行为经济学视角下老年人中医药健康管理服务主动利用行为异象研究  

Study on the Anomaly of Active Utilization Behavior of Traditional Chinese Medicine Health Management Services for the Elderly from the Perspective of Behavioral Economics

作　　者：王苗 柴培培 Wang Miao;Chai Peipei(School of Health Services and Management,Shanxi University of Chinese Medicine,Taiyuan,Shanxi,030619,China;不详)

机构地区：[1]山西中医药大学健康服务与管理学院,山西太原030619 [2]国家卫生健康委卫生发展研究中心,北京100044

出　　处：《中国卫生经济》2025年第3期81-84,共4页Chinese Health Economics

基　　金：山西省中医药管理局科研课题(2024ZYYC070);山西中医药大学博士科研启动项目(2022BK21)。

摘　　要：目的:基于行为经济学理论,分析老年人中医药健康管理服务与主动利用行为偏差产生的原因,提出主动利用行为优化的策略,为提升中医药健康管理服务提供参考。方法:采用专题访谈法收集老年人对中医药健康管理服务的认知及利用行为信息;基于行为经济学的前景理论与助推、助力理论等,剖析老年人中医药健康管理服务与主动利用决策行为的偏差,提出针对性的优化策略。结果:受信息与不确定性影响下的有限理性影响,老年人对中医药健康管理服务存在初始印象形成的锚定效应以及对自我健康的过度自信效应。行为决策时,老年人会受到群体趋同性的羊群效应影响,损失厌恶和偏好结构的存在也会制约中医药健康管理服务主动利用。中医药健康管理结果的时间贴现会使老年人产生跨期选择偏好。结论:构建社会支持性环境以调整老年人的认知偏误;建立规范化的社会制度,突出框架效应的正向作用;提升中医药健康素养,助力理性决策。Objective:Based on the theory of behavioral economics,it analyzed the causes of behavioral biases in the utilization of traditional Chinese medicine health management services for the elderly and proposes strategies for optimizing their active utilization behavior,providing reference for enhancing traditional Chinese medicine health management services.Methods:Qualitative interviews were conducted to collect the elderly's perceptions and utilization behaviors of traditional Chinese medicine health management services.The prospect theory,nudge theory,and assistance theory of behavioral economics were used to analyze the behavioral biases in the elderly's decision-making process of utilization of traditional Chinese medicine health management services and to propose targeted optimization strategies.Results:The elderly's limited rationality was affected by the influence of information and uncertainty,leading to anchoring effects in the initial impression and overconfidence effects in self-health.When making decisions,the elderly were influenced by the herding effect of group conformity,and loss aversion and preference structure also constrained their active utilization of traditional Chinese medicine health management services.The time discounting of traditional Chinese medicine health management outcomes leaded the elderly to have a preference for intertemporal choices.Conclusion:It is needed to build a supportive social environment to adjust the cognitive biases of the elderly;establish standardized social systems to highlight the positive effects of framing;enhance the health literacy of traditional Chinese medicine to facilitate rational decision-making.

关 键 词：中医药健康管理服务 主动利用行为 行为经济学 老年人 

分 类 号：R1-9[医药卫生—公共卫生与预防医学] R-055