基于UTAUT理论的普惠型商业补充医疗保险购买意愿影响因素研究:来自"渝快保"的证据OA

Objective To explore the willingness and influencing factors of groups with different characteristics to participate in Chongqing inclusive commercial supplementary medical insurance"Yu Kuai Bao"based on the theory of integrated technology ac-ceptance and use(UTAUT),and provide empirical evidence and countermeasures for improving the inclusive insurance participa-tion rate and alleviating the risk of poverty caused by illness in families.Methods 466 permanent residents in Chongqing were cho-sen through stratified cluster sampling and conducted questionnaire survey.Cronbach's alpha coefficient(total scale alpha=0.942)and exploratory factor analysis(KMO=0.940,cumulative variance contribution rate 75.6%)were used to test the relia-bility and validity of the questionnaire.The binary logistic regression model(stepwise regression method)was used to empirically analyze the influencing factors.Results The regression analysis showed that factors having significantly positive impact on willing-ness to participate in insurance include"Transparency of claims process"(OR=2.255,P＜0.001),"Quality of staff service"(OR=1.998,P＜0.001),"Consistency between insurance services and promotion"(OR=1.775,P＜0.001),"Recommen-dations from family and friends"(OR=1.684,P＜0.001),"Product cost-effectiveness"(OR=1.627,P=0.001),"User privacy concerns"(OR=1.505,P=0.003),and"Complexity of insurance process"(OR=1.435,P=0.006).The factors with significantly negative effects were"high insurance premium level"(OR=0.622,P=0.001)and"insufficient compensation adequacy"(OR=0.672,P=0.004).The overall fit of the model is good(Hosmer Lemeshow test P=0.412),with an explana-tory power of 42.7%(Nagelkerke R2=0.427).Conclusion In order to improve the participation rate of inclusive commercial sup-plementary medical insurance,insurance companies should focus on optimizing claims and service processes,enhancing the au-thenticity and transparency of publicity,reasonable pricing,and enhancing protection.At the same time,it is necessary to im-prove privacy protection mechanisms,build social trust,and more effectively play their supplementary role in the multi-level medical security system.