Exploring Hong Kong public attitudes and concerns about traditional Chinese medical treatments: a study on discussion forum responses

Purpose This study aims to analyze online responses to gain insights into public attitudes and concerns regarding traditional Chinese medicine (TCM) among Hong Kong residents. By addressing gaps in understanding public sentiment, this study contributes to the development of effective health-care policies. Design/methodology/approach Responses were collected from Baby-Kingdom.com using Python, gathering 17,568 TCM-related comments from 2016 to 2023. Analysis involved an eight-theme codebook and sentiment and semantic network analyses with DiVoMiner. Findings Most responses expressed positive sentiments and attitudes toward TCM. The analysis revealed recurring topics related to conditioning and specific diseases, including gynecological problems. Clinic service quality, fair pricing and convenient locations were also highlighted. Research limitations/implications This study examines the networked public sphere and the Theory of Planned Behavior regarding TCM, emphasizing online forums’ impact on attitudes and highlighting gaps in service access, using big data and an interdisciplinary approach. Practical implications The findings of this study from Baby-Kingdom.com emphasize the need to improve the accessibility of TCM-related discussions. An official platform for professionals is proposed, with government support for reliable information and partnerships with local universities to expand services. Originality/value This study provides valuable insights into the popularity of TCM in Hong Kong, which may encourage uptake and use of TCM services in the health-care sector in not only Hong Kong but also the Greater Bay Area, China and potentially other countries in the future.