To cure, to relieve, or to comfort? An exploration of the predictors of TCM usage intention among Chinese youth

Prior studies have demonstrated that Traditional Chinese Medicine (TCM) is commonly used among Chinese, but few researches mentioned the underlying factors of TCM usage intention, especially among young generation. Using Technology Acceptance Model, this paper explored the factors why people made the decision to use TCM. Results based on a sample of 213 undergraduate students indicated that, perceived usefulness of TCM and subjective norms (social influence) significantly predict attitudes (trust towards TCM), and trust explained whether people would choose TCM, while perceived ease of use (conceptualized as patient-doctor relationship) exerted no effect on trust and behavior intention (BI). Besides, individuals with long-term orientation were likely to consider TCM as an effective way for health treatment and had more interests in TCM. Although female could be more easily influenced by social affairs, they did not have a higher preference of TCM. Implications and future research directions are discussed.