Research On Behavior Changes And Its Influencing Factors Of Rural Residents' Medical Consumption

The medical consumer's demand mind is continuously changing as the competition is more and more fierce in the medical service market. So we must pay attention to the psychology change of medical consumers in the health service market and make more efficient communication with them so as to change their medical concept and behavior. And we need to establish long correlation with the customers based on the related research of their behavior orderliness.With the increasing of the participated and insurance level of the new rural medical insurance cooperation, the rural medical consumers demand mind is also changing with their upgrading income. For instance, the medical consumer structure has great change of rural residents in Jiangsu province for the need of medical security and pursuit of spirit civilization is growing, consumer structure is gradually changing from basic subsistence need to the consumption for development and enjoy.Based on the investigation and analysis of rural resident's medical behavior in A city, This paper make an analysis of its medical behavior and related influencing factors and get the basic health status, medical need and utilize information of health service. By theory analysis and demonstration of grey model, we analyze some existing problems and find some solutions to the questions in order to provide some suggestions to rural residents on hospitalize in reason and A city on optimize medical resources.The research finds that there are three major changes in the process of rural medical consumption behaviors. First, the number and expenses of people who choose health service out of city is growing year by year when local hospitals can meet their basic medical demands. Second, big local hospitals are their first choice. Third, hospitalization has becoming a trend as their medical behavior mode. To sum up, by analytic demonstration, this paper gets the major influencing factors of rural resident's medical consumption behavior and offers some relevant policy suggestions.