노인의 건강정보원 이용유형과 건강증진 행동: 정보원 이용에 영향을 미치는 요인과 건강증진 행동과의 관계를 중심으로

이귀옥,이수연 한국노인복지학회 2019 노인복지연구 Vol.74 No.4

With the advent of the super-aged society, older adults’ maintenance of health and prevention of disease are becoming social challenges in Korea. However, there is a lack of understanding of the health information seeking behavior of the elderly. The purpose of the present study is to identify the types of health information sources of the older adults, to reveal the impacts of the socio-demographic and the health condition factors on the usage levels of the health information sources, and to examine the effects of the health information sources on health promoting behavior. The factor analysis revealed four dimensions of health information sources of the older adults; mediated, online, primary groups, and specialized medical professionals. Also, the regression analysis confirmed the influence of gender, age, and informatization education on the level of the usage of each type of information source. Especially, the health condition factors which includes chronic disease predicted the selection of information sources. Lastly, the usage levels of health information sources significantly predicted the increases in the 3 health promoting behaviors; physical fitness activities, management of daily life and stress, and health responsibility activities. The usage of the primary groups as the health information source strongly predicted the increase in the 3 health promoting behaviors. The results of the study provide theoretical and practical implications regarding the selections of health information sources in the health communication program for the elderly. 우리 사회는 초고령사회를 앞두고 노인의 건강유지와 질병 예방이 사회적 과제로 떠오르 고 있지만, 노인의 건강정보 추구 행동에 대한 이해는 매우 부족하다. 본 연구의 목적은 노 년기에 이용하는 건강정보원의 유형을 확인하고, 이러한 건강정보원 선택에 영향을 미치는 인구사회학적, 건강상태 요인을 파악하는 것이다. 또한, 건강정보원의 유형별 이용수준이 노 인들의 건강증진 행동에 미치는 영향을 검증하였다. 연구 결과, 우리나라 노인들의 건강정보 원은 매개적 정보원, 온라인 정보원, 1차 집단 정보원, 전문의료 정보원 등 4가지 유형이 도 출되었다. 유형별 정보원의 이용수준에, 성, 연령은 물론 정보화 교육 여부가 영향을 미쳤으 며, 특히 만성질환 수를 포함한 건강상태 변인이 정보원의 선택에 유의미한 영향을 미치고 있었다. 노인들의 4가지 건강정보원 이용이 3가지 건강증진 행동, 즉 체력증진 활동, 일상관 리 및 스트레스 관리 활동, 그리고 건강 책임 활동에 미치는 영향을 확인할 결과 모두 유의 미한 것으로 나타났다. 특히 1차 집단 정보원 이용이 건강증진 행동의 증가와 관련성이 높 게 나타났다. 이 연구 결과는 노인을 대상으로 하는 헬스 커뮤니케이션 활동에서 정보원선 택을 위한 이론적, 실무적 함의를 제공한다.

Brand Equity and Purchase Intention in Fashion Products:A Cross-Cultural Study in Asia and Europe

