Abstract:

Objectives: To explore the views of non-users on the perceptions about the influence of ‘Country of origin & Image’ on Traditional Chinese Medicine treatment. Methods: Qualitative study incorporating 20 non-users in Malaysia. The study outlined a single flexible model of the country of origin approach exploring the perception of COI on TCM within the context of non-users. The study sample for the qualitative study was chosen by purposive sampling. Research participants were recruited on the basis of having knowledge about Traditional Chinese Medicine, never seek treatment from Traditional Chinese Medicine professional and age above 18 years old. Results and conclusion: The study resulted in the following themes: country image; physician image; and traditional Chinese medicine image. The study suggests Country image is the important factor of TCM image, followed by physician image and TCM image. A focus on the overall image of TCM medical treatment may motivate non-users to utilize TCM medical treatment during illness.