FBL student Hong Chi Kit and Prof. Alessandro Lampo received the “Best Research Paper Award” at the 17th International Conference of AGBRP
FBL student Hong Chi Kit and Prof. Alessandro Lampo received the “Best Research Paper Award” at the 17th International Conference of AGBRP
29
Dec
29/12/2022
MBA student Hong Chi Kit (Cyrus) and Prof. Alessandro Lampo from FBL received the “Best Research Paper Award” for their Conference Paper titled “Consumers’ Adoption of Molecular Chinese Medicine (MCM) in Macau: A Value-based approach” at the 17th International Conference of the Academy of Global Business Research and Practice (AGBRP 2022) held in hybrid mode in Dubai, UAE in the period 20-22 December 2022.
MBA student Hong Chi Kit (Cyrus) and Prof. Alessandro Lampo from the Faculty of Business and Law received the “Best Research Paper Award” for their Conference Paper titled “Consumers’ Adoption of Molecular Chinese Medicine (MCM) in Macau: A Value-based approach” at the 17th International Conference of the Academy of Global Business Research and Practice (AGBRP 2022) held in hybrid mode in Dubai, UAE in the period 20-22 December 2022.
The event was organized by the Academy of Global Business Research and Practice (AGBRP), an organization that is dedicated to promoting academic research and facilitating effective teaching and student learning. The conference aimed to address business and economic recovery management in an environment impacted by health risks and geopolitical uncertainties.
About the Winning Paper:
Molecular Chinese Medicine (MCM) is a recent method of manufacturing and dosing prescriptions with several advantages over Traditional Chinese Medicine (TCM). MCM is highly dissoluble, tastes better than traditional decoctions, and the active principles are easily absorbed. In spite of clear benefits, consumers’ intentions remain unclear due to the novelty of the technique. Therefore, an assessment of individuals’ perceptions is relevant since molecular medicine is redefining how scientists understand and treat diseases in the region.
The paper adopts an innovative value-based approach to study how the individuals’ perceived benefits and sacrifices impact the overall value perception of MCM, and in turn influence the behavioral intention to use the medicaments. For this purpose, a sample of Macau residents was analyzed. The result showed that although MCM may be still far from mainstream adoption, respondents expressed positive intentions toward it. In order to encourage consumers to adopt MCM, marketers should design communication strategies based on the different sources of value (discussed in the paper). Future studies should also investigate other factors influencing consumers’ intentions to adopt medical innovations.
The authors feel that additional research in this area is important, because not only does TCM play a vital role in Macau’s public health care system, but it is also one of the industries that have been designated to diversify the local economy and reduce the city’s over-dependence on the gaming industry.
Biographical notes:
Hong Chi Kit, Cyrus, is an MBA student at the University of Saint Joseph currently researching the relationships between consumer behavior and Traditional Chinese Medicine. Since 2021 he worked for Authenmole (Macau) Traditional Chinese Medicine Technology Limited, where he is responsible for product development.
Alessandro Lampo is an Assistant Professor at the University of Saint Joseph, Faculty of Business and Law, in Macau SAR, China. His academic background includes a Ph.D. in Business Administration with a focus on Consumer Behavior. Among his primary research interests are sustainability and the consumers’ adoption of technologies in China’s Greater Bay Area.