김경훈,고은주,Graham Hooley,Nick Lee,이동해,정홍섭,전병주,문학일 한국마케팅과학회 2008 마케팅과학연구 Vol.18 No.4

Brand equity is one of the most important concepts in business practice as well as in academic research. Successful brands can allow marketers to gain competitive advantage (Lassar et al.,1995), including the opportunity for successful extensions, resilience against competitors' promotional pressures, and the ability to create barriers to competitive entry (Farquhar, 1989). Branding plays a special role in service firms because strong brands increase trust in intangible products (Berry, 2000), enabling customers to better visualize and understand them. They reduce customers' perceived monetary, social, and safety risks in buying services, which are obstacles to evaluating a service correctly before purchase. Also, a high level of brand equity increases consumer satisfaction, repurchasing intent, and degree of loyalty. Brand equity can be considered as a mixture that includes both financial assets and relationships. Actually, brand equity can be viewed as the value added to the product (Keller, 1993), or the perceived value of the product in consumers' minds. Mahajan et al. (1990) claim that customer-based brand equity can be measured by the level of consumers' perceptions. Several researchers discuss brand equity based on two dimensions: consumer perception and consumer behavior. Aaker (1991) suggests measuring brand equity through price premium, loyalty, perceived quality, and brand associations. Viewing brand equity as the consumer's behavior toward a brand, Keller (1993) proposes similar dimensions: brand awareness and brand knowledge. Thus, past studies tend to identify brand equity as a multidimensional construct consisted of brand loyalty, brand awareness, brand knowledge, customer satisfaction, perceived equity, brand associations, and other proprietary assets (Aaker, 1991, 1996; Blackston, 1995; Cobb-Walgren et al., 1995; Na, 1995). Other studies tend to regard brand equity and other brand assets, such as brand knowledge, brand awareness, brand image, brand loyalty, perceived quality, and so on, as independent but related constructs (Keller, 1993; Kirmani and Zeithaml, 1993). Walters(1978) defined information search as, "A psychological or physical action a consumer takes in order to acquire information about a product or store." But, each consumer has different methods for informationsearch. There are two methods of information search, internal and external search. Internal search is, "Search of information already saved in the memory of the individual consumer"(Engel, Blackwell, 1982) which is, "memory of a previous purchase experience or information from a previous search."(Beales, Mazis, Salop, and Staelin, 1981). External search is "A completely voluntary decision made in order to obtain new information"(Engel & Blackwell, 1982) which is, "Actions of a consumer to acquire necessary information by such methods as intentionally exposing oneself to advertisements, taking to friends or family or visiting a store."(Beales, Mazis, Salop, and Staelin, 1981). There are many sources for consumers’ information search including advertisement sources such as the internet, radio, television, newspapers and magazines, information supplied by businesses such as sales people, packaging and in-store information, consumer sources such as family, friends and colleagues, and mass media sources such as consumer protection agencies, government agencies and mass media sources. Understanding consumers' purchasing behavior is a key factor of a firm to attract and retain customers and improving the firm's prospects for survival and growth, and enhancing shareholder’s value. Therefore, marketers should understand consumer as individual and market segment. One theory of consumer behavior supports the belief that individuals are rational. Individuals think and move through stages when making a purchase decision. This means that rational thinkers have led to the identification of a consumer buying decision process. This decision... Brand equity is one of the most important concepts in business practice as well as in academic research. Successful brands can allow marketers to gain competitive advantage (Lassar et al.,1995), including the opportunity for successful extensions, resilience against competitors' promotional pressures, and the ability to create barriers to competitive entry (Farquhar, 1989). Branding plays a special role in service firms because strong brands increase trust in intangible products (Berry, 2000), enabling customers to better visualize and understand them. They reduce customers' perceived monetary, social, and safety risks in buying services, which are obstacles to evaluating a service correctly before purchase. Also, a high level of brand equity increases consumer satisfaction, repurchasing intent, and degree of loyalty. Brand equity can be considered as a mixture that includes both financial assets and relationships. Actually, brand equity can be viewed as the value added to the product (Keller, 1993), or the perceived value of the product in consumers' minds. Mahajan et al. (1990) claim that customer-based brand equity can be measured by the level of consumers' perceptions. Several researchers discuss brand equity based on two dimensions: consumer perception and consumer behavior. Aaker (1991) suggests measuring brand equity through price premium, loyalty, perceived quality, and brand associations. Viewing brand equity as the consumer's behavior toward a brand, Keller (1993) proposes similar dimensions: brand awareness and brand knowledge. Thus, past studies tend to identify brand equity as a multidimensional construct consisted of brand loyalty, brand awareness, brand knowledge, customer satisfaction, perceived equity, brand associations, and other proprietary assets (Aaker, 1991, 1996; Blackston, 1995; Cobb-Walgren et al., 1995; Na, 1995). Other studies tend to regard brand equity and other brand assets, such as brand knowledge, brand awareness, brand image, brand loyalty, perceived quality, and so on, as independent but related constructs (Keller, 1993; Kirmani and Zeithaml, 1993). Walters(1978) defined information search as, "A psychological or physical action a consumer takes in order to acquire information about a product or store." But, each consumer has different methods for informationsearch. There are two methods of information search, internal and external search. Internal search is, "Search of information already saved in the memory of the individual consumer"(Engel, Blackwell, 1982) which is, "memory of a previous purchase experience or information from a previous search."(Beales, Mazis, Salop, and Staelin, 1981). External search is "A completely voluntary decision made in order to obtain new information"(Engel & Blackwell, 1982) which is, "Actions of a consumer to acquire necessary information by such methods as intentionally exposing oneself to advertisements, taking to friends or family or visiting a store."(Beales, Mazis, Salop, and Staelin, 1981). There are many sources for consumers’ information search including advertisement sources such as the internet, radio, television, newspapers and magazines, information supplied by businesses such as sales people, packaging and in-store information, consumer sources such as family, friends and colleagues, and mass media sources such as consumer protection agencies, government agencies and mass media sources. Understanding consumers' purchasing behavior is a key factor of a firm to attract and retain customers and improving the firm's prospects for survival and growth, and enhancing shareholder’s value. Therefore, marketers should understand consumer as individual and market segment. One theory of consumer behavior supports the belief that individuals are rational. Individuals think and move through stages when making a purchase decision. This means that rational thinkers have led to the identification of a consumer buying decision process. This decision pro...

