公众中医药健康信息接触与使用行为关系的实证研究  

An Empirical Study on the Relationship Between Public Traditional Chinese Medicine Health Information Exposure and Usage Behavior

作　　者：葛倩 谭巍[1] GE Qian;TAN Wei(School of Management,Beijing University of Chinese Medicine,Beijing 100029,China)

机构地区：[1]北京中医药大学管理学院,北京100029

出　　处：《中医药导报》2022年第9期192-196,共5页Guiding Journal of Traditional Chinese Medicine and Pharmacy

基　　金：国家中医药管理局监测统计中心项目(BUCM-2021-KJ-GL0020)。

摘　　要：目的:探究公众中医药健康信息接触与其使用行为的关系,构建公众中医药使用行为模型,了解变量之间中介因素的影响及其作用路径,为进一步优化中医药健康传播提供依据。方法:利用2020年我国30个省(自治区、直辖市)公民中医药健康文化素养调查项目的共79371份问卷数据,通过相关性分析描述模型变量之间的密切程度,利用温忠麟中介效应法检验回归模型。结果:中医药健康信息接触、中医药健康知识水平、态度、主观规范、知觉行为控制和中医药使用行为的相关系数均大于0(r=0.517、0.390、0.765、0.480、0.537),且P值均小于0.01,各变量间存在明显的正相关关系。中医药健康知识水平、态度、主观规范、知觉行为控制的中介效应系数均大于0(B=0.305、0.165、0.256、0.344),P<0.001,各变量中介效应显著。结论:公众中医药健康信息接触正向影响其使用行为,中医药健康知识水平、态度、主观规范、知觉行为控制均起正向中介作用,中医药使用行为模型得到验证。Objective:To explore the relationship between public traditional Chinese medicine(TCM)health information exposure and its use behavior,build a public TCM use behavior model,understand the influence of intermediary factors among variables and their action paths,and provide a basis for further optimizing TCM health communication.Methods:A total of 79371 questionnaire data of citizens'health literacy survey project of traditional Chinese medicine in 30 provinces(autonomous regions and municipalities)of China in 2020 were used to describe the closeness between model variables through correlation analysis,and the regression model was tested by WEN Zhonglin's mediating effect method.Results:The correlation coefficients of TCM health information exposure,TCM health knowledge level,attitude,subjective norm,perceived behavioral control and TCM use behavior were all greater than 0(r=0.517,0.390,0.765,0.480,0.537),and the P value were all less than 0.01.There was a significant positive correlation between the variables.The mediating effect coefficients of TCM health knowledge level,attitude,subjective norm and perceived behavioral control were all greater than 0(B=0.305,0.165,0.256,0.344),P<0.001.The mediating effect of each variable was significant.Conclusion:The public health information exposure of traditional Chinese medicine has a positive impact on their use behavior.The health knowledge level,attitude,subjective norm and perceived behavior control of traditional Chinese medicine all play a positive mediating role.The traditional Chinese medicine use behavior model has been verified.

关 键 词：中医药健康信息接触 使用行为 计划行为理论 中介效应 相关性分析 

分 类 号：R2-4[医药卫生—中医学]