Studies On Impact Factors Of Chinese Herbal Medicine Consumers' Behavior

The Chinese herbal medicinal industry is not only one of the few industies haveproprietary intellectual property rights, but also the industry with comparative advantagein the international market. In recent years, the ontradictory between the great promisingconsume market and the underconsumption become increasingly prominent. Theunderconsumption has become an important problem which impacts on the Chinese herbalmedicinal industry suntainable development. The research on the Chinese herbal medicineis concentrate on the Chinese medicinal culture, the processing drugs, clinical curativeeffect, Chinese herbal medicine modernization and industrialization, and so on. There areless research on the Chinese herbal medicine' consumption. The consumption is the keynode for Chinese herbal medicinal industry, so the attention on the principal of Chineseherbal medicine consumption—the consumers will provide reference for the governmentto formulate the policy. Especially during the structural reform of medical attendance, itwill improve policy setting with more pertinence, scientificity, rationality and operability.Though the research on the impact factors of Chinese herbal medicine Consumers'behavior will provide the theory evidence for the business to produce and exploit theproducts fit with consumers and find a market, and accelerate Chinese herbal medicinalindustry reform and upgrade.The objectives of this study are to probe into the main influencing factors on theChinese herbal medicine consumption inclination and purchasing behavior, positiveanalyse the influence of various factors, find out the factors restrict the consumptioninclination change to purchasing behavior. According to the influencing factors, it providethe suggestions to improve the Chinese herbal medicinal consumption and accelerateChinese herbal medicinal industry reform and upgrade, and provide the demonstrationbasis.This research was fallen into8chapters: in chapter1, the background, purposes,contents, methods and objects of this study were listed. In chapter2, some literaturesabout Chinese herbal medicine consumers' behavior were listed. In chapter3, it analysedthe status of Chinese herbal medicinal industry and consumption in Fujian province. According to the theory of planned behavior, the paper constucted the model of factorsimpact on the consume behavior of Chinese herbal medicine, and some theoreticalanalyses about factors impact Chinese herbal medicine consumers behavior and someresearch hypothesis were given in chapter4. On the basis of questionnaire data,descriptive analyses about factors impact the behavior of Chinese medicinal consumersfrom Fujian were analyzed in chapter5. In chapter6, factors impacted on the Chineseherbal medicinal consumption inclination were empirically by applying Logit Model. Inchapter7, factors impact on the Chinese herbal medicine consumption frequency andexpenses were analyzed by applying Logit Model and Multiple Regression Model. Inchapter8, conclusions were drawn, and the corresponding countermeasures wereproposed.Through theoretical and empirical research, the paper reaches the followingconclusions:(1) The extent of disease is the super factor impact on the Chinese herbalmedicinal inclination. Consumers will choose drugs according to the extent of disease,when disease is serious and critical, consumers will not choose Chinese medicine.(2) Theunderstanding of curative velocity is the most significant factor impact on the Chineseherbal medicine consumption frequency. When the consumers think the curative faster, theChinese herbal medicine consume times will increase.(3)The most significant factorimpacts the expenses to consume the Chinese herbal medicine is the consumers' vocation.Medical and health workers' expenses is highest, the second is office-bearers', thepeasants and students' expenses is lower, the workers' is lowest.(4) There are significantpositive relationship between consume inclination and purchasing behavior, but the highconsume inclination hadn't efficiently change into purchasing behavior. When theconsume inclination increase one times, the frequency will increase0.203times and theexpenses will increase0.168times; when the expenses increase one times, the expenseswill increase0.523times. In the collar of consumers' vocation, the understanding ofChinese herbal medicine, the mouth feel of Chinese herbal medicine, the understanding ofcurative velocity, the lack of good Herb Doctor, the circumstances of family and friends,including the attitude and using of Chinese herbal medicine, the high consume inclinationhadn't efficiently change into purchasing behavior.According to the study of this paper and the current state of Chinese herbal medicine consumer, the suggestions to improve the Chinese herbal medicine industry are putforward as follows:(1) Fully play the Chinese herbal medicine protection effect, andaccelerate Chinese herbal medicinal industry reform and upgrade.(2) Intensify theconsumers education and guide,build the "believe traditional Chinese medical science,use Chinese herbal medicine" circumstance.(3) Bring more Chinese herbal medicinetypes into medicare system and improve the ratio of reimbursement; strengthen processmedicinal herbs to enhance the curative effect and reduce unwanted side-effects,ameliorate the taste; strengthen the research on the new medicine from Chinese herbalmedicine, and broaden the market.Given there was little literature studying the Chinese herbal medicine industry on theconsumers' angle, but the consumption and consumers' behavior are key factors influentthe Chinese herbal medicine industry sustainable development, this study is innovative inperspective and content. This paper also makes some new trial in research method byTheory of planned behavior (TPB). In addition, the paper has brought forth some new andvaluable ideas. It has found the high consume inclination hadn't efficiently change intopurchasing behavior, and the factors impact on the changing.