民眾對中醫藥之認知態度及消費行為特質之研究

郝宏恕
中國醫藥學
中醫為我國之傳統醫學，雖然國內現行之醫療允許中西醫並存，然而過去數十年來政府大部份政策及措施均以西醫為主流，導致中醫之使用率並不甚為普遍。自1995年全民健保開辦以來，健保之費用急速上升，根據最新統計，自1998年醫療費用總計為2710.43億佔國民生產毛額約5.0﹪~6.0﹪(全民健康保險統計，1999)-為有效的減少醫療費用傳統醫學之應用逐漸的增加其重要性，除此之外，近幾年來，中國大陸許多的研究顯示在某些疾病上中西醫結合之治療不但可節省成本且具有顯著之療效如糖尿病、中風、B型肝炎等等(周紹華等，1984；張永賢，1994；)，因此，政策應鼓勵民眾選擇具成本效益之中醫療法或中西醫整合之療法。
在過去許多醫療利用率的研究中無論是針對全國性或單一地區所作的研究均顯示中醫之利用率均低於30﹪的醫療人口，既然中西醫結合在證據醫學上得到肯定且有可能降低醫療之成本，中醫應用之推廣有其必要性，為達到此一目的，必須先行了解民眾對中醫之認知及消費行為，藉以達到有效的利用及整合醫療資源，使其合理化。
本研究將由消費者行為之角度結合醫療利用之模型探討民眾對中醫之認知及其消費者行為對中醫使用之影響，俾能提供主管機關制定政策之參考，期使醫療政策之推行更為順利。
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Why Patinents Use Chinese Medicine: from the Perspective of Consumer Behavior

Horng-Shuh Hao Ph.D
China Medical College
Chinese medicine is one of our valuable traditional treasures. In the past several decades the health policies which emphasis on western medicine have been resulting that the utilization rate of Chinese medicine is relative low, approximately under30﹪, compared with that of western medicine. However, several recent researches show for some specific disease the outcomes that Chinese medicine or the integration of Chinese medicine are not only effective but also cost-saving.
In 1998, the cost of health care attributed to 5﹪~6﹪ of GNP. For the purposes of cost-saving and obtaining better outcome, the treatments of Chinese medicine proven to be cost-effectiveness should be encouraged by health policy.
In order to establish appropriate health policy to spread the utilization of the Chinese medicine policy makers should understand not only the factors of health utilization but the consumer behavior such as the cognition, psychology process and environmental influence of common p
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