基于社会学习的中医药服务认可度SEM改进分析  

Consumer acceptance of Traditional Chinese Medicine based on social learning with SEM improvements

作　　者：邓敏[1] 肖增敏[1] 

机构地区：[1]南京中医药大学经贸管理学院,江苏南京210023

出　　处：《中国卫生政策研究》2014年第11期64-70,共7页Chinese Journal of Health Policy

基　　金：江苏省教育厅高校哲学社会科学基金项目(2013SJD840004)

摘　　要：作为我国传统医学,中医药服务具有"简、便、廉、验"等优势,是医疗卫生服务的重要组成部分。在西医的冲击下,中医药服务质量如何完善、凸显其优势以获得广大居民认可成为亟需解决的重要问题。本文以行为与社会科学为视角,基于社会学习理论系统考察影响居民对中医药服务认可度的相关因素,构建居民中医药服务认可度的结构方程模型,并通过AMOS17.0和SPSS软件对实证数据进行深入分析,得出以下结论:居民的中医药服务接触质量、自身情感情况和受影响程度对认可度产生直接影响;居民的个体认知和信任度对认可度没有影响;居民对中医药技术的认可是中医药服务认可度的最主要来源。最后,基于上述结论对区域进行中医药服务质量改进和服务推广提供理论支持和政策建议。Traditional Chinese Medicine（ TCM） is an important part of primary health care services with the advantages of simplicity,convenience,low costs,and effective examinations. Under the influence of Western Medicine,improving the enterprise advantages of TCM becomes an imminent issue to resolve. With the perspective of behavioral and social sciences,the paper systematically reviews the factors which impact the consumer acceptance of TCM in primary healthcare services and constructs the corresponding structural equation model based on the social learning theory. Meanwhile,AMOS17. 0 and SPSS were used to process empirical data. The paper presents the following important conclusions： service encounter quality,emotional well-being and the influence degree are significantly correlated with the consumer acceptance of TCM; there is no significant relationship between individual-cognition and consumer acceptance of TCM; consumer trust is not related to consumer acceptance of TCM; TCM technology acceptance is the major source of consumer acceptance of TCM. Finally,this paper introduces the policy recommendations of improving and promoting the service quality of TCM.

关 键 词：社会学习 中医药服务 认可度 结构方程 

分 类 号：R197[医药卫生—卫生事业管理]