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KMID : 0614820040100020195
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Journal of Korean Academy of Nursing Administration
2004 Volume.10 No. 2 p.195 ~ p.210
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DA Study on Word of Mouth Communication and Lifestyle of Obstetrics - Gynecology Health Care Consumers
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Jeong Hyun-Ja
Jung Myun-Sook
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Abstract
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Purpose: The purpose of this study is 1): to investigate how word of mouth communications work according to the lifestyle of health care consumers of obstetrics and gynecology, 2): to propose managerial suggestions in health care marketing.
Method: Data collection and analysis had been executed from March 10, 2003 to April 4, 2003. Out of total 400 questionnaires distributed, 385 were collected. 351 were considered to be valid for analysis. Data were analyzed with the SPSS/pc+ Version 10.0. using Frequencies, Factor analysis and cluster analysis, ANOVA and .
Results: The subjects were divided into four groups in terms of their lifestyles: ’health active group’, ’health conscious group’, ’health indifferent group’, ’health inactive group’. The following are the features word of mouth communication according to lifestyle.
Conclusion: All in all, the researcher carne to notice that there was a difference in the features of word of mouth communication activities in accordance with the lifestyle of health care consumers of obstetrics and gynecology. This study will hopefully contribute to the ramification of markets, serving as a help in marketing health services.
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KEYWORD
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Word of Mouth Communication, Lifestyle, OBGY Consumers
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