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本文借用消费者行为理论中的情境效应模型,聚焦于个体在医药品选择阶段的分析。依据实际的医药品市场中药品的属性与特色,模拟无任何附加条件、(非)分析性信息提示、右(左)风险框架、急(慢)性病症的四种情境,分析个体在这四种情境下对于医药品的选择意愿。结果表明,在这四种医药品的选择情境中,都产生了折衷效应。并且,在分析性信息提示、右(左)风险框架、急性病症的情境下,折衷现象更为明显。这些分析结果能够为中药和西药两大类药品的竞争手段提供折衷路线的战略设想。
This paper borrows the context effect model of consumer behavior theory and focuses on the analysis of individuals in the phase of drug selection. Based on the actual properties and characteristics of the pharmaceutical products in the pharmaceutical market, we simulated four situations without any additional conditions, (non) analytical information prompts, right (left) risk framework, and acute (slow) Under the circumstances for the choice of pharmaceuticals. The results show that there is a trade-off effect in the selection context of these four medicines. And, in the context of analytical information hints, right (left) risk frameworks, and acute illnesses, the trade-off is even more pronounced. The results of these analyzes can provide a strategic plan for the compromise between Chinese medicine and Western medicine in the two competitive arms.