Public attitudes toward traditional Chinese medicine and how they affect medical treatment choices in Hong Kong

Public attitudes toward traditional Chinese medicine and how they affect medical treatment... PurposeThis study aims to test a conceptual model using public attitudes toward biomedicine and traditional Chinese medicine (TCM) to predict respondents’ medical treatment choice.Design/methodology/approachA quantitative online survey was conducted using quota sampling. Altogether 1,321 questionnaires from Hong Kong residents of age 15 years or above were collected.FindingsAttitudes toward biomedicine in relation to TCM and perceived cost of TCM consultation were found to be significant variables in predicting respondents’ medical treatment choice of treatment. Perceived efficacy of TCM, however, was not a significant predictor. Older respondents, as well as respondents with higher education, were less likely to consult biomedicine first when ill. They were also less likely to consult biomedicine exclusively.Research limitations/implicationsThis study uses a convenience sample recruited through personal networks. The findings cannot be generalized to the rest of the population.Practical implicationsRespondents in the study generally perceived TCM’s efficacy to be high, but not high enough to make it the medical treatment of choice. To promote TCM in Hong Kong, there is a need to enhance trust in it. This can be achieved through strengthening scientific research and development of TCM, enhancing professional standards of TCM practitioners and educating the public about the qualifications of TCM practitioners. Strategic channel planning to reach potential target and reducing the time cost of TCM medication should be examined.Originality/valueThe study is the first to relate attitudes to and perceptions of TCM with medical treatment choices in Hong Kong. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Pharmaceutical and Healthcare Marketing Emerald Publishing

Public attitudes toward traditional Chinese medicine and how they affect medical treatment choices in Hong Kong

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1750-6123
DOI
10.1108/IJPHM-02-2017-0009
Publisher site
See Article on Publisher Site

Abstract

PurposeThis study aims to test a conceptual model using public attitudes toward biomedicine and traditional Chinese medicine (TCM) to predict respondents’ medical treatment choice.Design/methodology/approachA quantitative online survey was conducted using quota sampling. Altogether 1,321 questionnaires from Hong Kong residents of age 15 years or above were collected.FindingsAttitudes toward biomedicine in relation to TCM and perceived cost of TCM consultation were found to be significant variables in predicting respondents’ medical treatment choice of treatment. Perceived efficacy of TCM, however, was not a significant predictor. Older respondents, as well as respondents with higher education, were less likely to consult biomedicine first when ill. They were also less likely to consult biomedicine exclusively.Research limitations/implicationsThis study uses a convenience sample recruited through personal networks. The findings cannot be generalized to the rest of the population.Practical implicationsRespondents in the study generally perceived TCM’s efficacy to be high, but not high enough to make it the medical treatment of choice. To promote TCM in Hong Kong, there is a need to enhance trust in it. This can be achieved through strengthening scientific research and development of TCM, enhancing professional standards of TCM practitioners and educating the public about the qualifications of TCM practitioners. Strategic channel planning to reach potential target and reducing the time cost of TCM medication should be examined.Originality/valueThe study is the first to relate attitudes to and perceptions of TCM with medical treatment choices in Hong Kong.

Journal

International Journal of Pharmaceutical and Healthcare MarketingEmerald Publishing

Published: Jun 4, 2018

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