The Impact Of Cultural Identity Of Traditional Chinese Medicine On Consumers' Willingness Of Yaoshan

Chinese medicine has played a important role in China's fight against the new type of pneumonia in 2020.It has changed many people's thoughts about Chinese medicine,once again highlighting the powerful power of Chinese medicine in the prevention and treatment of diseases,and also reinvigorating young people.The interest of the number of Chinese people in learning the Chinese medicine culture,more and more people have realized that they should pay attention to health and prevent diseases from young age.Under this background,Yaoshan as an important branch of Chinese medicine culture and an important health preservation content,has ushered in new market opportunities.In fact,Yaoshan has been available since ancient times,but consumers' willingness to consume Yaoshan is not high,which has led many businesses to dare to invest rashly,which has also hindered the development of Chinese medicine restaurants.Traditional Chinese medicine meal is different from other meals,it contains rich traditional Chinese medicine culture,but many people are only exposed to superficial traditional Chinese medicine culture,lack of systematic and in-depth study,so they don't even know the concept of traditional Chinese medicine culture such as traditional Chinese medicine health care.Not to mention the willingness to consume,so the bottleneck in the development of the Yaoshan market is largely due to consumers 'lack of understanding of Chinese medicine culture and lack of value recognition.It is of great practical significance to study the consumption psychology of Yaoshan from the perspective of cultural identity of traditional Chinese medicine for the expansion of the Yaoshan industry.At present,there are few studies on the consumption behavior of traditional Chinese medicine in academic circles,and they only stay at the superficial level of cognitive psychology,and lack of deep-seated cultural psychological level research from cultural identity and value identity.From the perspective of product life cycle,the current Yaoshan is still in its infancy.If the Yaoshan merchants want to quickly open the market,they first need to find consumers who have a certain degree of involvement in the Yaoshan.The influence of identity,therefore,this article uses consumer involvement as an intermediary variable to study the influence of Chinese medicine culture on the willingness of Yaoshan consumption,with a view to revealing the mechanism of the psychology of Yaoshan consumption.As the Yaoshan market in its infancy,consumer behavior has a low degree of maturity and objectively exists some consumption risks.Therefore,it is necessary to introduce Yaoshan perceivedconsumption risk as a regulating variable to explore whether it will affect the willingness of Yaoshan consumption under the premise of cultural identity of traditional Chinese medicine.,With a view to perfecting the understanding of the decision-making mechanism of consumption behavior of medicinal diet.In a view of the dilemma in reality and the lack of theoretical research,this article explores the influence of cultural identity of traditional Chinese medicine on the willingness to consume Yaoshan through empirical research,as well as the mechanism of consumer involvement and perceived risk of Yaoshan.The research objectives of this article: First,to study the influence of three dimensions of TCM cultural identity(cognitive,emotional and behavioral orientation cultural identity)on the willingness to consume Yaoshan.Second,explore the mediating effect of consumer involvement in TCM cultural identity on Yaoshan consumption willingness.Thirdly,it explores the moderating role of the perceived consumption risk of Yaoshan in the cultural identity of Chinese medicine and the willingness to consume Yaoshan.In this paper,data were obtained through a questionnaire survey,and data analysis was performed using SPSS 24.0 and AMOS 23.0 to test the relationship among various variables.Starting from the depth of consumers' psychology,explore the influence of TCM cultural identity on the consumption willingness of Yaoshan in the cognitive,emotional,and behavioral layers.The research results are as follows: From the perspective of the main effect,the three dimensions of TCM cultural identity have a significant positive effect on the willingness to consume Yaoshan.Among them,the behavioral orientation of TCM cultural identity has the greatest effect on the willingness to consume medicated food.From the perspective of the intermediary effect,consumer involvement plays a part of the intermediary between the cultural identity of TCM and the willingness to consume Yaoshan.From the perspective of the regulatory effect of medicated dietary perceived consumption risk,the higher the consumer's TCM cultural identity,the stronger the positive effect of Yaoshan perceived consumption risk on Yaoshan consumption willingness.The research conclusions have further enriched the research field of TCM cultural identity,expanded the applicability of consumer behavior related theories,helped to form new theoretical innovation points,and provided a basis for future scholars' research on cultural values.The development of the medicated diet market provides powerful suggestions and directions.Finally,in the section of conclusions,relevant suggestions are given on how to increase the willingness to consume Yaoshan and how to respond to consumers' perceivedconsumption risks of Yaoshan,and to point out the future development direction of this research area,in order to provide relevant research related Theoretical support.