Research On The Influencing Factors Of Purchase Intention Of Urban Inclusive Medical Insurance ——Take Liaoning Province As An Example

In March 2020,issued by the central committee of the communist party of China,the State Council on deepening《the reform of medical security system of opinion》,clearly put forward in 2030,completed in the basic medical insurance as the main body,the medical treatment for palm,supplementary medical insurance,commercial health insurance,charitable donations,mutual medical common development system of medical security system.Supplementary medical insurance appears in the design of medical security system for the first time.Supplementary medical insurance effectively connects the basic medical insurance and commercial health insurance,which plays a crucial role in alleviating the medical pressure in China and lays a foundation for the explosion of urban inclusive medical insurance.With the spread of urban inclusive medical insurance,the research on urban inclusive medical insurance is also growing rapidly.There are many studies to analyze the development status and existing problems of urban inclusive medical insurance,but most of them only put forward the problem of low participation rate of urban inclusive medical insurance from the qualitative perspective.It is rarely involved to explore the influencing factors of purchase intention of urban universal medical insurance from a quantitative perspective.Factors influencing urban pratt＆ medical insurance purchase intention,and then suggest increase consumers purchase intention,helping with the insurance company for product design,business,scientific and reasonable to provide service,help to meet the needs of residents,improve residents’ satisfaction and recognition for pratt city medical insurance,enrich residents’ medical security.Aimed at the definition,features,development of the urban inclusive medical insurance,etc have enough theoretical basis,on the basis of the first,through the questionnaire to collect data,collected 418 valid questionnaires,investigation content mainly includes: the participant’s individual characteristic factors,family factors,economic factors,cognitive factors,product factors and economic factors and insure to accept.Secondly,descriptive statistical analysis of the survey results and cross-analysis of relevant factors with the understanding and purchase intention of urban inclusive medical insurance was conducted.Then,using the model of binary Logistic regression analysis for the empirical analysis,to determine the influence factors of urban inclusive medical insurance awareness and purchase intention,the results showed large medical expense experience,personal and family members know about urban inclusive medical insurance level,whether someone have bought urban inclusive medical insurance three factors that affect significantly.According to the results of the survey,in order to improve the residents’ understanding and willingness to purchase urban inclusive medical insurance,the author thinks that: strengthen publicity and promotion;Launch renewable products,control the powder line to achieve sustainable development;Increase the level of participation of positive departments;Promote product optimization,upgrading and improvement;Pay attention to service,to achieve one-stop "second compensation".