惠民保投保意愿影响因素及提升对策研究——以镇江惠民保为例  

Research on influencing factors and improvement measures of purchase intention of Huimin insurance——take Zhenjiang Huimin insurance as an example

作　　者：王文轩 龚文进[1] WANG Wenxuan;GONG Wenjin(School of Public Health and Management,Guangzhou University of Chinese Medicine,Guangzhou Guangdong 511400,China)

机构地区：[1]广州中医药大学公共卫生与管理学院,广东广州511400

出　　处：《卫生软科学》2023年第10期72-76,共5页Soft Science of Health

摘　　要：[目的]探究惠民保投保意愿的影响因素,以提升投保意愿为核心提出相应的对策,促进惠民保的健康发展。[方法]采用偶遇抽样的方法,选取镇江市第一人民医院就诊及陪同人群进行问卷调查,运用卡方检验和Logistic回归分析法分析影响惠民保投保意愿的因素。[结果]150例调查对象中,98例未投保,未投保原因中67例表示“不理解惠民保”,62例表示“身体健康,不需要参保”。卡方检验和Logistic回归分析显示,健康状况、对惠民保的了解程度、理赔流程满意度、增值服务满意度、政府发挥作用大小这5个因素对镇江惠民保投保意愿的影响差异有统计学意义(P<0.05)。[结论]被调查者对惠民保的认知水平不高、政府介入度不足、被调查者对理赔流程和增值服务的满意度不高,建议从提高政府介入、优化理赔流程、拓展落实增值服务和加大推广力度这4个方面入手来提高惠民保的投保意愿。Objective This paper explores the influencing factors of the purchase intention of Huimin insurance,and puts forward corresponding countermeasures to improve insurance purchase intention,so as to promote the healthy development of Huimin insurance.Methods Patients and companions in Zhenjiang First People s Hospital were selected for questionnaire survey by accidental sampling.Chi-square test and logistic regression were used to analyze the factors affecting the purchase intention of Huimin insurance.Results Among the 150 respondents,98 were uninsured.Among the reasons for uninsured,67 cases said they did not understand Huimin insurance,and 62 cases said they were in good health and did not need to be insured.Chi-square test and logistic regression analysis showed that health status,understanding of Huimin insurance,satisfaction with claims process,satisfaction with value-added services and the role of government had statistical significance on the difference of purchase intention of Huimin insurance in Zhenjiang(P<0.05).Conclusions The respondents cognition about Huimin insurance is not high;the government s involvement is insufficient;and the respondents satisfaction with the claims process and value-added services is low.It is suggested to improve the purchase intention of Huimin insurance from four aspects:improving the government s intervention,optimizing the claims process,expanding and implementing value-added services and intensifying the promotion.

关 键 词：惠民保 普惠型商业医疗保险 医疗保障 投保意愿 LOGISTIC回归分析 

分 类 号：R19-0[医药卫生—卫生事业管理]