An Soontae
A.Q. Miller School of Journalism and Mass Communications, Kansas State University, Manhattan, Kansas 66506, USA.
J Health Commun. 2007 Sep;12(6):567-80. doi: 10.1080/10810730701508633.
This study examined how consumers' general attitude toward direct-to-consumer advertising (DTCA) influenced their drug inquiry intent, and whether the relationship between attitude toward DTCA and drug inquiry intent was moderated by their perceived knowledge of health and medicine. Results showed that those with favorable views of DTCA were more likely to inquire and request an advertised drug they saw. The effect was greater in magnitude for consumers with high perceived knowledge in health and medicine, however, than for those with low perceived knowledge.
本研究考察了消费者对直接面向消费者的广告（DTCA）的总体态度如何影响他们的药品询问意图，以及对DTCA的态度与药品询问意图之间的关系是否会受到他们对健康和医学的感知知识的调节。结果表明，对DTCA持正面看法的人更有可能询问并索要他们看到的广告药品。然而，对于健康和医学方面感知知识较高的消费者来说，这种影响的程度比对感知知识较低的消费者更大。
