消费者对药品的感知风险与风险态度研究

A Study on Consumers' Drug Perceived Risk and Risk Attitude

消费者对药品的感知风险与风险态度之间存在显著负相关关系。在感知风险方面,消费者对药品的感知风险与对毒胶囊事件说法的认识、宗教信仰以及相关信息搜索具有显著正相关关系,与相关部门处理措施的满意度和专业背景具有显著负相关关系;在风险态度方面,消费者对药品的风险态度与其宗教信仰、体检频率具有显著正相关关系,与个人卫生习惯、医疗保险具有显著负相关关系。因此,在药品危机恢复阶段,管理部门、行业协会、药品生产者应采取积极有效的措施进行善后处理,重塑公众信任,指导消费者安全用药、合理用药;强化媒体作为主要的社会监督力量在药品安全事件中的作用;消费者应客观、科学地认识药品安全事件,避免陷入恐慌。

The correlation between perceived risk and risk attitude of drugs is significantly negative. In terms of perceived risk,there is a significant positive correlation between the perceived risk on drugs and knowledge of poison capsule,religion and related information search,while the effect of government measures satisfaction and professional background is opposite. In terms of risk attitude,religion,physical examination frequency has a significant positive impact on it,while personal habit and medical insurance are showing the negative impact. So,at the recovery stage of drug crisis,first,the related governments,industrial associations and drug producers should adopt the effective afterward measures,rebuild public trust,and lead the consumers to take medicine safely and rationally;second,they should strengthen the social supervisor role of media in drug safety;and third,the consumers should fully understand the implication of drug safety and avoid to be in panic.