Abstract
Purpose: Understanding individual’s treatment modality related preference and choice-behavior is prerequisite for equitable distribution of community medicine and Health Human Resource planning. Standard models emphasize on demographic determinants and need-based perception, loosely incorporating social affecters, cognitive components and personality trait. This study addresses these factors separately and integrates into a statistically valid model. Methodology: Cross sectional study with sample size n=300 and 30 point questionnaire. Items are treated with exploratory factor analysis and regressed with preference and choice. Maximum likelihood estimates led to a path model. Results: 40.3% prefer CAM and 51.3% used it in last 12 months. Male, people with higher education, low disease burden and making decision in-group, choose CAM and believe Conventional Medicine has side effect, CAM cures all disease, cheaper and usage along-with Conventional Medicine, is better. Extraversion has positive (B=0.693,p<0.001), Conscientiousness (B=-.306,p<0.001) has negative effect on CAM usage. The integrated model shows 12 months usage score has strong negative prediction to stated CAM preference, whereas cognitive component is strongest predictor of CAM preference and conscientiousness acts negatively on choice and preference. Disease burden acts as need factor and social effect as external influence over CAM preference. Conclusion: Separately, demographic, cognitive, social factors, disease burden and personality traits influence treatment decision but the integrated path model shows factors act differently on preference and choice behaviour and also at different levels. This understanding will contribute to modify the existing conceptual models of healthcare utilization, facilitating the healthcare strategic planning and distribution system, related to health human resource management
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