Journal of the Korean Dietetic Association (대한영양사협회학술지)

The Korean Dietetic Association (대한영양사협회)
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A Study on Usage of Health Improving Agents in Seoul & Busan

대도시 지역 성인의 건강증진제 이용행태에 관한 연구

  • Park, Seong-Cheol (Department of Mass Communications, Sogang University) ;
  • O, Mi-Yeong (Department of Advertising & Public Relations, Silla University) ;
  • Kim, Hak-Su (Department of Mass Communications, Sogang University)
  • 박성철 (서강대학교 신문방송학과) ;
  • 오미영 (신라대학교 광고홍보학과) ;
  • 김학수 (서강대학교 신문방송학과)
  • Published : 2005.11.02
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Abstract

This study explores some basic issues behind adults' seeking and using patterns of alternative medicine as well as health food (health food/medicine). In order to do this, 791 adult participants in Seoul and Busan were interviewed face-to-face. The results of the survey showed that 1) interpersonal influence was the most influential factor in relation to the adoption of health food/medicine(46.9% of the participants reported on the influences), 2) keeping healthy was the main motivation for the usage of health food/medicine(34.5% of the participants), 3) mass media was the important information source for health food/medicine, 4) with regard to trustworthiness of information sources, experts were believed to be the most trustworthy while information from acquaintances were thought less, and finally, 5) pharmacies and health food stores were main suppliers of health food/medicine. This study suggests some marketing strategies for health food/medicine. For example, it can be suggested that interpersonal communication among other information channels should be focused and might be increased trust by using professionals.

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