An Empirical Analysis of the Public's Attitudes Toward Advertising Hospital Services: A Comparative Cross-Sectional Study
An Empirical Analysis of the Public's Attitudes Toward Advertising Hospital Services: A Comparative Cross-Sectional Study
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公众对医院服务广告态度的实证分析：比较横断面研究
DOI：
10.1080/07359683.2013.847334
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发表时间：
2014
影响因子：
--
通讯作者：
Gordon L. Freeman
中科院分区：
文献类型：
--
作者：
H. R. Moser;Gordon L. Freeman
本研究调查了目前人们对医院广告的看法，并将其与25年前的态度进行了比较。它重复了1985年的一项调查，使用相同的问卷和人口来纵向比较反应。该研究表明，公众对医院广告的看法发生了一些变化。虽然医院的形象仍然是正面的，但大多数2010年的受访者对医院是否适合做广告的看法相当复杂。该研究还证实，对公众来说，医院的服务质量和声誉仍然比价格更重要。
This study investigates current opinions about hospital advertising and compares them to the attitudes expressed 25 years ago. It replicates a survey done in 1985, using the same questionnaire and population to compare responses longitudinally. The study indicates some changes in the public's opinions of hospital advertising. Although the image of hospitals remains positive, most of the 2010 respondents’ opinions were rather mixed regarding whether it is proper for hospitals to advertise. The study also confirmed that the quality of service and reputation of hospitals remain more important to the public than price.