Research On The Demand And Influencing Factors Of The Elderly's Market Oriented Home Care Service

The problem of aging population is serious in China,and the function of traditional family support is weakening.Home care is the preference of most old people.In recent years,a series of policy documents have been introduced to guide the market-oriented development of home care service,but the development situation is not satisfactory.This study takes Jiangsu Province as an example.Based on the summary of the home care service status,through a questionnaire survey,this paper analyzes the demand and influencing factors of the elderly's market-oriented home care service.From the perspective of market demand,this paper explores the reasons impeding the development of home care services,and finally puts forward some countermeasures and suggestions.Through the analysis of the marketed oriented home care service,we find that:(1)the demand for home care service of the elderly is large,home care services have a broad market prospects;(2)although the elderly have much demand for home care service,their willing to pay is low;(3)the elderly's demand contents are varies,more for life care and health care services,less for cultural and entertainment services;(4)the elderly's willingness to pay for the marketed oriented home care services is low and it is consistent with their ability to pay.Through the analysis of the demand for marketed oriented home care service and influence factors,we find that:(1)the demand level is higher for high income elderly;(2)though high consume restricts the need for home care service,some elderly people are willing to pay higher fees for obtaining services;(3)the demand is higher if they prefer home care services than other forms;(4)the higher the child support opportunity cost is,the higher the willing to pay for home care services;(5)in addition,personal factors such as age,marital status,health status,intergenerational relations,education,the way of living and regions have different influences on the consume willingness.Based on the research,we should firstly define the responsibility and function of the government in home care services;secondly,make more propaganda to develop the understanding of the elderly,and guide the elderly's consumption concept;thirdly,perfect the current subsidy system and mode to improve the elderly's capacity of payment;fourthly,the provider of home care service should improve service quality,strengthen market segmentation and enrich service contents.