Investigation and Countermeasure Research on Perceived Value and Willingness to Medical Treatment of Traditional Chinese Medicine Service by the Public

The objective of this paper is to study the conditions of perceived value, trust and willingness to medical treatment of Traditional Chinese Medicine (TCM) service, and to explore the influence of perceived value and trust on medical treatment intention. The data were collected by questionnaire survey, using reference sampling and convenience sampling, and the data were analyzed by SPSS. 97.33 percent of respondents received TCM service, traditional Chinese medicine treatment was given priority to, the ratio as high as 85%, acupuncture, massage and cupping project; the public trust of TCM evaluation score for 4.16 (maximum 5 points) at a high level; perceived function value, economic value and time value of TCM were 3.84, 3.42 and 3.09 in medium level; perceived function value (b = 0.398, P = 0.000), perceived time value (b = 0.319, P = 0.000) and perceived economic value (b = 0.173, P = 0.000) have a positive effect on their willingness to medical treatment. Chinese public have a higher degree accept to TCM, but the service utilization is unbalance; public have high trust in TCM, but the perceived value has no obvious advantage; perceived value and trust have positive impact on intention to accept TCM.