The Research On The Relationship Between Rural Residents' CPV Of New Rural Cooperative Medical Treatment And Their Purchase Intention

The new rural cooperative medical service has implemented eight years, gained great achievements, meanwhile exposed "passive participation, high participation low turnout, adverse selection, low probability of continue to choose " problems such also. In marketing, a service that only by the client fully perception, form high customer perceptive value, it will be possible to form customer's willingness to participate, and then produce participation behavior. Willingness to participate is the effectively index and tools to prediction customer consumer behavior. New rural cooperation medical service as a service, to make the rural residents active and be willing to participate, must first find the value of rural residents concerned the value dimension, secondly delivery the value to different groups according to different personality traits.In Marketing, the research on the CPV has focused on connotation and conception, driving factors, as well as guests' the relationship between CPV and PI. Based on the literature reading found that so far, there is few scholars from the general mode of consumer behavior, based on the new farming promotion, to study the background of customer perceptive value each dimension how to impact on customer purchase intention, especially the guests' perceptive value of each dimension is influenced by other factors on customer purchase intention and the influence of different size of the research less.This article from the customer personal view, chooses personality traits which bears obvious personality tendency as the meditate variables, and measure rural residents'customer perceptive value from four dimensions, verifies the four dimensions of CPV (except perception sacrifice outside) and PI with positive correlation, perceived sacrifice negative influence on PI. Through discussing the open and closed the personality of personality in information processing strategy and target both priority, this paper examines the differences in new farming situation, the four guests' perceptive value dimension—perceived function value, perceived sacrifice, perceived emotional value, perceived social value , willingness to participate, and the relationship between further investigated personality dimensions for guests' perceptive value with the relationship between the willingness to participate the adjustment function, the empirical analysis has found that:Firstly,perception function value, perception emotional value, perception social value positive influence on the willingness to participate; Perception sacrifices negative influence on the willingness to participate.Secondly ,Personality wears a regulatory role between four dimensions of CPV and PI.(1)This paper puts forward and proved perceived functional value has same influence between different personalities in purchasing the new rural medical service;(2)Perceived sacrifice has smaller influence in PI of opening personality than the closeness personality;(3)Perceived Emotional Value has bigger influence in PI of closeness personality than the opening personality;(4)Perceived social Value has bigger influence in PI of opening personality than the closeness personality.This research applied CPV theory to new rural cooperative medical treatment, and to explain the problems existing in the process of new rural cooperative medical treatment, enrich the theory of empirical scene and industry background; In this paper the personality traits was used as regulation variables between the theoretical model CPV and PI. To customer perceptive value of each dimension is as certain variables of the transformation and change the influence of willingness to participate the made exploration. This study on new cooperative medical guests' perceptive value system of exploration, research do in different personality traits based on customer perceptive value under the willingness to participate the formation mechanism of the relevant departments to help rural residents about new cooperation dig the guests' perceptive value source of medical and correct selection guests' perceptive value to improve the way of for relevant departments, in new cooperative medical promotion and perfect aspects provides a set of targeted and operational guests' perceptive value strategy.