Reseach On Antecedents Of Urban Resident’s Trust In Private Medical Institutions

Medical has been the problem of most concerned about, the most direct and themost realistic interests of residents. With development of China medical and health,and improvement of living standards of residents,People are pay more attention tomedical and the demand of medical service with high quality is growing, Chinamedical service market present a strong growth momentum.at the moment.Along withthe current health care reform deeply,the new reform and12th five-year planningcleared so many policy barriers for he development of private medical institutions,private medical institutions gained great support and encouragement and is expectedto spread equal competition with public hospital to pursue long-term development.However, in the process of development, private medical institutions is facing seriouscrisis of trust from urban residents.how to win the trust of urban residents become toan important issue.The field of psychology has started the study on trust in the early1950first, bythe1970s, course an wide concern of social science, the study of trust in marketingfield has also got lots of achievement. The research on trust of private hospital inMarketing often rely on the problem of the medical service market, research mainlyfocus on the development of medical services industry and consumer behavior inmacroscopic view. Only a little empirical analysis,but at present,in Chinese medicalmarket，urban resident’ behavior have been changed from seeking medical service tochoosing medical service. to win the trust of urban resident has a profound meaningfor private medical institutions to maintain marketshare in such an increasinglycompetitive market.This papertaking Trust theory and cause of trust theory as the researchbackground, reference to the literature earlier and combining with the current situation and development tendency of private medical institutions, to exploreantencedent variables of trust of urban resident to private medical institutions andputs forward the theoretical model and the research hypotheses chose urban residentin Changchun as the research subjects,through random sampling and withquestionnaire survey, we collected354replieswhich are effective. then we use SPSSto descriptive statistical analysis,reliability and validity test of the scale,and then onthis basis correlation and regression analysis, finally through the analysis of datavalidation hypothesis,get two factors are hospital and the doctor, five dimensionsincluding the strength of the hospital, medical environment, Information transparency,professional skills and communicate ability of doctor,all of them are antencedentvariables of trust of Chineses urban resident to private medical institutions and havepositive influence on trust.on the basic of conclusions,we offer six marketingsuggestions for private medical institutions to won the trust of urban resident.Atlast,the paper point out the limitation of this study and the future direction of research..The innovation of this study is focus on antencedent of trust,and combined withthe empirical study of private medical institutions. Firstly， this study advances thecause of trust etheory and application field, Secondly, this study find out abreakthrough for private medical institutions to wan the trust of urban resident,has asignificance for trust marketing. This study not only has a positive contribution forpromoteing sustainable development of medical and healthy service， but alsoprovides reference for other industries on research.