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| Empirical study on TCM acceptance behavior based on social cognition theory |
| HUANG Meiyin GUO Ying TAN Wei |
| School of Management, Beijing University of Chinese Medicine, Beijing 100029, China |
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Abstract Objective To explore the relationship among science popularization environment, literacy level, and residents′ use behavior of TCM. Methods The moderation effect of environment on people′s behavior and their literacy level was tested using method put forward by Ping in 1995, and the regional path difference was tested through structural weight of multi-group structural equation models. Results The standardized path coefficients of environmental factors to residents′ behavior and literacy were 0.274 and 0.254, respectively, and the standardized path coefficient of literacy influence on behavior was 0.175 (P < 0.05). Ping test showed that environmental factors have a regulatory effect (P < 0.05). Conclusion Environmental factors should be considered to promote residents′ health management and healthy behavior adoption of TCM.
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