| ObjectiveThis study aims to construct the influencing factor model of Traditional Chinese Medicine(TCM)service utilization behavior intention.explore the influencing factors and action path of TCM service utilization behavior intention,and put forward targeted strategic suggestions,so as to provide decision-making reference for improving TCM service utilization behavior intention and promoting TCM service quality and efficiency.MethodsThrough literature research method and expert consultation,this paper constructs the influencing factor model,and comprehensively uses the methods of questionnaire survey and structural equation model(SEM)to analyze the influencing factors and paths of TCM service utilization behavior intention.Results(1)Basic information of respondentsFrom March 16,2020 to April 2,2020,a nationwide survey was conducted by snowball sampling,and 10824 valid questionnaires were collected,including 10330 public and 494 medical staff.(2)Cognition,attitude and service utilization of TCMThe public and medical staff have different cognition and attitude towards TCM,and the utilization level of TCM services of medical staff is generally higher than that of the public.Public’s cognition is mainly affected by marriage,education level,annual family income and other factors;Medical staff are affected by whether they pay attention to TCM(3)Variables in the influencing factor model of behavior intention of TCM service utilizationAmong the public,the scores of past behavior were the lowest(3.46 ±1.07),followed by cognition(3.85±0.77),perceived behavioral control(3.87 ± 0.89),subjective norm(3.93 ± 0.87),behavior intention(3.99 ± 0.92)and attitude(4.18±0.77);Among the medical staff,the cognitive score was the lowest(3.82±0.68),followed by past behavior(3.89±1.09),subjective norm(3.98±0.89),perceived behavior control(4.15±0.82),behavior intention(4.18±0.86)and attitude(4.30±0.76)..(4)Analysis results of influencing factors of behavior intention of TCM service utilizationThe results of the SEM show that cognition,attitude,subjective norm,past behavior,and perceived behavioral control had a significant positive impact on behavioral intention,but the action paths of those influencing factors are various:①Among the public,the attitude has a significant impact on behavioral intention,and followed by subjective norm,past behavior,and perceived behavioral control,with total effects of 0.451,0.450,0.259,and 0.143,respectively.Among medical staff,the attitude had the greatest impact on behavioral intention,followed by perceived behavioral control,past behavioral control and subjective norm,the total effects were 0.467,0.398,0.384,and 0.177,respectively.②Among the public,cognition,subjective norm,and perceived behavioral control indirectly affect behavioral intention through attitude,and the mediating effects are 0.191,0.203,and 0.112,respectively.Among medical staff,cognitive and perceived behavioral control indirectly affect behavioral intention through attitude,the mediating effect was 0.283 and 0.265,respectively.③ Demographic factors such as age,marriage,residence,annual family income and medical background significantly affect public’s behavior intention;The professional background significantly affects the behavior intention of medical staff.ConclusionsThe theoretical model of influencing factors of TCM service utilization behavior intention is reasonable and reliable,which can be used as the basis for measuring the influencing factors of behavior intention.The empirical results show that cognition,attitude,subjective norms,past behavior and perceived behavior control have a significant positive impact on the behavioral intention of TCM service utilization,but the action path is different in the two populations.According to the research results,from the five aspects of cognition,attitude,subjective norms,perceived behavior control and past behavior,this paper puts forward targeted strategies and suggestions to improve the behavior intention of using traditional Chinese medicine services. |
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