Research On Personal Tax Health Insurance Purchase Intention And Its Influencing Factors Based On Extended TPB Model

Purpose From the demand-side perspective,studied the willingness of taxpayers to purchase tax premium health insurance,analyzed the factors that affected taxpayers’ willingness to purchase tax premium health insurance,etc,and proposed the feasibility of alleviating the financial pressure of country’s public security system and the burden of residents on medical care Suggest.Methods Firstly,used the method of research integration to sort out relevant domestic and foreign literature and provide theoretical basis.Secondly,used the questionnaire survey method,designing the questionnaire with reference to the domestic and foreign variable tables,and distributing the questionnaire to taxpayers working in Beijing.Collected and obtained the data needed by the research.The structural equation model was used for model fitting effect analysis and path analysis,and relevant analysis conclusions were drawn.Result According to the subject model of planned behavior theory,the standardized path coefficient of purchase intention attitude is 0.252,CR value is 2.557,P value is 0.011.The standardized path coefficient of subjective norms on purchase intention is 0.176,CR value is 2.368,and P value is 0.018.Perceived behavior control has a standardized path coefficient of 0.461,a CR value of 4.414,and a P value of 0.000 on purchase intention.Aiming at the extended part of the main model of planned behavior theory,it is concluded that the standardized path coefficient of functional value to purchase intention is 0.292,the CR value is 3.904,and the P value is 0.000.The standardized path coefficient of social value to purchase intention is 0.166,the CR value is 1.231,and the P value is 0.126.The standardized path coefficient of sentiment value to purchase intention is 0.225,CR value is 2.945,and P value is 0.003.The standardized path coefficient of price value to purchase intention is 0.228,CR value is 2.914,and P value is 0.004.Aiming at the expansion of the variable of attitude,it is concluded that the standardized path coefficient of relative advantage to buying attitude is 0.518,the CR value is 5.238,and the P value is 0.000.The standardized path coefficient of past experience on buying attitude is 0.596,CR value is 1.595,and P value is 0.111.The standardized path coefficient of risk perception on buying attitude is 0.323,CR value is 4.779,and P value is 0.000.Conclusion Attitude,subjective norm,perceived behavior control,functional value,emotional value and price value have positive influence on purchase intention,and perceived behavior control has the greatest influence on purchase intention.Comparative advantage,background risk and risk perception have positive influence on purchasing attitude,and comparative advantage has the greatest influence on purchasing attitude.Based on the results of empirical science,from the perspective of various influencing factors,combined with the preferential tax policies of medical insurance in developed countries,this paper puts forward some suggestions on promoting the development of medical insurance with preferential tax in China.Figure 6;Table 17;Reference 67...