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Siva Muthaly,하홍열,Jing Ping Yeo,김남윤 한국외국어대학교 국제지역연구센터 2009 International Area Studies Review Vol.12 No.2
As consumer beliefs about direct-to-consumer (“DTC’) advertising vary, two different types of beliefs (beliefs about DTC advertising and beliefs about quality of treatment) are associated with how consumers’ beliefs affect behavioral intentions. The authors also consider how consumers’ judgments of DTC advertising of prescription drugs vary with different levels of credibility. Taking a moderating effect perspective on the consumer beliefs-behavioral intentions formation, the authors theorize that the lower level of credibility is a key element in facilitating consumer activity. Data from Singaporean had been used to test a proposed model. The findings show that the effect of beliefs about quality of prescription drugs advertised on behavioral intention is more powerful than the effect of beliefs about DTC advertising. The interaction effects suggest that at a lower level of credibility on DTC advertising, consumers are likely to discuss this matter with their doctors to increase their confidence.