健康发展与政策研究2024，Vol.27Issue(4)：285-292,300,9.DOI:10.12458/HDPR.202407003
百姓需要怎样的惠民保:费用补偿还是健康促进?
Which kind of Huimin insurances do people need:cost compensation or health promotion?
摘要
Abstract
Objective This study aims to explore the influence of product design factors of Huimin insurance on people's purchase willingness from the perspective of demand side.Method Sample data were collected through a questionnaire survey,and a multi-factor logistic regression model was used to examine the impact of various factors on purchase intention.Results Among the design factors of Huimin insurances,coinsurance(P＜0.05),health management service(P＜0.01),deductible(P＜0.05)and insurance price(P＜0.05)are significant factors affecting residents'purchase intention.Among the factors related to insurance literacy,the depth of comprehension regarding Huimin insurance(P＜0.01)and the intention to buy other commercial insurance(P＜0.01)are vital factors affecting purchase intention.Conclusions The findings indicate that people's demand for Huimin insurance encompasses more than just cost compensation.There is a notable need for both cost compensation and health promotion.Insurance literacy also plays a crucial role in purchase intention.It is recommended that the government guide insurance companies to reorient the value proposition of Huimin insurance product,make full use of Huimin insurance promotion activities as a means to enhance health insurance literacy of the public,and foster the orderly and healthy development of the health insurance market.关键词
惠民保/费用补偿/健康促进/价值功能定位Key words
Huimin insurance/cost compensation/health promotion/value positioning分类
医药卫生引用本文复制引用
万广圣,李芬,阎建军,施毓凤,濮桂萍..百姓需要怎样的惠民保:费用补偿还是健康促进?[J].健康发展与政策研究,2024,27(4):285-292,300,9.基金项目
教育部人文社会科学研究规划基金项目(22YJAZH098) （22YJAZH098）