정보원천별 탐색노력의 선행요인 및 그 성과와 만족에 관한 연구

이동진,최낙환,전월순 대한경영학회 2003 大韓經營學會誌 Vol.16 No.1

Many studies have focused on the factors which influence on the quantity of information search, but this study focused on the difference of information source because the degree of information search outcome and search satisfaction will be different when using different information source. This study classified the information source into personal source and impersonal source, and found that the attitude toward personal search, interdependent self, personal search cost and consensus information interest have influence on the personal information search effort, and attitude toward impersonal search, impersonal search cost and attribute information interest have influence on the impersonal information search effort, but the independent self has not influence on the impersonal information search effort. Also, the study suggests that the personal information search effort has direct influence on the search outcome and the search satisfaction, and impersonal information search effort also has direct influence on the search outcome, but has influence on the search satisfaction indirectly through search outcome as mediator.2) In this research the result suggests that the information deliver must take care the difference of information source when they transmit the information because the degree of information search outcome and search satisfaction will be different when using different information source.

의사의 처방에 영향을 미치는 의약품 정보원에 관한 연구

朴실비아,文玉綸 서울大學校保健大學院 1994 國民保健硏究所硏究論叢 Vol.4 No.1

This study has intended to investigate drug information sources which influence physician's prescriptions and to examine how the information sources are related to the physician's characteristic and how often they use them. The ultimate purpose of this study is to help seeks the ways of improving the quality of physician's prescriptions. The subjects of the survey are 262 medical practitioners composed of general practitoners, internists, family practitioners, and pediatricians. While physicians have got drug information mostly from medical journals, they have got most information on new drugs from pharmaceutical companies. Drug information sources can be classified into two groups : professional sources and commercial sources. The study reveals that physicians have obtained more drug information from professional sources than commercial. However, on new drugs the reverse has been true. That is to obtain more information on new drugs from commercial sources. The commercial sources like pharmaceutical company proved to be the most influential source for physicians to adopt new drugs both at the stage of awareness and adoption. In many cases, the most influential source was the same both at the awareness stage and adoption stage. Physicians in general, are not satisfied with the given amount of drug information. For example, 79% of the study respondents complained of shortage of drug information and 84% pointed out that information on side effects and/or drug interactions are the most deficient. Therefore a drug information system needs to be improved for helping physicians getting sufficient and impartial drug information for their prescriptions of superior quality.

In Whom Do Cancer Survivors Trust Online and Offline?

