The impact factors on women's willingness of mammography -The approcach of social marketing
| Autor: | Hui-Jung Chang, 章蕙蓉 |
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| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 Female breast cancer incidence has markedly increased in Taiwan recent years. Breast cancer accounted for the highest incidence for female cancer. It was the fourth leading cause of death in all cancers and in female cancers in Taiwan。Since regular screening examination for breast cancer was the first step to treat breast cancer。 This study used a social marketing approach（4P） to identify the impact factors that influence women’s breast cancer screening （mammography）behavior in different area and to guide the development of strategies to increase breast cancer screening rate。 The sample of study was collected from female of Taichung county and Chunghua county。Quantitative methods were used to gather data 。 There were 310 samples 。The data was analyzed with descriptive statistics and Chi-square. Logistic regression analysis was used to determine the related factors, including demographics factors and promotional strategy components（product、price、place、promotion）。 The result of the study was as following. age group，education level and marital status were significantly associated with mammography usage。Another factors significantly associated with mammography use included knowledge of recommendations for annual screening，mammography can cause cancer，physician referral，physician recommendation，transportation and brochures。 Suggestions based on the result of study: in product aspect, may intensify 「knowledge of product」 and 「attitude of product」， and carrying out the consistency of cognition in the frequency for mammography； in price aspect, may reduce the cognition of cost-expense of the examination in female； in place aspect, may lower the cost of information searching and increase the convenience for mammography； in promotion aspect, may enhance in spreading the product information and employing public-praise promotion to improve the screening rate of breast cancer. Key word:Social marketing,4P, mammography, breast cancer |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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