Table 2 Loadings, Cronbach’s alpha, average variance extracted (AVE), and construct reliability (CR) of the measurement model

 A₁

I extremely trust traditional Chinese medicine (TCM)

5.50

1.070

2.856

0.883

 A₂

I am very concerned about TCM

4.89

1.333

2.000

0.801

 A₃

I’d very much like to accept TCM theory

5.56

1.149

2.997

0.887

 A₄

I think TCM is effective

5.77

0.953

2.586

0.861

 A₅

I think TCM is safe

5.62

0.959

1.618

0.725

 BI₁

I would like to use TCM in the future

5.51

1.149

2.210

0.847

 BI₂

I would recommend relatives, friends and colleagues to choose TCM

5.39

1.171

4.071

0.926

 BI₃

I would say positive things about TCM to others

5.55

1.116

4.034

0.922

 BI₄

I would encourage others to use TCM

5.36

1.208

4.336

0.925

 K₁

I know the basic theory of TCM

4.38

1.426

2.940

0.909

 K₂

I know the medicine of TCM

3.98

1.410

2.973

0.891

 K₃

I know the diagnosis of TCM

4.00

1.452

3.058

0.893

 K₄

I know the diet of TCM

4.46

1.437

2.624

0.880

 PBC₁

I have time to receive TCM services

5.29

1.157

1.508

0.745

 PBC₂

I am economically capable to receive TCM services

5.42

1.158

1.644

0.681

 PBC₃

I have the ability to decide whether to choose TCM

5.93

0.913

1.508

0.664

 PBC₄

I can share my knowledge and experience of TCM with others

5.22

1.306

1.525

0.766

 PBC₅

I can overcome my difficulty in choosing TCM

5.18

1.233

1.407

0.716

 PSQ₁

The TCM services provide their service at the time they promise to do so

5.22

1.090

1.792

0.746

 PSQ₂

Personnel of the TCM services react promptly to my requests

5.12

1.087

2.342

0.845

 PSQ₃

Personnel of the TCM services are polite

5.47

1.048

2.738

0.862

 PSQ₄

Personnel of the TCM services give me personal attention

5.27

1.116

3.639

0.872

 PSQ₅

Personnel of the TCM services communicate carefully with me

5.45

1.026

2.969

0.863

 S₁

My chief complaints can be addressed after receiving TCM

5.23

1.130

3.907

0.916

 S₂

I feel better after receiving TCM

5.43

1.093

4.493

0.934

 S₃

TCM can fulfill my expectation of treatment

5.27

1.142

3.870

0.924

 S₄

I am satisfied with the last curative effect

5.18

1.191

3.359

0.907

 SN₁

My family and friends support me to choose TCM

5.40

1.084

1.898

0.842

 SN₂

My family and friends think I should choose TCM

4.83

1.094

2.136

0.825

 SN₃

My family and friends will choose TCM

5.10

1.123

2.176

0.831

 SN₄

My family and friends choose TCM, I would make the same choice

4.97

1.260

1.721

0.824