The Influences Of Chinese Culture Identification And Performance Expectancy On TCM Health Care Consumption Attitudes

Traditional Chinese medicine(TCM)health care is a valuable culture heritage of the Chinese nation and of the world.It uses naturopathies which include Gua Sha,massage,cupping and moxibustion to help citizens to keep good health and prevent diseases.With the development of the society and the increase of the level of people’s life,more and more people are increasingly concerned about their health and healthcare.The purpose of this dissertation is to investigate the effects of perceptual factor and rational factor on residents’ attitudes towards traditional Chinese medicine(TCM)health care.In the research,the independent variables include identification of Chinese culture and performance expectancy,while the dependent variables are cognition,emotion and behavior.Finally it will test the hypotheses.This dissertation takes a combination of quantitative analysis and qualitative analysis to conduct research.It uses questionnaire survey to collect the required samples and in-depth interviews to explore the consumption attitudes of residents’ TCM health care.It withdraws 784 effective questionnaires,then makes use of SPSS and AMOS to analyze the data to verify the rationality of the model.In the section of in-depth interview,16 interviewees were interviewed to explore their attitudes of TMC health care and its influencing factors,and their suggestions for the TMC health care industry.The results from the questionnaire survey indicate that the factor of intending to act which is included in the identification of Chinese culture,performance expectancy significantly affect residents’ consumption attitudes towards traditional Chinese medicine TCM health care.The in-depth interview proves this result as well.A part of interviewees think they trust TCM health care for their relying on the identification of Chinese culture.However,the main reason of their consumption of TCM health care is preventing disease and improving their health(performance expectancy).Finally,according to the results from questionnaire survey and in-depth interview,the writer develops suggestions for TCM health care industry.