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KMID : 0861020150300050007
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Korea Journal of Herbology
2015 Volume.30 No. 5 p.7 ~ p.13
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A Study on Prescription Intention of Botanical Drug in Korean Medicine Doctors
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Kwon Yong-Chan
Bin Sung-Oh
Koo Jin-Suk
Seo Bu-Il
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Abstract
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Objectives: The purpose of this study was to examine the prescription intention of Korean medicine doctors on botanical drug.
Methods: The subjects in this study were 340 Korean medicine doctors in Korean medical institutions, on whom a survey was conducted from July 1 to August 31, 2014.
Results: The factors that affected the prescription decision making of the Korean medicine doctors were drug superiority, level of Interest, Recognition, marketing of sales associates of pharmaceutical companies and satisfaction with information provided by those companies. When the internal consistency of the variables was measured, that was above 0.8. The influential factors had a great explain ability when the general characteristics of the subjects were adjusted(prescription intention : 38.1%). In contrast, the explainability of the factors was low when only their general characteristics were inputted(prescription intention : 8.0%). Among the five factors, satisfaction with marketing and awareness didn``t exert a significant influence on prescription intention.
Conclusions: Accordingly, well-planned education and promotion efforts are required to encourage Korean medicine doctors to put more prescription intention in botanical drug. This study had some limitations : First, the subjects were selected in a manner to allow for the convenience of this researcher, and the findings might not be generalizable. Second, there was a problem with the time for the study in that there were quite fierce disputes on botanical drug at that time. Third, the majority of the subjects run their own hospitals, and the number of them was small. So it``s not possible for them to represent every Korean medicine doctor.
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KEYWORD
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botanical drug, prescription intention
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