DeLorme Denise E, Huh Jisu, Reid Leonard N
Nicholson School of Communication, University of Central Florida, Orlando, Florida 32816-1344, USA.
Health Mark Q. 2009;26(4):293-314. doi: 10.1080/07359680903304278.
This study investigates advertising skepticism in the context of consumers' prescription drug information seeking behavior. Results of a telephone survey found that: (a) the overall level of direct-to-consumer advertising (DTCA) skepticism among consumers was neutral; (b) DTCA skepticism was unrelated to age, positively related to education and income, and varied by race; (c) however, when all the antecedent variables were considered concurrently, only education emerged as a significant predictor (consumers with higher education were more skeptical of DTCA); (d) DTCA skepticism was not significantly related to perceived importance of prescription drug information; (e) DTCA skepticism was not associated with use of advertising and interpersonal sources of prescription drug information; and (f) DTCA skepticism was negatively related to perceived usefulness of advertising sources but unrelated to perceived usefulness of professional interpersonal sources (i.e., physicians and pharmacists). The article concludes with a discussion of findings and directions for future research.
本研究在消费者处方药信息寻求行为的背景下调查广告怀疑态度。一项电话调查的结果发现：（a）消费者对直接面向消费者的广告（DTCA）的总体怀疑水平呈中性；（b）对DTCA的怀疑与年龄无关，与教育程度和收入呈正相关，且因种族而异；（c）然而，当同时考虑所有先行变量时，只有教育程度成为一个显著的预测因素（受教育程度较高的消费者对DTCA更持怀疑态度）；（d）对DTCA的怀疑与处方药信息的感知重要性没有显著关系；（e）对DTCA的怀疑与广告及处方药信息人际来源的使用无关；（f）对DTCA的怀疑与广告来源的感知有用性呈负相关，但与专业人际来源（即医生和药剂师）的感知有用性无关。文章最后对研究结果和未来研究方向进行了讨论。
