Perception of acupuncture among users and nonusers: A qualitative study

Kara Chan*, Judy Yuen-man Siu, Timothy K. F. Fung

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

11 Citations (Scopus)
152 Downloads (Pure)


This study uses a qualitative methodology to examine the perception of acupuncture among users and nonusers. Altogether 37 participants, age 35 or older, were interviewed. Participants’ perception of advantages and disadvantages of adopting acupuncture, and their criteria in selecting acupuncturists, were collected. Results found that among the user group, acupuncture was perceived as being effective, having little side effects, and generating lasting impact. Among nonusers, acupuncture was perceived as lacking a clinical base, high risk, and nonstandardized. Nonusers had less confidence in acupuncture than biomedicine. Participants relied on social communication and the practitioner’s professional qualifications in choosing acupuncturists. Marketing implications are discussed.

Original languageEnglish
Pages (from-to)78-93
Number of pages16
JournalHealth Marketing Quarterly
Issue number1
Publication statusPublished - 2 Jan 2016

Scopus Subject Areas

  • Health Professions(all)
  • Marketing

User-Defined Keywords

  • Acupuncture practices
  • China
  • consumer psychology
  • focus group study
  • Hong Kong


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