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KMID : 0387319990090020077
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Korean Journal of Health Policy and Administration
1999 Volume.9 No. 2 p.77 ~ p.94
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An Analysis on Decision-making Process Regarding the Use of Medical Service According to Lifestyle
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Kim Ji-Yoon
Cho Woo-Hyun
Lee Sun-Hee
Lee Hae-Jong
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Abstract
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The purpose of this study is to establish strategy by subdividing consumer market according to the lifestyle which influences the use of medical facilities. The subject of this study were 700 adults who were over 20 years of age and residing in Suwon and its vicinity. To collect data trained staff conducted person-to-person interviews with the assistance of structured questionnaires. The questionnaires cover the areas of life style pattern study, the characteristics of demographic sociology, decision-making process related to the use of medical service. The influencing factors were analyzed and as a result total 18 factors were singled out. Cluster analysis was performed to differentiate similar responses. Each group was named as ´health-unconcem type´ ´passive health-concern type `regular health-concern type´ and ´active health-concern type according to the characteristics. Each group showed statistically significant difference in the characteristics of demographic sociology. Decision-making process regarding the use of medical service according to lifestyle was´analyzed. As a result following items showed significant difference : whether the information was utilized, what was the criteria in selecting medical facilities for serious illness or complicated examination, who was the decision maker in selection medical facilities, and with whom one discussed in selecting medical facilities. The result of this study has its limitation in that it can not be applied directly to market subdivision. However, this will help medical facilities understand customers´ lifestyle, which will eventually provide medical facilities with marketing tools in establishing effective PR strategy. In order to apply the lifestyle as a marketing tool of medical facilities, following tasks are to be carried out: the development of the questionnaire which can better analyze consumers´ lifestyle related to the use of medical service, the examination of precise characteristics of subdivided market according to lifestyle, and the continuing study on the relationship between lifestyle and the process in selecting medical facilities.
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KEYWORD
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lifestyle, purchase decision-making process, medical utility utilization
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