Impact of Mass Media on Healthcare Seeking Behavior

Shankar, B (2015) Impact of Mass Media on Healthcare Seeking Behavior. Journal of Pharmaceutical and Biomedical Sciences, 5 (1). pp. 44-49. ISSN 2230 – 7885

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The objective of the study is to obtain insights into the impact of mass media (television, news -paper, radio) on health seeking behavior among women with specific reference to Antenatal Care (ANC). ANC service, the dependent variable, is a dichotomous variable, defined as if the woman has received ANC from a trained healthcare professional (doctor, lady health visitor, auxiliary nurse midwife, nurse) at least once during the last pregnancy. Results: Among 600 respondents of the study, around 61per cent (369 respondents) utilized ANC service form a trained healthcare professional at least once during their previous pregnancy and extent of ANC service. The extent of ANC service utilization was ‘low’ (29 per cent), ‘moderate’ (43 per cent) and ‘high’ (28 per cent) among the 369 respondents who had accessed ANC service. Socio Demographic factors had a significant association to ANC service utilization. Correlation analysis revealed that media exposure (r=0.65 ***) has a significant positive correlation to ANC service utilization. Logistic regression analysis revealed that media exposure had a significant influence of ANC service utilization (β=.43, t (364) =12.6, p<0.01).

Item Type: Article
Uncontrolled Keywords: Mass media; Antenatal care; Health seeking behavior
Subjects: Medicine > KMC Manipal > Medicine
Depositing User: KMC Manipal
Date Deposited: 25 Jul 2015 10:41
Last Modified: 28 Sep 2015 15:45

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