다이어트 맥락에서 양약과 한약 선택에 미치는 영향요인에 관한 연구

다국어 초록 (Multilingual Abstract)

This study investigated which motivation factors influenced on choice of oriental medicine and western medicine. Different from previous studies, we focused on the effect of goal levels (high vs. low) and goal distance rather than goal progress levels. Also, we postulate that the implementation intentions play an essential moderating role in relationship between goal level and distance and the choice of medicine type.
We conducted two studies to support our hypothesis. First, consumer preference for the oriental medicine and western medicine was affected by implementation intentions. According to the results of study 1, when the goal level was low, participants prefer oriental medicine to western medicine regardless of the levels of implementation intentions. But, when the goal level was high, the choice ratio of western medicine increased among the participants with low implementation intentions.
Also, study 2 revealed that participants more chose the oriental medicine(vs. western medicine) regardless of the levels of implementation intentions when goal distance was far. But, when goal distance was near, participants with low implementation intentions prefer western medicine to oriental medicine.

참고문헌 (Reference)

1 "한국여성, 약물 다이어트로 병든다"

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3 김소연, "의료소비자의 건강 라이프스타일 유형에 따른 온라인 정보탐색에 관한 연구" 한국소비문화학회 15 (15): 75-97, 2012

4 "비만도 고려 없이 무차별 다이어트약 처방…처방은 의사 재량?"

5 "다이어트, 한방다이어트로 현명하게 시작하자"

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35 "99%여성은 단기간 다이어트를 원한다"