Article published In: Media and communication as antecedents to the transformation agenda in Malaysia: Challenges and realities
Edited by Ali Salman
[Journal of Asian Pacific Communication 25:2] 2015
► pp. 305–322
Consumers’ attitudes toward advertising by traditional Chinese medicine practitioners
Published online: 11 December 2015
https://doi.org/10.1075/japc.25.2.11cha
https://doi.org/10.1075/japc.25.2.11cha
This study investigated consumers’ attitudes toward advertising by traditional Chinese medicine (TCM) practitioners, and how attitudes varied among different demographic groups and user experiences in TCM. A survey using quota sampling was conducted. Altogether 1,039 adults aged 20 or above in Hong Kong filled in an online questionnaire in March 2014. Factor analysis found that attitudes toward TCM advertising consisted of four underlying dimensions: information value of TCM advertising; benefits of TCM advertising; confidence in financial aspects of TCM; and doubts about TCM advertising. Consumers’ attitudes toward TCM practitioners were in general favorable. Respondents appreciated information value of TCM advertising, but held some skepticism and worries about it. Respondents perceived strongly that advertising by medical professionals would lead to increase in the cost of services. Respondents with TCM consultation experience demonstrated a more positive attitude toward TCM advertising than respondents without TCM experience. Practical implications and limitations were discussed. (149 words)
Keywords: advertising regulation, consumer perception, survey, culture, Health services
References (16)
admanGo. (2012). Advertising expenditure by product category in 2011. Retrieved from: [URL] (by subscription).
Au, A.K.M. (1997). Consumers’ attitudes towards professional advertising in Hong Kong. Services Marketing Quarterly, 15(2), 41–53.
Chan, K., Tsang, L., & Leung, V. (2013). Consumers’ attitudes toward advertising by medical professionals. Journal of Consumer Marketing, 30(4), 328–334.
Chan, M., Mok, E., Wong, Y., Tong, T., Day, M., & Tang, C. (2003). Attitudes of Hong Kong Chinese to traditional Chinese medicine and Western medicine: Survey and cluster analysis. Complementary Therapies in Medicine, 11(2), 103–109.
Chan, P.S. (1992). How to market professional services: A strategic approach. Management Decisions, 30(7), 46–53.
Chinese Medicine Council of Hong Kong. (2014). List of registered TCM practitioners. Retrieved from: [URL]
. (2011). Code of professional conduct for registered Chinese Medicine practitioners in Hong Kong. Retrieved from: [URL]
Chung, V., Wong, E., Woo, J., Lo, S.V., & Griffiths, S. (2007). Use of traditional Chinese medicine in the Hong Kong Special Administrative Region of China. The Journal of Alternative and Complementary Medicine, 13(3), 361–367.
Chung, V.C.H., Hillier, S., Lau, C.H., Wong, S.Y.S., Yeoh, E.K., & Griffiths, S.M. (2011). Referral to and attitude towards traditional Chinese medicine amongst western medical doctors in postcolonial Hong Kong. Social Science Medicine, 72(2), 247–255.
Dong, D., & Chan, K. (2014). Authorization, rationalization, and moral evaluation: Legitimizing acupuncture in Hong Kong’s newspapers. Paper presented at National Communication Association 100th Annual Convention, Chicago, IL, November 20-23.
Holroyd, E., Zhang, A., Suen, L., & Xue, C. (2008). Beliefs and attitudes towards complementary medicine among registered nurses in Hong Kong. International Journal of Nursing Studies, 45(11), 1660–1666.
Information Services Department, HKSAR Government. (2012). Hong Kong: The facts- population. Retrieved from: [URL]
Lam, T.P. (2001). Strengths and weaknesses of traditional Chinese medicine and Western medicine in the eyes of some Hong Kong Chinese. Journal of Epidemiology and Community Health, 55(10), 762–765.
Medical Council of Hong Kong. (2009). Code of professional conduct for the guidance of registered medical practitioners. Retrieved from: [URL]
Cited by (4)
Cited by four other publications
Sierra, Jeremy J., Michael R. Hyman & Anna M. Turri
Zwier, Sandra
Oumlil, A. Ben & Joseph L. Balloun
This list is based on CrossRef data as of 13 november 2025. Please note that it may not be complete. Sources presented here have been supplied by the respective publishers. Any errors therein should be reported to them.