양.한방 의료서비스 이용환자의 시장 세분화에 관한 연구

이선희; 조희숙; 최은영; 최귀선; 채유미

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자료유형: 학술저널

저자정보: 이선희 (이화여자대학교 의과대학 예방의학교실) 조희숙 (강원대학교 의과대학 예방의학교실) 최은영 (이화여자대학교 통계학과) 최귀선 (국립 암센터 암예방 조기검진연구과) 채유미 (이화여자대학교 의과대학 예방의학교실)

저널정보: 한국보건행정학회 보건행정학회지 보건행정학회지 제12권 제1호

발행연도: 2002.1

수록면: 125 - 143 (19page)

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The objectives of this study were analysis of patient\`s characteristics and market segmentation in oriental medical care and western medical care. This study focused on medical utilization using Anderson's health utilization model. The source of data was 1998 National Health and Nutrition Survey which Korean Institute For Health and Social Affairs carried out. A stratified multistage probability sampling design was used in this survey. The analysis was conducted using the statistical software package SPSS version 10.0 and Answer Tree 2.1 which is one of data mining methodology. The results were as follows ; 1) 44.9% of respondents reported visiting oriental medical center within recent two weeks. 3.4% of them used oriental medical care. The group of age, kind of disease and medical expenditure are associated with the difference western and oriental medical utilization rate. 2) There were several factors related to utilization of oriental medical care according to decision tree. Especially, important factors that patient chose his medical center were kinds of disease, kinds of common medical use, and expenditure. 3) in the results of CART analysis, market of oriental medical care were classified by seven categories. The major groups who have a preference for oriental medicine were those musculo-skeletal, cerebra-vascular disease, or chronic headache patients, and they had a preference fur oriental medical care in common use. These results show that oriental and western medical market were divided into various areas by market segmentation.

#market segmentation #oriental medical care #western medical care

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