CAJ | 학술논문

作为我国传统医学，中医药服务具有“简、便、廉、验”等优势，是医疗卫生服务的重要组成部分。在西医的冲击下，中医药服务质量如何完善、凸显其优势以获得广大居民认可成为亟需解决的重要问题。本文以行为与社会科学为视角，基于社会学习理论系统考察影响居民对中医药服务认可度的相关因素，构建居民中医药服务认可度的结构方程模型，并通过AMOS17．0和SPSS软件对实证数据进行深入分析，得出以下结论：居民的中医药服务接触质量、自身情感情况和受影响程度对认可度产生直接影响；居民的个体认知和信任度对认可度没有影响；居民对中医药技术的认可是中医药服务认可度的最主要来源。最后，基于上述结论对区域进行中医药服务质量改进和服务推广提供理论支持和政策建议。
작위아국전통의학，중의약복무구유“간、편、렴、험”등우세，시의료위생복무적중요조성부분。재서의적충격하，중의약복무질량여하완선、철현기우세이획득엄대거민인가성위극수해결적중요문제。본문이행위여사회과학위시각，기우사회학습이론계통고찰영향거민대중의약복무인가도적상관인소，구건거민중의약복무인가도적결구방정모형，병통과AMOS17．0화SPSS연건대실증수거진행심입분석，득출이하결론：거민적중의약복무접촉질량、자신정감정황화수영향정도대인가도산생직접영향；거민적개체인지화신임도대인가도몰유영향；거민대중의약기술적인가시중의약복무인가도적최주요래원。최후，기우상술결론대구역진행중의약복무질량개진화복무추엄제공이론지지화정책건의。
Traditional Chinese Medicine ( TCM) is an important part of primary health care services with the advantages of simplicity, convenience, low costs, and effective examinations. Under the influence of Western Medi-cine, improving the enterprise advantages of TCM becomes an imminent issue to resolve. With the perspective of be-havioral and social sciences, the paper systematically reviews the factors which impact the consumer acceptance of TCM in primary healthcare services and constructs the corresponding structural equation model based on the social learning theory. Meanwhile, AMOS17. 0 and SPSS were used to process empirical data. The paper presents the fol-lowing important conclusions: service encounter quality, emotional well-being and the influence degree are signifi-cantly correlated with the consumer acceptance of TCM;there is no significant relationship between individual-cogni-tion and consumer acceptance of TCM;consumer trust is not related to consumer acceptance of TCM;TCM technolo-gy acceptance is the major source of consumer acceptance of TCM. Finally, this paper introduces the policy recom-mendations of improving and promoting the service quality of TCM.