消费者用药依从行为探析:基于两阶段理论模型  

Analysis of consumer medication adherence:Based on two-stage theoretical model

作　　者：沈曼琼 廖建财 王海忠[3] SHEN Manqiong;LIAO Jiancai;WANG Haizhong(School of Management,Guangdong University of Technology,Guangzhou 510520,China;Department of Marketing,Aalto University School of Business,P.O.Box 21230,FI-00076 Aalto,Finland;School of Business,Sun Yat-sen University,Guangzhou 510275,China)

机构地区：[1]广东工业大学管理学院,广州510520 [2]阿尔托大学商学院,芬兰赫尔辛基埃斯波00076 [3]中山大学管理学院,广州510275

出　　处：《心理科学进展》2024年第5期859-872,共14页Advances in Psychological Science

基　　金：国家自然科学基金青年项目(72102076);国家自然科学基金面上项目(72072191);国家自然科学基金重点项目(71832015)。

摘　　要：个体健康行为改变是否存在阶段性是当前争议的焦点。用药依从行为作为关键的影响医疗效果指标,对个体的身心健康产生重要影响。前人对于用药依从水平的研究综述大多是从医学角度,着眼于特定疾病的用药依从行为。然而,在医疗保健行业市场化的背景下,鲜有研究从消费者的视角出发,探究信息加工方式和心理过程对消费者用药依从行为的影响。同时,现有研究也缺乏对依从行为的理论分类和论述。基于两阶段理论模型回顾了营销领域影响消费者用药依从行为的影响因素,梳理了干预策略,并提出未来研究趋势与展望。在理论上,这有助于从健康行为改变阶段上理解个体的用药依从行为,丰富健康领域的阶段理论。在实践上有助于更好地理解消费者的心理健康和行为规律,并为慢性病管理提供了营销方面的启示。The debate over whether individual health behavior changes occur in stages is currently a controversial focal point.Medication adherence,as a crucial indicator influencing health care outcomes,significantly impacts an individual's physical and mental well-being.Previous reviews of medication adherence levels have predominantly adopted a medical perspective,focusing on adherence behavior related to specific diseases.However,within the context of the increasingly market-driven health care industry,there is a dearth of research exploring the influence of information processing methods and psychological processes on consumer medication adherence behavior from the consumer's perspective.Additionally,existing research lacks theoretical categorization and discourse on adherence behavior.Drawing upon the two-stage theory model,this review examines factors within the marketing domain that influence consumer medication adherence behaviors,elucidating intervention strategies,and proposing future research trends and prospects.Theoretically,this contributes to understanding individual medication adherence behavior within the stages of health behavior change,enriching the stage theories within the health domain.Practically,it aids in better comprehending consumer mental health and behavioral patterns,offering marketing insights for chronic disease management.

关 键 词：用药依从 消费者行为 医疗保健 行为干预 

分 类 号：B849[哲学宗教—应用心理学] F713.55[哲学宗教—心理学]