企业经济
企業經濟
기업경제
Enterprise Economy
2011年
6期
188~192
,共null页
OTC药品 风险认知 健康风险决策 混合作用
OTC藥品 風險認知 健康風險決策 混閤作用
OTC약품 풍험인지 건강풍험결책 혼합작용
over-the-counter drugs; risk perception; health risk decision-making; mixed effect effect
自我药疗行为的普及以及OTC药品的市场化,加速了药品的商品化进程。然而,药品的消费行为附带健康风险。本文基于这个假设,提出了混合作用模型,目的是分析消费者选购OTC药品时的健康风险决策的内在机理。通过设定健康关注度和医疗认可度作为个体差异变量、风险框架作为购买状况变量、风险认知作为中介变量,使用线性回归模型和判别回归模型分析个体的药品选择规律。研究发现,在风险框架下,个体的健康关注度、医疗认可度与风险认知存在一定的关系。同时,将风险框架、风险认知、个体因素用来判别消费者的OTC药品选购决策有显著的意义。
自我藥療行為的普及以及OTC藥品的市場化,加速瞭藥品的商品化進程。然而,藥品的消費行為附帶健康風險。本文基于這箇假設,提齣瞭混閤作用模型,目的是分析消費者選購OTC藥品時的健康風險決策的內在機理。通過設定健康關註度和醫療認可度作為箇體差異變量、風險框架作為購買狀況變量、風險認知作為中介變量,使用線性迴歸模型和判彆迴歸模型分析箇體的藥品選擇規律。研究髮現,在風險框架下,箇體的健康關註度、醫療認可度與風險認知存在一定的關繫。同時,將風險框架、風險認知、箇體因素用來判彆消費者的OTC藥品選購決策有顯著的意義。
자아약료행위적보급이급OTC약품적시장화,가속료약품적상품화진정。연이,약품적소비행위부대건강풍험。본문기우저개가설,제출료혼합작용모형,목적시분석소비자선구OTC약품시적건강풍험결책적내재궤리。통과설정건강관주도화의료인가도작위개체차이변량、풍험광가작위구매상황변량、풍험인지작위중개변량,사용선성회귀모형화판별회귀모형분석개체적약품선택규률。연구발현,재풍험광가하,개체적건강관주도、의료인가도여풍험인지존재일정적관계。동시,장풍험광가、풍험인지、개체인소용래판별소비자적OTC약품선구결책유현저적의의。
The popularity of self-medication behavior and the market of over-the-counter drugs accelerate the process of the drugs commercialization.However,the consumption behavior of the drugs is accompanied with hidden health risks.Based on this assumption,this paper has proposed synergy model to analyze the inherent mechanism of health risk decision-making when consumers buy OTC drugs.Set the degree of health concerns and medical recognition as the individual differences variables,the risk framework as the purchase state variables,risk perception as a risk confirm variables,use the discriminates regression model to analysis individual drug choice regular pattern.The study has found that the synergy effect with drug selection in the risk framework,health concerns degree and medical recognition degree of individual affect the risk perceptions level,strengthen behavior of an their risk aversion or risk taking,and lead to individual do compromise decision-making for OTC drugs.
