广东药科大学学报2025，Vol.41Issue(3)：138-144,7.DOI:10.16809/j.cnki.2096-3653.2024111303
基于行为经济学理论的农村青年医保参保决策行为研究
Research on rural youth's medical insurance participation decision-making behavior based on behavioral economics theory
摘要
Abstract
Objective To explore the behavioral preferences in the decision-making process of rural youth regarding medical insurance participation,and to analyze the short-and long-term impacts of behavioral biases.Methods This study combed through the behavioral economics characteristics of rural youth's medical insurance participation decision-making and constructed a model by drawing on theories such as loss aversion and risk perception bias.Results Rural youth who were uninsured or had a poor reimbursement experience were resistant to medical insurance participation due to the influence of untrue media reports or reimbursement experiences.In the short term,the loss-aversion psychology(stemming from the tendency to avoid losses),information asymmetry(cognitive differences in urban and rural medical insurance),and risk perception bias(rural youth's underestimation of risks),combined with the economic pressure of multi-member families,reduced individual willingness to participate in medical insurance,leading to a decline in overall willingness.In the long term,the framing effect(affected by negative information on insurance participation),the demonstration effect(herd mentality in insurance-participation choices),the status-quo bias(maintaining the non-participation state),and the anchoring effect(referencing past insurance premiums)jointly caused the willingness to participate in medical insurance to continuously decline.Rural youth often referred to past premium payments.Due to economic pressure and cognitive limitations,they developed negative emotions and made irrational decisions regarding insurance participation,making it difficult to maintain their willingness to participate.Conclusion It is feasible to reform the medical insurance participation decision-making of rural youth from the perspective of behavioral economics.It is necessary to optimize top-level design,tell good medical insurance stories,enhance the accessibility of medical insurance rights and interests,and comprehensively strengthen medical insurance supervision to avoid improper insurance-participation behaviors,improve the sense of gain and satisfaction of rural youth in medical insurance participation,and provide theoretical support for enhancing their willingness to participate.关键词
医保参保/农村青年/行为经济学Key words
medical insurance participation/rural youth/behavioral economics分类
预防医学引用本文复制引用
王英杰,黄晓欣,刘思彤,马恒,韩玺,张秋..基于行为经济学理论的农村青年医保参保决策行为研究[J].广东药科大学学报,2025,41(3):138-144,7.基金项目
国家自然科学基金资助项目(72274040) （72274040）
