IECE Transactions on Social Statistics and Computing | Volume 1, Issue 2: 72-82, 2024 | DOI:10.62762/TSSC.2024.970448
Abstract
With the innovative development of Chinese medicine and the implementation of the Great Health Strategy in China, the food and medicine industry has ushered in new development opportunities. However, the development of Chinese medicine also faces the challenges of irrational resource allocation and governance modernisation. This study aims to explore the influence of Chinese medicine cultural identity on the consumption intention of medicinal diets, and the role of perceived consumption value and perceived consumption risk in this process. This paper constructs a research model based on cultural identity theory, perceived risk theory and consumption value theory, and analyses the survey dat... More >
Graphical Abstract
