中青年人群惠民保认知水平与参保意愿的关系:感知价值的中介作用  

The mediating role of perceived value between cognitive level and participation intention of Huimin insurance among young and middle-aged adults

作　　者：许晓丹 吴庆艳 XU Xiaodan;WU Qingyan(School of Pharmaceutical Business,Guangdong Pharmaceutical University,Guangzhou 510006,China)

机构地区：[1]广东药科大学医药商学院,广东广州510006

出　　处：《广东药科大学学报》2024年第3期112-118,共7页Journal of Guangdong Pharmaceutical University

基　　金：广州市哲学社会科学研究项目(2022GZGJ60)。

摘　　要：目的基于知-信-行理论和感知价值理论,探讨包含产品感知、费用感知、服务感知三维度的感知价值在认知水平和参保意愿之间的中介作用,为提升惠民保参保率、保障产品持续经营提供参考。方法对396名18~59岁中青年进行电子问卷调查,利用Bootstrap中介效应检验法检验各变量间的效应关系,运用AMOS建立结构方程模型进行拟合检验。结果中青年人群惠民保认知水平为46.3%,总体认知程度较低,公众参保意愿为75.0%;认知水平对参保意愿有显著性正向影响;感知价值在认知水平和参保意愿之间发挥部分中介作用。结论为提高惠民保参保率,一方面政府部门应加大宣传力度,建设在线互动平台来提高惠民保的认知水平;另一方面应不断优化产品设计,提高产品感知价值。Objective To explore the mediating role of perceived value including perceived product,perceived cost and perceived service between the cognitive level and purchase intention of Huimin insurance based on the knowledge-attitude-practice theory and perceived value theory,providing references for improving the coverage rate of Huimin insurance and promoting sustainable operations.Methods A total of 396 adults aged 18-59 years were investigated with an electronic questionnaire.Bootstrap mediation effect test was used to test the effect relationship between variables,and AMOS was used to establish a structural equation model for the fitting test.Results The cognitive level of young and middle-aged adults towards Huimin insurance was 46.3%and the overall participation rate of Huimin insurance was 75.0%.Cognitive level had a significant positive impact on willingness to purchase Huimin insurance.Perceived value played a partial mediating role between cognitive level and Huimin insurance.Conclusion In order to improve the participation rate of Huimin insurance,on the one hand,the government should strengthen publicity and construct an online interactive platform to improve the cognitive level of Huimin insurance;on the other hand,the design of Huimin insurance should be continuously optimized to enhance the perceived value.

关 键 词：惠民保 中青年 参保意愿 认知水平 感知价值 

分 类 号：R197.1[医药卫生—卫生事业管理] F842.6[医药卫生—公共卫生与预防医学]