전문성과 네트워크 강조 메시지가 병원 광고 태도 및 선택에 미치는 영향 - 조절 초점이론을 중심으로

The objective of this paper is to find out how expert-related and network-related message influence on advertising evaluation and hospital visiting intention based on the regulatory focus theory. An empirical study is to analyze group difference among advertising and hospital attitude. Data were collected from university students. the results of this study indicate positive expert-related message and promotion message. This study showed higher advertising attitude when message is promotion and expert-related message (versus prevention and network-related message). Finally, higher visiting intention showed in expert-related message condition than in network-related message condition.