20 October 2014

Mr HUI Siu Fu Andrew, our DBA learning partner from Cohort 2011, awarded the Outstanding Marketer at 2014 China Marketing International Conference, Wuhan, China in July 2014

Mr HUI Siu Fu Andrew, our DBA learning partner from Cohort 2011, presented his research findings in July at 2014 China Marketing International Conference, Wuhan, China.  Our warm congratulations to Andrew for his achievement of being awarded the Outstanding Marketer at the Conference.   He also received the DBA Award in Research Design from the College of Business, CityU in recognition of his outstanding work early this year.

Abstract of Andrew’s research on  “Effects of Initial Trust in Doctors on Medication Purchase Intention of Chronic Disease Patients in Mainland China: An Empirical Approach”:

Initial Trust in Doctor (ITID) and its corresponding ascendants namely, hospital institutional trust, trusting beliefs and trust propensity of patients, on the medication purchase intention of chronic disease patients in Mainland China.

Design/methodology/approach – cross cities survey was conducted. 1,500 self-administrated questionnaires were distributed to patient groups in 24 hospitals located in 20 cities of 14 provinces and 994 effective questionnaires were collected to test hypotheses.

Findings – According to the results, this research supported the hypothesized positive effect of ITID and the sequential effects of the corresponding ascendants of initial trust on medication purchase intention of chronic disease patient. Practical suggestions about how to foster ITID was proposed based on the insights from the research findings and the practitioners’ point of view.

Originality/value – This research not only credits the validity of initial trust model proposed by Mcknight et al.,1998, in fact this study has extended the knowledge about the influence of initial trust on medication purchase intention to the context of the healthcare service in China. It may be one of the first empirical researches describing the impact of ITID chronic patients’ meditation purchase intention in China.  Based on the insights of the findings, this paper also provided some practical suggestions for related stakeholders to foster ITID in China.

Attachment: Outstanding Marketer Award 2014 | Abstract