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KMID : 0608520110170010109
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Korean Journal of Oriental Medicine
2011 Volume.17 No. 1 p.109 ~ p.119
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A Study of Medical Consumer"s Perception of Traditional Korean Medicine Advertisements in Korea : Focus on Traditional Korean Medicine Advertisement Posters
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Kim Yun-Ji
Chung Hee-Su
Chang Dong-Seon
Lee Hye-Jung
Park Hi-Joon
Chae Youn-Byoung
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Abstract
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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.
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KEYWORD
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Traditional Korean medicine, medical advertisement, eye tracking, preference
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