Shahrokni, Armin,Mahmoudzadeh, Sanam,Lu, Bryan Tran Asian Pacific Journal of Cancer Prevention 2014 Asian Pacific journal of cancer prevention Vol.15 No.15

Background: In order to design effective educational intervention for cancer survivors, it is necessary to identify most-trusted sources for health-related information and the amount of attention paid to each source. Objective: The objective of our study was to explore the sources of health information used by cancer survivors according to their access to the internet and levels of trust in and attention to those information sources. Materials and Methods: We analyzed sources of health information among cancer survivors using selected questions adapted from the 2012 Health Information National Trends Survey (HINTS). Results: Of 357 participants, 239 (67%) had internet access (online survivors) while 118 (33%) did not (offline survivors). Online survivors were younger (p<0.001), more educated (p<0.001), more non-Hispanic whites (p<0.001), had higher income (p<0.001), had more populated households (p<0.001) and better quality of life (p<0.001) compared to offline survivors. Prevalence of some disabilities was higher among offline survivors including serious difficulties with walking or climbing stairs (p<0.001), being blind or having severe visual impairment (p=0.001), problems with making decisions (p<0.001), doing errands alone (p=0.001) and dressing or bathing (p=0.001). After adjusting for socio-demographic status, cancer survivors who were non-Hispanic whites (OR= 3.49, p<0.01), younger (OR=4.10, p<0.01), more educated (OR= 2.29, p=0.02), with greater income (OR=4.43, p<0.01), and with very good to excellent quality of life (OR=2.60, p=0.01) had higher probability of having access to the internet, while those living in Midwest were less likely to have access (OR= 0.177, p<0.01). Doctors (95.5%) were the most and radio (27.8%) was the least trusted health related information source among all cancer survivors. Online survivors trusted internet much more compared to those without access (p<0.001) while offline cancer survivors trusted health-related information from religious groups and radio more than those with internet access (p<0.001 and p=0.008). Cancer survivors paid the most attention to health information on newsletters (63.8%) and internet (60.2%) and the least to radio (19.6%). More online survivors paid attention to internet than those without access (68.5% vs 39.1%, p<0.001) while more offline survivors paid attention to radio compared to those with access (26.8% vs 16.5%, p=0.03). Conclusions: Our findings emphasize the importance of improving the access and empowering the different sources of information. Considering that the internet and web technologies are continuing to develop, more attention should be paid to improve access to the internet, provide guidance and maintain the quality of accredited health information websites. Those without internet access should continue to receive health-related information via their most trusted sources.

정치기사 익명 취재원 표기 관행 : 미국 뉴욕타임스와 한국 주요 일간지 비교 연구

이나연(Na Yeon Lee),김창숙(Changsook Kim),김지현(Jeehyun Kim) 한국언론학회 2021 한국언론학보 Vol.65 No.3

The purpose of the current study is to examine the problems of Korean newspapers’ writing practices and to seek improvements by comparing the journalism practice of using anonymous news sources in the political news coverage in Korean newspapers with that of the New York Times. Scholars in journalism research point out that anonymous sources should only be used in inevitable cases, and by providing as much information as possible about the anonymous sources. Based on the guidelines, this study analyzed information on anonymous sources by determining (1) whether the article provides the reason why the news source was not disclosed, (2) whether news articles provide enough information about the identity of anonymous sources so that news users can trust the news coverage. Also examined were the terms used to describe anonymous sources in the Korean newspapers. By conducting a content analysis of 1088 cases, including 975 political articles in six major Korean newspapers and 113 political articles in the New York Times, we found that (1) 499 (45.9%) articles cited anonymous sources, within which appeared 925 anonymous sources; (2) 798 anonymous sources appeared in the Korean newspapers, out of which only 10 cases (1.3%) revealed the reason for the use of anonymous sources, whereas the New York Times accounted for 127 anonymous sources, out of which 10 cases (7.9%) offered reasons for anonymity; and (3) the difference in the number of articles providing information on the anonymous sources was statistically significant: 60 cases (7.5%) in Korea and 48 cases (37.8%) in the New York Times. The most frequently used notation for anonymous sources in the Korean news articles was the official, which was used to describe 364 anonymous sources.

