|
KMID : 0861120160200030021
|
|
Korean Journal of Oriental Preventive Medicine
2016 Volume.20 No. 3 p.21 ~ p.31
|
|
|
he Basic study on the Korean Medicine Brand Personality of a University students.
|
|
Lee Jeong-Won
|
|
|
Abstract
|
|
|
Objectives: The purpose of this study is to determine the Korean medicine brand personality awareness of university students and to determine how the Korean medicine brand personality affects the perceived value.
Methods: The data for this study were collected through a self-administered survey to 173 subject from students enrolled in the University in B city. Frequency analysis, factor analysis, t-test, ANOVA, multiple regression analysis were used for the statistical analysis.
Results: The result of factor analysis, seven factors were extracted. That was refinement, pleasure, trust, warmhearted, capacity, handsomeness, individuality. Overall, capacity, trust, warmhearted, handsomeness scores of Korean medicine brand personality score was higher than individuality, pleasure, refinement. Especially warmhearted, capacity affects the perceived value.
Conclusions: Seven Korean medicine brand personality factors were extracted. Warmhearted, capacity affects the perceived value. It is necessary to develop the Korean medical management strategy and Korean medical policy.
|
|
|
KEYWORD
|
|
|
brand personality, perceived value, Korean medicine, medical administration
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|
|