Factors influencing the choice of traditional medicine clinics among residents of An Giang Province

Building on the previously established theoretical framework, this paper empirically examines the factors influencing the choice of traditional chinese medicine services among residents of An Giang province. Primary data were collected from 250 respondents through a quantitative survey and analyzed using multiple linear regression. The results show that three factors have a positive effect on patients’ decisions, ranked in descending order of influence: Convenience, Brand Reputation, and Medical Examination and Treatment Conditions, a newly integrated factor combining cost and facility-related attributes. Notably, the study finds no statistically significant evidence of the effects of Medical Examination and Treatment Quality or Reference Groups on service choice. These empirical findings offer important implications for healthcare facilities and policymakers in developing traditional chinese medicine service networks that are more closely aligned with the actual needs of local communities.