关于海口市消费者虚假违法药品广告

工商管理论文编号:GS218  论文字数:6867,页数:12
目  录
前言 1
1 研究方法 1
1.1 设计调查问卷 1
1.2 资料收集 1
1.3 数据处理 1
2  结果与分析 2
2.1 被调查者的基本资料 2
2.2 药品广告相关概念描述性分析 2
2.3 药品广告内容是否违法辨别结果的描述性分析 3
2.4 人口学变量与知晓度的关系 4
2.4.1不同年龄的消费者知晓度分析结果 4
2.4.2不同职业消费者知晓度分析结果 5
2.4.3不同学历的消费者知晓度分析结果 5
2.4.4不同居住地区的消费者知晓度分析结果 6
3 讨论 6
3.1消费者总的知晓度较低 6
3.2消费者对不同变量的知晓度不一致 6
3.3文化程度是影响消费者知晓度的重要因素 7
3.4职业对消费者知晓度影响显著 7
3.5不同居住地区的消费者知晓度存在差异 7
4 建议 7
4.1加强药品广告监管，从经济罚、资格罚、名誉罚三方面加大对违法医药企业和广告媒体的惩罚力度 7
4.2普及消费者的医药知识，提高消费者辨别虚假违法药品广告的能力 8
5结语 9
参考文献 9
附：调查问卷 10

摘要  目的：调查海口市消费者对虚假违法药品广告的知晓状况，为解决如何抵制虚假违法药品广告危害消费者提供现实依据。方法：对海口市各区消费者进行随机抽样问卷调查，采用频数分析、单因数方差分析和LSD-t检验等方法对调查数据进行统计学处理。结果与结论：消费者对违法药品广告的知晓度较低，不同研究变量知晓度不同，其中不同职业、学历和居住地区的消费者知晓度存在统计学差异。建议从加强药品广告监管，加大违法药品广告处罚力度；普及药品广告知识、提高消费者辨别能力等几方面改进。
关键词：消费者；虚假违法；药品广告；认知度   
 

Research on Haikou Consumers’ Recognition of Mendacious and Illegal Drugs Advertisement

Abstract: Objective: To research on Haikou consumers’ recognition of mendacious and illegal drug advertisement. Methods: Random sample questionnaire survey was conducted among consumers in Haikou ,and the data were subjected to frequency analysis, one-way analysis of variance, and LSD –t test. Results and conclusion: Haikou consumers had a little recognition of mendacious and illegal drug advertisement and the recognition degrees varied with variables. There were signification differences among variables such as consumer’s educational background, vacation and residential areas. It is suggested that improvements should be made from aspects of strengthening management of drug advertisement and penalties of illegal drug advertisement. On the other hand, the improvements should be made from aspects of popularizing the knowledge of drug advertisement and increasing consumers’ ability of discrimination.
Keywords: consumer, recognition, drug advertisement, mendacious and illegal