금융상품의 온라인 정보원에 대한 유용성 평가

양덕순(Yang, Deok Soon) 한국소비문화학회 2019 소비문화연구 Vol.22 No.2

이 연구는 정기 예․적금상품, 펀드상품, 보험상품을 판매하는 금융회사의 정보제공 PC사이트와 스마트폰 앱두 종류의 정보원에 대한 유용성 수준 및 관련 요인을 파악하고자 하였다. 연구방법은 문헌고찰과 설문조사이다. 연구결과를 요약하면 다음과 같다. 첫째, 정기 예․적금상품, 펀드상품, 보험상품에 대한 PC사이트와 스마트폰 앱 정보원의 유용성 평가 결과 전반적인 유용성 수준은 중간점을 약간 상회하는 ‘보통’ 수준으로 나타났다. 둘째, 정기 예․적금상품과 펀드상품의 경우 PC사이트 정보원의 유용성이 가장 낮았으며, 보험상품의 경우 정보원에 따른 유용성 평가에서 차이는 없었 다. 정기 예․적금상품의 경우 PC사이트 유용성이 직원상담 유용성 보다 낮았으며, 펀드상품의 경우 PC사이트와 스마트폰 앱 간 유용성 평가는 차이가 없었으며, PC사이트와 스마트폰 앱의 두 정보원 모두 직원상담 정보원의 유용성 보다는 낮았다. 셋째, 정기 예․적금상품, 펀드상품, 보험상품 모두에서 직원상담 보다 PC사이트와 스마트폰 앱에 대한 유용성 평가 점수가 ‘정보의 접근성’, ‘정보의 선별성’, ‘정보의 충분성’ 항목에서 유의하게 낮게 나타났다. 넷째, 사회인구학적 및 사회경제적 변수는 정보원에 따른 유용성 평가 점수에서 차이가 없었으나, 금융상품 관련 몇몇 변수는 정보원에 따른 유용성 평가 점수에 차이가 존재하였다. 예를 들어 정기 예․적금상품의세 정보원에서 공통되게 유용성 평가에서 차이를 보이는 변수는 정기 예․적금상품에 대한 지식수준, 보유 정기 예․적금상품 만족도, 정기 예․적금상품 가입시 자율결정정도, 정기 예․적금상품 소비에 대한 자신감, 금융상 품전반에 대한 주관적 지식수준이었다. 이상의 결과를 기초로 금융소비자들이 금융회사의 PC사이트나 스마트폰 앱 정보원을 유용하게 활용할 수 있도록 직접적인 소비자교육을 실시하거나 교육자료를 개발하여 인터넷 사이트에 게재하여 제공할 필요가 있으며, 아울러 어떤 평범한 소비자가 이용하더라도 쉽게 접근하고 이해하며 알고 싶은 정보를 충분히 제공받을 수 있도록 소비자 눈높이에 맞는 정보원의 유용성 제고를 위한 기업의 노력 및 정책적 지원이 필요함을 제안하였다. The purpose of this study is to evaluate the utility of financial company online information sources. In other words, the study evaluates at consumers level if the representative information source internet sites provide information in plain forms or words and if the information is reliable and accessible, and consumer-oriented. And the study identifies the influence factors that affect these evaluations. Research methods included surveys. The financial products subject to the survey are mainly savings accounts, fund products, and insurance products. it investigated internet sites in two categories, namely, a PC site and a smartphone application. First, consumers evaluation scores on the usefulness of nine information sources, namely three fixed deposits or fixed installment savings accounts, fund products and insurance products each, were 3.19 〜 3.51 out of 5 points, relatively low level. The usefulness of the online(PC site, smartphone application) was lower than the staff counseling and received relatively high scores in the reliable and updated informations. All of the three financial products received the lowest rating in easiness of terms and reflecting consumers information needs. Therefore, the information on the Internet sites needs to be presented in easy terms and structured in the way that consumers can find all the information they want. And this should be reflected in the information policy and consumer education plans for financial products. Second, the socio-demographic and economic variables of financial consumers did not have a significant effect on the evaluation of information usefulness. This suggests that the financial institutions should seek innovative plan of providing informations that provide informations in simple terms and based on information that consumers want. In a society where computer use is commonplace, the internet sites of financial companies must fulfill their role as important information sources.

