Research On Satisfaction Of NRCMS Form The Perspective Of Psychological Distance

This paper builds a theoretical model about the NRCMS satisfaction from the perspective of psychological distance, using the survey data of 1244 farmers in 18 cities in Henan Province, using the latent variable analysis method(SEM) study inner factors of the farmers Satisfaction and its differences. The results showed that: the psychological distance is not the same, farmers’ expectations are different and it impact on satisfaction are different too. When his psychological distance is far, farmers’ expectations are negatively correlated with the NCMS satisfaction. When his psychological distance is close, farmers’ expectations are positively correlated. The NCMS satisfaction increases with the perceived quality and perceived value. The degree of contact with medical institutions has no significant effect on NCMS satisfaction. However, it will affects the psychological distance between the NCMS and farmers. Based on empirical findings, combined with present situation of Henan NCMS, we propose the following path selection: For the government, not only greatly improve the popularity of various preferential policies of the new rural cooperative medical system(Achieve remote reimbursement, solve the problem of remote reimbursement),but also improve the quality of services and the level of technical equipment of medical institutions NCMS, Management level NCMS agencies. Not only increase the NCMS propaganda, but also enhancing the government information openness and transparency. Let people truly understand the NCMS. In this process, gradually narrowing the psychological distance between the two. For the participation of farmers, anticipation is based on the past and present of a promise for the future. Psychological distance is different, expectations is also different. In high-construal situation, to meet their basic needs while enhancing their understanding of the NCMS, And gradually develop their sense of trust in the NCMS. In low-construal situation, Further understand the different needs of farmers after guaranteeing the basic needs, thus provide a more humane, professional services. In this case, High quality and high expectations will result in higher satisfaction. Enhancing the performance and operational efficiency of NCMS, Guide a new direction for the future development of NCMS.