Experimental Research On Information Intervention Affecting Farmers' Participation In Medical Insurance Behavior

At the beginning of 2016,the State Council proposed to integrate the urban resident basic medical insurance(hereinafter referred to as URBMI)and the new rural cooperative medical care(hereinafter referred to as NRCMS)and establish a unified basic medical insurance system for urban and rural residents(hereinafter referred to as medical insurance for urban and rural residents)to realize universal coverage for eligible residents.The coverage of medical insurance in urban and rural areas shall be stabilized at above 95 percent to realize the fair enjoyment of basic medical insurance rights and interests of urban and rural residents and promote the coordinated development of urban and rural economy and society.Ziyang City has implemented the basic medical insurance system for urban and rural residents without urban and rural household registration differences since January 1,2017,which has achieved good results since its operation.The coverage of medical insurance in Longmen Town,Lezhi County,Ziyang City is 94%.Why are there a few farmers who do not participate in the basic medical insurance,which has the nature of inclusiveness and welfare? What is the root cause of not participating in insurance? A large number of scholars have studies through questionnaires and found that factors influencing farmers not to take out the insurance mainly include self-assessment of family income level,education level and health status,as well as their awareness and recognition of policies.The lack of understanding of the information related to health insurance policy is one of the main reasons.Interviews with some uninsured farmers in Longmen Town,Lezhi County also confirmed this view.Therefore,this paper conducts a random field test on the impact of information intervention on farmers' participation in medical insurance in Longmen Town,Lezhi County.According to the overall situation of medical insurance for urban and rural residents in Lezhi County,taking the national insurance registration carried out in the province in September 2016 as an opportunity,this topic selected Longmen Town as the sample point of this survey.Firstly,20 households covering 40 people from 318 people who have not yet participated in the insurance were selected through quota sampling within the jurisdiction for household interviews or telephone interviews so as to understand the basic reasons of these uninsured people.Then the paper used the random number table method to determine the remaining 278 uninsured people as the study sample and divided into the experimental group and the control group.Next,the paper used the random field experiment to conduct telephone and information intervention on the medical insurance policy of the experimental group.The results showed that the participation rate of the experimental group was significantly higher than that of the control group through information intervention promoted by medical insurance policies.The effect of intention intervention was obvious.Combined with the experimental results,the paper further interviewed these two groups of insured farmers and found that the existing information dissemination channels and methods were single.The policy propaganda just copied original texts and the propaganda frequency was insufficient.The propaganda time was not suitable.These are all factors influencing farmers not to participate in insurance.This paper believes that the coverage of medical insurance of farmers can be improved through information intervention of medical insurance policies.The paper also propose specific ideas,methods and countermeasures to improve the rural residents' participation in insurance in Longmen Town from four aspects,including the optimization of the promotion of and methods of health insurance policies,the improvement of the overall quality of policy propaganda targets,the improvement of the participation and awareness of target groups on policies,the reservation of information feedback points,the establishment of the policy propaganda and supervision feedback mechanism.