ORIGINAL RESEARCH article
Front. Behav. Econ.
Sec. Health Behaviors
A Study on the Influence Mechanism of Chinese People's Choice of Traditional Chinese Medicine Attendance Based on Cultural Attachment
Provisionally accepted
- Guangzhou Medical University, Guangzhou, China
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Objective: To investigate the influence mechanism of cultural attachment on Chinese individuals' choice of traditional Chinese medicine (TCM) treatment, aiming to provide insights for promoting the inheritance and development of TCM and optimizing the allocation of medical resources. Methods: Convenience sampling was employed to collect questionnaires through preliminary and formal surveys. Descriptive statistical analysis, reliability and validity testing, and structural equation modeling were conducted using SPSS 25.0 and AMOS 24.0 software. Results: Findings revealed that (1) cultural perception exerted a highly significant positive effect on cultural identity with a standardized path coefficient of 0.945 (t=12.031), while healthcare environment and nostalgia tendency did not significantly influence cultural identity. (2) Cultural attachment significantly and positively influenced perceived ease of use, which in turn significantly and positively influenced perceived usefulness. This established a complete chain model: 'Cultural Attachment →Perceived Ease of Use →Perceived Usefulness →Attitude/Perceived Behavioral Control →Consumption Intention → Healthcare Choice.' (3) Normative pressure did not significantly influence consumption intention, and cultural attachment did not significantly influence perceived usefulness. Conclusion: Targeted policy recommendations are proposed from the perspectives of government, TCM institutions, and the general public.
Keywords: Cultural attachment, Traditional Chinese Medicine, choice of medicalcare, C-TAM-TPB model, Mechanism study
Received: 04 Mar 2025; Accepted: 29 Oct 2025.
Copyright: © 2025 Lan, Luo and Gao. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence:
Jianju Lan, 2126517724@qq.com
Xiang Gao, l662052@163.com
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