市场营销-消费者自我药疗行为现状分析论文.docxVIP

消费者自我药疗行为现状分析 【摘要】本文主要针对自我药疗的影响因素进行探究，根据研究模型，探讨自我感知风险与自我药疗的关系，通过寻找自我感知风险的影响因素，探究自我感知风险对自我药疗的影响。研究发现： 第一，当疑似疾病的染病概率低（即罕见病），且症状数量多时，风险感知水平更高。相反，当疑似疾病的染病概率高（即常见病），且症状数量少时，风险感知水平更低。第二，风险感知水平对自我药疗影响显著，当患者感知到的风险水平较低，更倾向于选择自主性更强的自我药疗。第三， 在决定是否就医时，住处到医院和诊所的距离并不会显著影响个人进行自我药疗的行为。也就是说患者之所以选择自我药疗，并不是因为就医距离太远，而选择自我药疗作为替代。 【关键词】自我药疗；健康风险感知；影响因素 Analysis on the current situation of self-medication behavior of consumers [Abstract]This paper mainly explores the influencing factors of self-medication, according to the research model, we discusseed the relationship between self-perceived risk and self-medication, and explored the impact of self-perceived risk on self-medication by looking for the influencing factors of self-perceived risk. Research findings: First, when the probability of suspected diseases is low (i.e. rare diseases) and the number of symptoms is large, the level of risk perception is higher. On the contrary, when the probability of suspected diseases is high (i.e. common diseases) and the number of symptoms is small, the risk perception level is lower. Second, the level of risk perception has a significant impact on self-medication. Third, when deciding whether to see a doctor or not, the distance from the residence to the hospital and clinic does not significantly affect the individuals behavior of self-medication. That is to say, the reason why patients choose self-medication is not because the distance to see a doctor is too far and choose self-medication as an alternative. [Key words]self-medication health risk perception influencing factors 目 录 TOC \o 1-3 \h \z \u 1.绪论 1 1.1研究背景 1 1.2研究问题 2 1.3研究意义 2 1.4研究方法 3 1.5研究技术路线 4 2.理论背景 5 2.1对自我药疗的研究 5 2.2染病概率与自我感知风险 6 2.3距离与自我药疗 6 2.4自我药疗的概念 7 2.5自我药疗的行为结构 7 3.实证分析 8 3.1样本描述 8 3.2研究一：猪流感VS.普通感冒 10 3.2.1. 实验方法和程序 10 3.2.2 操纵检验 11 3.2.3. 分析和结果 11 3.2.4. 讨论 14 3.3研究二：X疾病 15 3.3.1. 实验方法和程序 15 3.3.2. 操纵检验 15 3.3.3. 分析和结果 16 3.3.4. 讨论 19 4.