The Research On Behavioral Intention Factors Of Publics’ Choice In Community Health Service

Objective:Community health services(Community medical institutions) were originated in the WHO, which aims to serve and improve the health of community residents.The responsibilities of Community health services were defined Clearly in China’s 12 th “ Five-Year ” Plan and the "new medical reform",meanwhile, the government has invested a lot of staff,resources and time to develop and build community medical institutions, but with little success, imbalance of medical resources, overload traffic in hospital, no visiting in community and grassroots hospitals to be resolved. This study aims to study the relevant situation of community medical institutions, taking the community medical institution in Guang Zhou citu as the main research object, study the influence factor of Publics,visitsing in the community medical institutions, find out the shortage of community medical institutions and the influencing factors of behavior intention of public selecting community medical institutions,according to the results of the survey, offering new proposals to enhance the competitiveness of community medical institutions,guiding the publics,visitsing to the community, promoting the development of community medical institutions and providing theoretical basis for the implementation of the new medical reform policy.Methods:Through literature research and consultation of lots of materials concerned, we found the general results that influencing factors of publics,visitsing in the community hospital are medical technology level, medical expenses, equipment and medicine, service level, environment and process of medical treatment, disease situation, taking the six influencing factors and behavioral intention as factors,setting the 3-5 dimensions as items for each factors through literature research,therefore, a questionnaire was formed. Through pre investigation and questionnaire, using SPSS 19.0 statistical analysis to test the reliability( Cronbach alpha reliability coefficient evaluation) and validity(KMO and Bartlett inspection)of the questionnaire with pre-survey results,and modify the questionnaire, a formal questionnaire survey is formed, take back formal questionnaire after discounting invalid questionnaire, establish the structural equation model by using AMOS21.0, the model was evaluated and appropriate modified according with the absolute fit index, the relative fit index and the simple fit index, finally obtain the results of statistics.Results:The final formal survey selected 23 community medical institutions in Guangzhou City, a total of 460 questionnaires were issued and 460 questionnaires were recovered, 424 valid questionnaires, the recovery rate is 92.2%. Through the analysis of 424 valid questionnaires, we found the result of demographic factors gender, health care situation has no significant difference on the publics,behavior intention in community hospital(P>0.05) with independent-samplet test, single factor variance analysis showed that age, occupation, education, monthly income has significant difference on the publics, behavior intention in community medical institutions(P<0.05), it showed that the age, occupation, education and monthly income of the demographic factors has influence on the public s,visiting in community medical institutions, the greater the age, the greater the behavior intention of the public to continue to visit the community medical institutions, the public like "teacher", "civil servants" has low intention to continue visit in the community medical institutions, and the higher the degree of public, the intention is lower, "junior middle school and below", "master" degree of public has great difference, the income factors showed a light effect on the behavior intention of community medical institutions. The factors of medical technology level, medical expenses, equipment and medicine, service level, environment and process of medical treatment, disease situation were analyzed by descriptive statistics,Public acceptance of community medical institutions medical technology level(3.30) is lower than the medical expenses(3.51), shown as "more agree", in the items of “ community medical institutions equipment and drugs”(3), the public’s acceptance is lower than the general level, service level factors(3.59), environment and process of medical treatment(3.59) factors have made a higher degree of recognition, the disease situation(3.15) showed a big difference, Public would choose the community medical institutions when they feel lighter illness, and have lower intention for suffering from the chronic disease. Finally, by constructing the structural equation model, the data is imported into the model, and the results show that the level of medical technology, environment and process of medical treatment, disease situation on the behavior intention path is significant(P<0.05).Conclusion: Public with lower age, higher education and occupation as "teachers", "civil servants" has lower intention for visiting community medical institutions, public is skeptical about the complete and progressiveness of community medical institutions equipment and medicines, they will visit the community medical institutions with mild illness. Through the analysis of the main influencing factors of the publics’ behavior intention of the community medical institutions(the medical technology level of community doctors, environment and process of medical treatment, and the disease situation of the public themselves), government should increase investment in community medical institutions, while give more support in the policy, making overall planning and arrangement for the development of community medical institutions, ensure the improvement of the software and hardware of community medical institutions, improve the medical technology level of community doctors, gradually increasing public satisfaction with the treatment of mild diseases in community medical institutions, community medical institutions should be determined in the urban primary medical and health institutions, by using the advantages of the distance, and process of the hospital, attracting more patients with common diseases and chronic disease choosing community medical institutions, expanding the scope of chronic diseases, carrying out activities in community health services to improve community medical institutions visibility.Finally, improve community first diagnosis system and two-way referral system contribute to the completion of the medical service network, also can attract the public into the community medical institutions.