온라인 정보원의 인지적 권위에 대한 인식이 정보의 품질 평가에 미치는 영향

이창호,이용정 한국비블리아학회 2019 한국비블리아학회지 Vol.30 No.4

Due to the fact that cognitive authority influences an individual's thoughts so that a given information is perceived as appropriate, people evaluate information based on their cognitive authority. The purpose of the present study is to examine the perception of the cognitive authority of online information sources used by college students to carry out their academic tasks, and to determine whether such perceptions affect the quality assessment of information sources, such as webpages, e-journals, and Wikipedia,. Specifically, we measured how cognitive authority, which were formed by the author, the surface, and the content of an information source influenced its accuracy, usefulness, completeness, and expertise. For this purpose, online surveys were conducted with college students, and 172 valid responses were obtained. Findings indicated that all the characteristics that formed the cognitive authority of an information source had significant impacts on its accuracy, usefulness, completeness, and expertise. The study suggests academic implications that confirm the associations between cognitive authority and credibility of information in the context of online information sources. Furthermore, the study provides practical implications that system developers or operators of information sources need to consider diverse factors that affect their cognitive authority to promote users' trust on the information that they deliver. 인지적 권위는 주어진 정보가 적절하다고 인식하도록 개인의 생각에 영향을 미치기 때문에, 사람들은 자신의 인지적 권위를 기반으로 정보를 평가한다. 본 연구에서는 대학생들이 학업 과제를 수행하기 위해 이용하는 온라인 정보원의 인지적 권위에 대한 인식을 알아보고, 그러한 인식이 웹 페이지, 전자저널, 위키피디아와 같은 정보원의 품질 평가에 영향을 미치는지 알아보고자 한다. 구체적으로, 각 정보원의 저자의 특성, 표면적 특성, 그리고 내용의 특성으로 인한 인지적 권위가 정보의 정확성, 유용성, 완전성, 그리고 전문성을 평가하는 데 미치는 영향을 측정하였다. 이를 위해 대학생들을 대상으로 온라인 설문조사를 실시하였으며, 172개의 유효한 응답을 얻었다. 연구 결과, 정보원의 인지적 권위를 구성하는 모든 특성들이 정보의 정확성, 유용성, 완전성, 그리고 전문성 평가에 유의한 영향을 미치는 것으로 나타났다. 본 연구는 인지적 권위와 정보의 신뢰성의 관계를 온라인 정보원의 맥락에서 확인한 점에서 학문적 의의가 있으며, 정보원에서 제공하는 정보의 품질에 대한 이용자의 신뢰를 얻기 위해서는 시스템 개발자나 정보원 운영자들이 인지적 권위를 형성하는 다양한 요인들을 고려해야 한다는 실질적 함의를 제시한다.

