Background There is growing evidence that highly educated young people from economically developed regions are becoming the main users of traditional Chinese medicine (TCM) .
Objective This study adopts a combined variable-centered and person-centered approach grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT) model to explore the factors influencing acceptance of TCM. It examines variables such as demographics, chronic disease status, health literacy, traditional cultural identity, and scientific thinking, with a particular emphasis on parents' willingness to seek TCM pediatric treatments for their children.
Methods From July to September 2023, a total of 717 parents were conveniently sampled from a kindergarten, primary school, and middle school in Guangdong Province and surveyed via the self-developed DiggMind online psychological assessment platform. Parents' demographic variables (i.e., gender, age, education, occupation, residence, and chronic illness) were collected, and the six dimensions of the UTAUT model as well as three additional influencing variables (i.e., health literacy, traditional cultural identity, and scientific thinking) were measured using a 6-point Likert scale (with higher scores indicating greater alignment with the respondent's situation). The data were analyzed using path analysis, latent profile analysis, and Logistic regression analysis.
Results The UTAUT model accounted for 72% of the variance in intentions and actual behaviors related to the use of TCM pediatrics. The latent profile analysis of the six dimensions of the UTAUT model—performance expectancy, social influence, facilitating conditions, risk awareness, usage intention, and usage behavior—showed that the current sample was optimally categorized into four subgroups. These subgroups, reflecting increasing levels of acceptance toward TCM pediatrics, were labeled as "Resistant""Skeptical""Accepting"and "Firmly Committed". Parents' scientific thinking and traditional cultural identity demonstrated a significantly positive impact on the acceptance of TCM pediatrics (P<0.05), whereas variables such as education level, type of residence, and occupational prestige showed no statistically significant effects (P>0.05) .
Conclusion This study reveals that the true driving force behind the "higher intellectuals" group's trust in TCM culture lies in their intrinsic qualities, rather than external factors such as education, occupation, or residence. These findings serve as a bridge facilitating the integration of modern scientific theories with traditional medical practices.
