The Effects of Consumer Ethnocentricity in the Patient’s Choice of Chinese Therapeutic Massage

• Main Authors: HO ,WEN-SHEN, 何文勝
• Other Authors: PAN,FONG-CHUAN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/rt6rtk

碩士 === 大仁科技大學 === 製藥科技研究所 === 106 === Traditional Chinese Therapeutic Massage (CTM) as one of complementary and alternative medicine, had been adopted as one of health care choices in Taiwan for years. Along with the development of western medicine, and partly because of unstaisfaction with such western medcine, serveral foreign CAMs had been brought into Taiwan that threated nearly hundred thousands of lifes of people who work with local CTM businesses. It was important to perform a research to help this nusiness by revealing the factors that how CTM retained consumers. Based on the theory of planned behavior, this research examined the predicotrs of behavioral intention in the context of purchasing CTM services. This research was a cross-sectional study. The samples included in this research were adults who had visited to a CM hall for any one of health cares. Total valid responses of 691 samples were analyzed with SPSS for Windows 20.0. Statistical techniques applied in this research were descriptive statistics, independent sample t-test, one-way ANOVA, Pearson product-moment correlation, and regression analysis. Test results indicated that attitude, subjective norm, and perceived behavior control varied along with all but gender of the respondent’s demographic factors. The perceived behavior control alone was the best predictor for behavioral intention with 83.3% of variance explained, whereas the subjective norm 70.8%, and the attitude 73.9%. In addition, the model that integrated attitudes, subjective norms and perceived behavioral control explained 85.2% of variance of buying behavior, much better than any of the individual predictors. In the integrated model, perceived control was the best predciotr as expected withβ=.616, followed by attitude atβ=.194, and subjecxtive norms atβ=.147. The levels of consumer ethnocentricity was found higher in the northern part, and those respodnents with general businesses vocation, and high-school educated. Test results indicated that the consumer ethnocentricity has no moderating effects in the relationship of independent variables and behavior. In line with previous research, the current research had confirmed that the TPB was applicable in revealing the predictors of CTM intention. The perceived control was the strongest predciot of behavior evidenced. Since the world trade conflict and protection may resurge, this research suggested to conduct advance and comprehensive studies for similar services and products that were local-oriented.