基于社会学习的中医药服务认可度SEM改进分析.pdfVIP

ChineseJournal of Health Policy,November2014,Vol．7 No．11 ·健康服务业 · 基于社会学习的中医药服务认可度SEM 改进分析 ∗ 邓　 敏 　 肖增敏 南京中医药大学经贸管理学院　 江苏南京　 210023 【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。 【关键词】 社会学习; 中医药服务;认可度;结构方程 中图分类号:R197　 文献标识码:A　 doi:10．3969/ j．issn．1674-2982．2014．11．012 Consumer acceptance of Traditional Chinese Medicine based on social learning with SEM im- provements DENGMin,XIAOZeng-min School of Economic and Management,Nanjing University of ChineseMedicine,Nanjing Jiangsu210023,China 【Abstract】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 Medi- cine,improving the enterprise advantagesof TCMbecomesan imminent issuetoresolve. With theperspective of be- havioral 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 fol- lowing important conclusions:service encounter quality,emotional well-being and the influence degree are signifi- cantly correlated with the consumer acceptance of TCM;there isno significant relationship between individual-cogni- tion and consumer acceptanceofTCM;consumertrust isnotrelatedto consumer acceptanceofTCM;TCMtechnolo- gy acceptance is the major source of consumer acceptance of TCM. Finally,this paper introduces the policy re