Influence of Degree of Chinese Cultural Identity and Performance Expectation on Consumption Attitude for Health Care of Traditional Chinese Medicine

There are some advantages of traditional Chinese medicine in anti-COVID-19, and more and more Chinese people are beginning to accept health care of Traditional Chinese Medicine (TCM). By selecting two important independent variables, degree of Chinese cultural identity and performance expectation, their influence mechanism on the consumption attitude of health care for TCM is studied. The results show that the two dimensions of degree of Chinese cultural identity significantly affect the consumption attitude of health care for TCM, and the surface recognition dimension negatively affects the behavioral attitude of health care for TCM. The deep behavioral dimension has a positive impact on the consumption attitude of health care for TCM. Performance expectation has a positive impact on the consumption attitude of health care for TCM. Chinese cultural identity and performance expectation have a positive interaction on the consumption attitude of health care for TCM.