The Influence of Product Knowledge and Involvement on The Effect of Prescription Medication Advertising

• Main Authors: Shih-Ping Sun, 孫詩蘋
• Other Authors: Ming-Chang Huang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/3p572u

碩士 === 靜宜大學 === 企業管理研究所 === 93 === The Influence of Product Knowledge and Involvement on The Effect of Prescription Medication Advertising Advisor：Ming-Chang Huang and Yi-Chia Chiu Student：Shih-Ping Sun ABSTRACT While currently only the USA and New Zealand permit direct-to-consumer promotion of prescription drugs, several countries permit promotional activity focusing on specific medical conditions rather than identified branded medications or a curative effect. This study addresses the question of the effect of prescription medication advertising in Republic of China. The purpose of this research is to examine the influence of product knowledge and involvement on the effect of prescription medication advertising. An experiment with a 2(product knowledge: high vs. low) ×2(involvement: high vs. low) between-subject factorial design was used to test the advertising effect (awareness and attitude) of prescription medication advertising. Participants used in this study were undergraduate students who enroll in 8 midland universities in Taiwan. We obtained 449 valid samples and used logistic regression model and analysis of variance. The results show that the higher product knowledge participants have more awareness of the advertising than the lower product knowledge participants. Moreover, the higher involvement participants have more awareness of the advertising than the lower involvement participants. Regarding the attitude toward the prescription medication advertising, the higher involvement participants are more positive than the lower involvement participants.