Research On The Public's Demand For Knowledge Of National "Famous Medical Studio" And The Influencing Factors Of Its Utilization

Objective:This research under the background of the era of Internet+,with public value creation,stakeholders,media evolution,knowledge sharing symbiosis theory as the foundation of research,on the one hand,investigating the public demand of the country's "famous doctor studio" knowledge of traditional Chinese medicine the status quo,on the other hand,based on the theory of planned behavior,using state to the public "famous doctor studio" the will of the Chinese medicine knowledge and the actual use of behavior of confirmatory analysis,the factors which influence the behavioral attitude,subjective norm,perceived behavioral control,the influence of the behavioral intention and actual behavior between mechanism,put forward the corresponding countermeasures and Suggestions,It is expected to promote the public's utilization of TCM knowledge in the national "famous doctor's studio",improve the health literacy of the whole people,and create greater public health value.Methods:Residents of jiangsu,zhejiang,henan,guangdong,liaoning,jiangxi and heilongjiang provinces were taken as the main subjects of the survey.Sample data were obtained through commissioned survey,and 1,114 valid questionnaires were recovered.SPSS23.0 was used to conduct descriptive statistical analysis,contingency table analysis,reliability test and exploratory factor analysis of the recovered effective data,and AMOS26.0 was used to conduct confirmatory factor analysis of the scale,test and modify the model,and the mediating effect analysis of the endogenous latent variable behavioral intention was conducted to verify whether the relevant hypothesis was valid.Results:The results of the study showed that the residents with different health conditions,whether they or their relatives and friends are engaged in TCM related occupations,and whether they have medical treatment experience of TCM have statistically significant differences in whether they think TCM knowledge of "famous doctor's studio" is helpful to their health.However,there was no statistical difference in the difference between residents'knowledge of chronic diseases and that of "famous doctor's workshop".At the same time,residents with different health conditions,no chronic diseases,whether they or their relatives and friends are engaged in TCM related occupations,and whether they have medical experience have significant differences in the demand for TCM knowledge in "famous doctor studios".The empirical research results of structural equation model show that the correlation test coefficients of exogenous latent variables behavior attitude,subjective norm and perceptual behavior control are all greater than 0.5,and the correlation hypothesis is established through the test.Behavioral intention behavioral attitude;Behavioral intention ? subjective norm;Behavioral intention?perceptual behavioral control;Actual behavior?behavioral intention;Actual behavior?the research hypothesis of perceptual behavior control is verified,all of which are proved to be valid,and the path coefficient is obvious.Behavior intention in the path behavior attitude? behavior intention?actual behavior;Subjective norm?behavioral intention?actual behavior;The mediating effect hypothesis of perceptual behavior control?behavioral intention?actual behavior is proved to be true by the test.Conclusions:There is a moderate correlation between the three latent variables of the public's behavior attitude,subjective norm and perceived behavior control with the knowledge of TCM in the "famous doctor's workshop".The behavioral attitude,subjective norms and perceived behavioral control of the public's utilization of TCM knowledge in the national"famous doctor's workshop" have significantly positive influence on the utilization intention.The behavioral intention and perceptual behavioral control based on the TCM knowledge of the national "famous doctor's studio" have significantly positive influence on the actual behavior.Public use of "famous doctor studio" knowledge will respectively in behavioral attitude,subjective norm,perceived behavioral control play a mediation role on the relationship between the actual behavior,explains the public well by countries' studio "famous doctor of traditional Chinese medicine knowledge of behavioral attitude,subjective norm,perceived behavioral control,the influence mechanism between behavioral intention and actual behavior.Based on this,it puts forward countermeasures and Suggestions for formulating policies and measures,increasing publicity and popularization,strengthening media cooperation,and implementing the medical security system.