for the two posters (poster E, H) were significantly shorter than chance level. Three posters (poster C, F, G) got highest scores in the preference rankings. Participants gave several reasons for the preference of those advertisement posters, such as liking the expressiveness, harmony, and font style.
Conclusions : These findings suggest that Traditional Korean Medicine advertisement posters seem to have a positive influence in various ways to the image of Traditional Korean Medicine. Understanding the reasons for the preferences of Traditional Korean Medicine advertisements could probably contribute to an expended usage of Traditional Korean Medicine advertisements in the future.
목차
Ⅰ. 서론
Ⅱ. 방법
Ⅲ. 결과
Ⅳ. 고찰 및 결론
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UCI(KEPA) : I410-ECN-0101-2013-519-000581992