Document Type

Journal Article

Department/Unit

Department of Communication Studies

Abstract

This study investigated consumers’ attitudes toward advertising by traditional Chinese medicine (TCM) practitioners, and how attitudes varied among different demographic groups and user experiences in TCM. A survey using quota sampling was conducted. Altogether 1,039 adults aged 20 or above in Hong Kong filled in an online questionnaire in March 2014. Factor analysis found that attitudes toward TCM advertising consisted of four underlying dimensions: information value of TCM advertising; benefits of TCM advertising; confidence in financial aspects of TCM; and doubts about TCM advertising. Consumers’ attitudes toward TCM practitioners were in general favorable. Respondents appreciated information value of TCM advertising, but held some skepticism and worries about it. Respondents perceived strongly that advertising by medical professionals would lead to increase in the cost of services. Respondents with TCM consultation experience demonstrated a more positive attitude toward TCM advertising than respondents without TCM experience. Practical implications and limitations were discussed.

Publication Year

2015

Journal Title

Journal of Asian Pacific Communication

Volume number

25

Issue number

2

Publisher

John Benjamins Publishing Co.

First Page (page number)

305

Last Page (page number)

322

Referreed

1

DOI

10.1075/japc.25.2.11cha

ISSN (print)

09576851

Keywords

Health services, culture, survey, consumer perception, advertising regulation

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