Perception of acupuncture among users and nonusers: A qualitative study

This study uses a qualitative methodology to examine the perception of acupuncture among users and nonusers. Altogether 37 participants, age 35 or older, were interviewed. Participants' perception of advantages and disadvantages of adopting acupuncture, and their criteria in selecting acupunctu...

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Bibliographic Details
Published in:Health marketing quarterly 2016, Vol.33 (1), p.78-93
Main Authors: Chan, Kara, Siu, Judy Yuen-man, Fung, Timothy K. F.
Format: Article
Language:English
Subjects:
Acupuncture
Acupuncture practices
Adult
Behavioral decision theory
China
consumer psychology
Criteria
Female
focus group study
Focus Groups
Health administration
Health Knowledge, Attitudes, Practice
Hong Kong
Humans
Interviews as Topic
Male
Marketing management
Patient Satisfaction
Perceptions
Qualifications
Qualitative Research
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Summary:This study uses a qualitative methodology to examine the perception of acupuncture among users and nonusers. Altogether 37 participants, age 35 or older, were interviewed. Participants' perception of advantages and disadvantages of adopting acupuncture, and their criteria in selecting acupuncturists, were collected. Results found that among the user group, acupuncture was perceived as being effective, having little side effects, and generating lasting impact. Among nonusers, acupuncture was perceived as lacking a clinical base, high risk, and nonstandardized. Nonusers had less confidence in acupuncture than biomedicine. Participants relied on social communication and the practitioner's professional qualifications in choosing acupuncturists. Marketing implications are discussed.
ISSN:0735-9683
1545-0864
DOI:10.1080/07359683.2016.1132051