Research On The Influential Effects On Purchase Intention Of Integrating Of Medical Care And Pension In Kunming

The number of the elderly population in China has been increasing rapidly since 1990s.The aging of the population as well as the old-age care have become the main challenges faced by the social-economic development of our country not only at present but also for a long period of time in the future.In accordance with the complex situation,China has settled numerous policies for improving the integration of Pension Service with Medical Service,thus lead consumers to take into consideration of Medical-nursing combined Pension.However,according to related statistics,it is still a small number of the cooperation between the treatment and Pension Service based institutes,beds,medical care and old-age care institutions.The intention to purchase Integrating Pension Service with Medical Service quite sufficient and most of them in the wait-and-see stage.Taking current and potential consumers of treatment and convalesce based old-age care Kunming as the object of study,this thesis creates the model between consumer perceived value,involvement and purchase intention of it,applying questionnaires to obtain information.Based on the data processing of 397 valid questionnaires collected by SPSS24.0 software,the correlation analysis,regression analysis and adjustment regression analysis were carried out on the purchase intention of consumers in Kunming.This thesis stands on a consumer’s point of view to measure the value of treatment and convalesce based old-age care to them and the association between the service and them,and to explore the influencing factors.It comes to the following results:(1)Among the five dimensions of consumer perceived value,quality,monetary price,non-monetary price and emotional response have significant positive effects on consumer’s willingness to buy in treatment and convalesce based old-age care,while reputation had no significant effect on consumer’s willingness to buy.(2)In the three involving dimensions,advertising involvement,product involvement and purchase involvement have a significant positive impact on purchase intention.(3)The government policy has a significant positive influence on the purchase intention,and the government policy guides the quality,money price,emotional response,advertising involvement and purchase with a significant positive regulatory effectThis thesis puts forward some suggestions on how to improve the quality of service,to provide Medical-nursing combined Pension by hierarchical classification.to introduce the design for the aged,and to set up the internet medical care platform from enterprises;on the way to achieve the integration of medical and pension service resources,the training of professional personnel and the improvement of security mechanism from government.Besides,this thesis also provides references for both enterprises and government in terms of promoting and improving the combination of medical care and old-age services,formulating marketing strategies and developing the integration of pension service with medical service.