멀티채널 환경에서 소비자는 어떻게 정보를 탐색하는가?: 선호하는 정보원천에 따른 소비자 유형화와 관련 요인

최아영 ( A Young Choi ),나종연 ( Jong Youn Rha ) 한국소비자학회 2012 소비자학연구 Vol.23 No.2

소비자들이 정보를 얻을 수 있는 정보채널이 다양해짐에 따라, 소비자의 정보탐색행동 또한 다양한 양상을 보이 고 있다. 이러한 맥락에서 온라인 커뮤니티와 블로그, SNS 등 새로운 형태의 온라인 정보채널과 오프라인 매장 등 기존의 정보채널을 소비자들이 어떻게 조합하여 사용하는지에 대한 연구가 필요하다. 또한 기존의 연구들에서 사용 되던 정보원천의 분류기준이 현 상황에 적합한지 여부도 재고되어야 한다. 이에 본 연구에서는 소비자들의 전반적 인 정보탐색 현황을 살펴보고, 소비자들의 정보탐색행동을 기준으로 소비자유형화를 실시하였다. 그리고 각 소비자 유형에 따라 정보탐색행동을 차별화하도록 하는 요인들을 파악하고자 하였다. 본 연구의 결과를 요약하면 다음과 같다. 첫째, 온라인 소비자들은 온라인과 오프라인 정보채널을 넘나들며 다양 한 정보를 탐색하고 있었다. 소비자들은 온라인 정보원천을 보편적으로 활용하고 있었으며, 그 중 구매가 이뤄지는 온라인쇼핑몰에 게시된 정보의 이용비율이 가장 높았다. 둘째, 소비자들의 정보탐색행동에 기반하여 소비자유형화를 실시한 결과, 소비자들은 ``다양한 정보 선호자``, ``객관적 정보 선호자``, ``대인적 정보 선호자``, ``집약적 정보 선호자``, ``오프라인 정보 선호자`` 등 총 다섯 유형으로 분류되었다. 각각의 소비자 집단은 정보탐색량과 활용한 정보원천의 종 류와 분포에서 차이를 보였는데, 이는 곧 소비자의 정보탐색행동은 ``얼마나 많은 정보원천을 활용하여 정보를 획득 하는가?``와 ``어떠한 정보원을 활용하였는가?`` 등 두 층위에서 고려되어야 함을 의미하는 결과였다. 마지막으로 소비 자의 정보탐색행동에 영향을 미치는 요인에 따라 정보탐색량과 주로 활용하는 정보원천이 달라졌다. 우선 소비자의 전체적인 정보탐색량은 소비자의 정보탐색성향과 쇼핑무관심성, 쾌락지향성 등에 의해 결정되었으며, 어떤 정보원천을 위주로 탐색하는지는 성별과 연령 등 사회인구학적인 변수들과 어떤 상품을 구매하였는지가 주요한 요인들로 나타났다. 본 연구의 결과를 토대로 소비자와 소비자의 정보탐색행동에 대한 이해의 폭을 넓힐 수 있으며, 소비자정보 와 관련한 커뮤니케이션 방식에 대한 시사점을 도출할 수 있었다. Recently, businesses face new challenges of internet which has been discussed to have potential as a medium for extending the range of consumers` information sources. Via the newly introduced media such as blogs, SNS businesses are trying to interact market and its consumer. For example food company ``Pulmuone`` runs a blog. It is not only for a publicizing and promoting its brand or for e-commerce, but also for interact with consumers. Specifically it focuses consumergenerated information, how its products are used in the context of consumption. Official company blogs when first introduced, were only used as a marketer-driven consumer information source, but now we can easily find consumer-generated information. Moreover even individual consumer blogs posted recommendations and product reviews in a form ``a consumer`s view`` sometimes that are the result of featured or sponsored. For instance, one of ``power bloggers`` imposed a fine for not clarifying corporate sponsorship in 2011. As such the distinctive line that separated marketer-driven information source from consumer- generated information source is now blurred. These kind of mixed status makes consumer confused. Even though the typology of information sources are becoming more complex, most of the studies did not consider consumers` information search behavior in various information channel environment. Moreover previous studies applied the outdated framework for categorizing information sources: market-driven information sources, neutral information sources, consumer generated information sources. In early 2000`s, there was a discussion about the classification of consumer information source within internet era, but the discussion was limited to the internet as a platform, and thus focus was placed on offline or online. The framework for analyzing consumer information sources currently used does not guarantee adequacy in the present market environment, since it lacks considerations for unique traits and benefits of various information channels. Thus, it is necessary to explore consumers` information search behavior with an advanced approach. It is important to understand how individuals perceive the range of information channels available to them and how those perceptions affect their use of different types of sources. These attempts enable us to draw the new standards for consumers` information sources. This study investigates consumers` use of new and traditional information sources, and identify new typology of consumers based on their choice of information channels. The major findings of this study are as follows. First, our results show that the distinction of online consumers and offline consumers may no longer be useful, since most consumers were found to use both channels. Respondents tended to use online information sources more than offline sources, and online shoppingmall was found to be the most preferred information channel. Second, consumers were a classified into 5 clusters; ``heavy searchers``, ``objective information searchers``, ``interpersonal information searchers``, ``infomediary searchers``, ``offline information searchers``. Each consumer segments were significantly different from the amount of information search and sources or patterns of information search. ``Heavy searchers`` are trying to find extensive information over diverse information sources except for offline channel based information. ``Objective information searchers`` are also heavy information users like ``heavy searchers``, but they favor price comparison site and articles. ``Interpersonal information searchers`` highly rely on interpersonal sources such as online communities, families and friends. ``infomediary searchers`` contain the largest number of individuals who do not utilize information except for detailed information that are posted by online shopping mall. ``Offline information searchers`` are consisted with whom trust offline channel so that they can confirm the products. Third, multinomial-logit analysis was conducted to explore the impact of the consumers` demographic variables, purchased goods, and consumers` shopping propensity, on consumers use of information channels. Total amount of information search was impacted by consumers` information seeking propensity, shopping indifference, and their hedonic value. Which information source were selected and used for the consumers` decision making, were largely depended on consumers` gender, age and the purchased goods. The results of this study will provide significant insights for the effective communication strategies for the consumer information providers such as marketers and the governors.

