The Construction And Application Of Cognitive Attitude Behavior Selection Process Model In Traditional Chinese Medicine Hospital

With the increasing social competition,human stress and psychological pressure is growing,suffering from a variety of known and unknown disease situation also followed.Chinese medicine as an important component of the health service industry and the excellent cultural heritage of the Chinese nation,although in the body conditioning and treatment of sub-health has excellent effect,but because of this lack of understanding of medical means and the continuous impact of Western medicine,leading to Chinese medicine Status is getting lower and lower.Therefore,increasing the rate of TCM treatment,improve the soft power of China's culture,to ensure human health,has become an urgent need to solve the problem.There are many researches on the influencing factors of consumer behavior in China,mainly in the aspects of garment industry,food industry and mobile phone industry,but there are few literatures that analyze the influencing factors of consumers' choice of TCM service.And these documents mainly study the management of Chinese medicine hospital,the core values of socialism,status and role and the reasons for the slow development.Based on consumer awareness,attitude and behavior theory,this paper constructs the consumer cognition-attitude-behavior theory model of Chinese medicine hospital.According to the model,the relative influencing factors were selected from five aspects: the individual situation of consumers,the social environment,the cognition of Chinese medicine,the attitude and the behavior,and the variables were used to analyze the influencing factors.Online answers and other means to collect data,using SPSS22.0 software to process the data,and through the correlation,regression,T test and variance method for data analysis.The influencing factors of consumers' choice of Chinese medicine service behavior include the income of consumers,education,the influence of family or friends,the attitude of TCM advertisements,the attitude of TCM treatment,the degree of emphasis on health and prevention,the degree of attention due to disease treatment,the degree of Chinese medicine is better than Western Medicine,the convenience of hospital services,the service attitude of hospital.And put forward the marketing strategy in the aspects of service quality,price setting,promotion method,channel way,service quality,service process and tangible display.