非处方中药命名方式对购买意愿的影响——以大学生为被试的实验研究  

Influence of Naming on Purchasing Intention of Chinese Medicine:An Experimental Study of College Students

作　　者：葛岩[1] 胡波[2] 秦裕林[3] 

机构地区：[1]上海交通大学媒体与设计学院 [2]上海交通大学人文艺术研究院 [3]上海交通大学凯原法学院,上海200230

出　　处：《上海交通大学学报（哲学社会科学版）》2016年第4期102-111,共10页Journal of Shanghai Jiao tong University(Philosophy and Social Sciences)

基　　金：上海交通大学文理交叉基金重点项目(13JCRZ03)

摘　　要：针对中药命名方式对药品购买意愿的影响问题,本研究通过实验方法观察了命名方式、信息来源和药店类型对购买意愿的影响。通过比较以药物成分、药物成分+针对病症、药物成分+针对病症+夸饰三种药品方式对于被试药品购买意愿的影响发现,被试偏好药物成分+针对病症命名方式,药物成分+针对病症+夸饰次之。实验还发现,命名方式与信息来源,药店类型分别发生的交互作用也会对被试药品购买意愿产生影响或有调节作用,在信誉较高的全国连锁药店情景中,对以成分+针对病症与成分+针对病症+夸饰命名的药品的选择频度几近持平。作者讨论了这些发现对药品管理和营销工作的启示。This paper reports an experimental study of the influence of naming on the purchasing intention of Chinese medicine. Of the three naming methods for over-the-counter Chinese medicine purchasing, namely, ingredients, ingredients plus symptom targeted, and ingredients plus symptom targeted plus over-embellishment, it is found that the ingredients plus symptom targeted method produces the highest choice frequency, followed by the ingredients plus symptom targeted plus over-embellishment method. In addition, it is shown that interactions of the naming methods with information sources and with drug store types could moderate the influence of the naming methods on purchasing choice. For example, in the condition of national chain drug store, which were often perceived more creditable, the choice distribution pattern changed, and the ingredients plus symptom targeted method and ingredients plus symptom targeted plus over- embellishment method generated a similar pattern of choice frequencies. The implications of these findings for drug administration and for Chinese medicine marketing are discussed.

关 键 词：健康传播 消费者行为 购买意愿 商品名称 中药(中成药)销售 

分 类 号：R28[医药卫生—中药学]