의료관광의 위험지각, 의료관광정보, 향후참가의도의 영향관계연구

유명희 ( Myeong Hee Yoo ) 한국사진지리학회 2011 한국사진지리학회지 Vol.21 No.3

본 연구는 의료관광의 위험지각과 의료관광정보 원천 및 유형 그리고 향후이용의도의 영향관계를 파악하기 위해 실시되었다. 잠재의료관광객들을 대상으로 조사한 자료의 요인분석을 통해 의료관광의 위험지각은 가치손실위험, 기능적 위험, 사회적 위험으로 보았고, 의료관광정보 원천은 중립적 원천, 비상업적 원천, 상업적 원천으로 보았으며, 의료관광정보유형은 편의정보, 위락경험정보, 사회정보, 기술정보, 계약정보로 보았다. 잠재의료관광객들을 대상으로 조사한 자료의 회귀분석 결과, 의료관광의 위험지각요인 중 가치손실 위험지각요인과 기능적 위험지각요인은 의료관광정보 원천에 영향을 미치는 것으로 분석되었으며, 사회적 위험지각요인은 의료관광정보 원천에 영향을 미치지 않는 것으로 분석되었다. 또한 각각 3가지의 요인들로 구성된 의료관광의 위험지각요인들과 의료관광정보원천요인들은 모두 의료관광정보 유형과 영향관계가 있는 것으로 나타났다. 그리고 의료관광정보원천의 3가지 요인과 의료관광정보 유형 중 편의정보를 제외한 4가지 요인(위락경험정보, 사회정보, 기술정보, 계약정보)이 향후 참가의도에 영향을 미치는 것으로 분석되었다. 의료관광객을 유치하기 위해서는 의료관광의 위험지각을 파악하고 이를 해결하는 것이 중요한데, 이 중 하나가 의료관광정보를 활용하는 것이다. 따라서 중앙정부 및 지방자치단체들은 철저한 의료관광정보파악 및 전달을 통해 의료관광목적지 이미지를 창출하고 홍보 및 광고해야 할 것이다. This study aimed to explore that Risk Perception of Medical Tourism has affected the Types and Sources of Medical Tourism Information and intention of Participation. As the result of factor analysis and regression analysis, it was found that two factors(Value Loss Risk Perception, Functional Risk Perception except for Social Risk Perception) in Risk Perception of Medical Tourism have affected Sources of Medical Tourism Information. And three factors in Risk Perception of Medical Tourism have affected the Types of Medical Tourism Information. Also three factors(Neutral Sources, Non-commercial Sources, Commercial Sources) in Sources of Medical Tourism Information have affected the Types of Medical Tourism Information. Then Each three factors and four factors(Technical, Recreational, Contract, Social Information except for Convenient Information) in Sources and Types of Medical Tourism Information have affected Intention of Participation. So it is important to have interests in not only finding Risk Perception of Medical Tourism but also developing the Sources and Types of Medical Tourism Information. The central & local governments serve Medical Tourism information as one of the means of inducement of Medical tourists.