中医消费者认知-态度-行为的选择过程模型构建及应用

发布时间：2018-01-11 01:01

本文关键词：中医消费者认知-态度-行为的选择过程模型构建及应用　出处：《黑龙江八一农垦大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着社会竞争的日益加剧,人类生活压力和心理压力越来越大,患有各种已知和未知疾病的情况也接踵而来。中医作为卫生服务业和中华民族优秀文化遗产的重要组成部分,虽然在身体调理和治疗亚健康方面有着卓越的功效,但由于人们对这种医疗手段缺乏了解以及西医技术的不断冲击,导致中医的地位越来越低。因此,增加中医就医率、提高我国的文化软实力、保证人类健康,已成为急需解决的问题。国内在消费者行为影响因素方面的研究颇多,主要集中于服装业、食品业、手机业等方面,但分析消费者选择中医服务影响因素的文献较少。且这些文献主要研究中医院的经营方式、社会主义核心价值、地位和作用以及发展缓慢的原因。以此为鉴,本文基于消费者认知、态度、行为理论构建了中医院消费者认知—态度—行为理论模型。根据模型从消费者个人情况、社会环境、消费者对中医的认知情况、态度倾向、行为选择五个维度筛选出相对主要的18个影响因素,并对这些影响因素进行变量假设,通过问卷调查、网上答题等方式收集数据,采用SPSS22.0软件对数据进行处理,并且通过相关、回归、T检验以及方差法进行数据分析。消费者选择中医服务行为的影响因素包括消费者月平均可支配收入、学历、家人或朋友的影响、接收的中医疗效广告的多少、对中医信息是否思考、是否重视养生和预防、是否重视因病施治、是否认为中医优于西医、挂号的便利程度、医院的服务态度。并据此提出了在服务质量、价格制定、促销方法、渠道方式、服务人员素质、服务过程、有形展示等方面的营销策略。
[Abstract]:With the increasing competition in society, the pressure of human life and psychological pressure is increasing. Chinese medicine is an important part 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 a remarkable effect, but due to the lack of understanding of this medical means and the continuous impact of Western medicine technology, resulting in the status of Chinese medicine is getting lower and lower. Increasing the rate of medical treatment, improving the soft power of Chinese culture, ensuring human health, has become an urgent problem. There are a lot of research on the influencing factors of consumer behavior in China, mainly focused on the clothing industry, food industry. Mobile phone industry and other aspects, but the analysis of consumer choice of traditional Chinese medicine service factors are less literature. And these documents mainly study the management of Chinese medicine hospitals, the socialist core value. Status and role as well as the reasons for the slow development. This paper is based on consumer cognition and attitude. According to the behavior theory, the author constructs the theory model of consumer's cognition, attitude and behavior in Chinese medicine hospital. According to the model, the author analyzes the consumer's personal situation, social environment, consumer's cognition of TCM and attitude tendency. Five dimensions of behavior selection screened out the relative major 18 factors, and these factors were assumed to be variables, through questionnaires, online answers and other ways to collect data. Using SPSS22.0 software to process the data, and through correlation, regression. T-test and variance method for data analysis. Consumer choice of traditional Chinese medicine service behavior factors including the average monthly disposable income, education, family or friends of the impact, received the number of TCM curative advertisements. Whether to think about Chinese medicine information, whether to pay attention to health care and prevention, whether to attach importance to the treatment of illness, whether to think that Chinese medicine is superior to Western medicine, the registered degree of convenience, the hospital service attitude, and accordingly put forward in the service quality. Pricing, promotion methods, channels, quality of service personnel, service process, tangible display and other aspects of marketing strategies.
【学位授予单位】：黑龙江八一农垦大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;R-05

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