Reseafch On The Impacting Factors Of The College Studellts’ Medical Insurance Behavior In Shenyang

Under the new situation, the college students were included into the basic medical insurance program for urban residents, it is shown that the college students’ medical security is highly valued by the party and the state. The medical insurance for college students that to protect the students’ physical health, improving the social security system, and promote the building of a harmonious society has a very important and profound significance. Since the policy has been implemented from2008, does the college students’medical security situation have be improved? What the needs and wishes of students related to their own health medical insurance? These are the hot topics in public discussion. It is in this background, The author surveyed the college students on the effect factors on medical insurance behavior in Shenyang.In this study, the author use the theory of planned behavior and mental accounting theory as the theoretical basis. First of all, interview as a method is used to design the closed-end questionnaire and interviews are used to collect800valid samples. Then take use of the statistic software’s of SPSS18.0andMplus6.12to analyze the data. The quality reliability and validity of the questionnaire can be tested by description statistic, one-way ANOVA analysis, confirmation factorial analysis. Through exploratory and confirmatory structural equation model analysis, constructs the model of the theory of planned behavior, the mental accounting model and the model of model of the impacting factors of college students’ medical insurance behavior, and verify the validity of the models by multi cross validity. Through the model comparison, by adding the variables of mental accounting makes up the lack of the model of planned behavior, and then improves the prognosis effectiveness of college students’medical insurance behavior and intentions, enhances the theoretical interpretative power.It is found that, attitude toward the behavior, perceived behavioral control, return incentive effects and encoding rules significant affect college students’ medical insurance behavior. From the analysis of demographic factors, professional, grade, family economic status have significant correlation with medical insurance behavior. And Media campaigns, level of the university hospital medical services and other environmental factors affect college students medical insurance acts. Finally, the author makes recommendations on improving the college students’ health insurance system. Should establish the interaction among government, schools and students. Government, primary duties of the legislative, regulatory and financial support; Scnoois in the implementation of policies and carry out the work should be to safeguard the interests of students as its purpose; Students should enhance the risk and insurance awareness, and treat at the insurance problem more rationale, positive.