Perceptions and Behaviors of Young Adults toward Traditional Chinese Medicine Wellness Centers: A K-Means Clustering Analysis based on Evidence from Shandong Province, China

Qingxue Xu; Qi Wang; Tingting Cui; Yizhen Hou; Yanbo Wang

doi:10.54691/wd7j3g68

Authors

Qingxue Xu Business School, Shandong University of Technology, Zibo 255000, Shandong, China
Qi Wang Business School, Shandong University of Technology, Zibo 255000, Shandong, China
Tingting Cui School of Economics, Shandong University of Technology, Zibo 255000, Shandong, China
Yizhen Hou Business School, Shandong University of Technology, Zibo 255000, Shandong, China
Yanbo Wang Business School, Shandong University of Technology, Zibo 255000, Shandong, China

DOI:

https://doi.org/10.54691/wd7j3g68

Keywords:

Traditional Chinese Medicine (TCM) Wellness Centers; Young Consumers; K-means Clustering; Consumer Profiling; Brand Communication.

Abstract

Against the backdrop of the Healthy China initiative, Traditional Chinese Medicine (TCM) wellness centers, as an emerging service model, have garnered significant attention through the integration of traditional wellness philosophy with modern health management, youth-oriented new products, and innovative marketing methods. Targeting young adults aged 18–34 in Shandong Province, China, this study obtained 388 valid responses via in-depth interviews and structured questionnaires. Employing K-means cluster analysis, respondents were categorized into three groups with low, medium, and high consumption propensity based on 4 dimensions, and corresponding user profiles were constructed. The results reveal that young adults generally experience sub-health conditions and exhibit a contradictory wellness behavior pattern of "simultaneous depletion and remediation," commonly referred to as "punk wellness" (an ironic consumer paradox). Their demand for TCM wellness centers is primarily oriented toward preventive health care but is constrained by cognitive deficits and accessibility barriers. Based on the clustering results, this study proposes targeted recommendations encompassing education and communication, service innovation, and the 4Ps marketing mix to promote the youth-oriented and sustainable development of TCM wellness centers.

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