OTC药品的风险认知与健康风险决策的分析  

作　　者：郭俊辉[1] 阮尹[2] 南仲信[2] 

机构地区：[1]浙江科技学院工商管理系 [2]浙江科技学院国际经济与贸易系

出　　处：《企业经济》2011年第6期188-192,共5页Enterprise Economy

基　　金：浙江省自然科学基金项目“浙江中药产业国际竞争力分析”(批准号:Y607414)

摘　　要：自我药疗行为的普及以及OTC药品的市场化,加速了药品的商品化进程。然而,药品的消费行为附带健康风险。本文基于这个假设,提出了混合作用模型,目的是分析消费者选购OTC药品时的健康风险决策的内在机理。通过设定健康关注度和医疗认可度作为个体差异变量、风险框架作为购买状况变量、风险认知作为中介变量,使用线性回归模型和判别回归模型分析个体的药品选择规律。研究发现,在风险框架下,个体的健康关注度、医疗认可度与风险认知存在一定的关系。同时,将风险框架、风险认知、个体因素用来判别消费者的OTC药品选购决策有显著的意义。The popularity of self-medication behavior and the market of over-the-counter drugs accelerate the process of the drugs commercialization.However,the consumption behavior of the drugs is accompanied with hidden health risks.Based on this assumption,this paper has proposed synergy model to analyze the inherent mechanism of health risk decision-making when consumers buy OTC drugs.Set the degree of health concerns and medical recognition as the individual differences variables,the risk framework as the purchase state variables,risk perception as a risk confirm variables,use the discriminates regression model to analysis individual drug choice regular pattern.The study has found that the synergy effect with drug selection in the risk framework,health concerns degree and medical recognition degree of individual affect the risk perceptions level,strengthen behavior of an their risk aversion or risk taking,and lead to individual do compromise decision-making for OTC drugs.

关 键 词：OTC药品 风险认知 健康风险决策 混合作用 

分 类 号：F063.2[经济管理—政治经济学]