Research On The Influence Factors Of College Students’ Health Investment

Health investment is a kind of reserve of human capital,which not only affects the happiness of individual life,but also affects the economic development of the entire country,and is increasingly valued by individuals or countries.Under the pressure of academics,life,society and other aspects,college students’ attention to health has greatly increased,and more and more college students have begun to choose health investments.At the same time,China’s health service industry is developing well under the support of policies.There are various types of health products and services,which provide college students with a variety of choices,which satisfies the needs of college students very well,but there is still no understanding of products,blind consumption,poor experience and other issues.Based on the existing research results,it is found that the research on health investment is still in its infancy,and most of it focuses on the research on the consumption of health care for the elderly,and there is a lack of research on the young group of college students.Therefore,studying the influencing factors of college students’ health investment behavior is conducive to urging college students to form the correct consumption value orientation,promoting health investment consumption,and also conducive to increasing the attractiveness of the health service industry,providing directions for subsequent development,and has important theories and practices.significance.Based on the thorough combing and research of related literature,combining the consumption characteristics of college students and the particularity of health investment,this article firstly extracts the factors affecting college students’ health investment behavior from two aspects: planning behavior theory and customer perceived value theory: planning behavior factors(behavior attitudes,subjective norms,perceived behavior control),customer perceived value factors(perceived risk,perceived benefit)and health awareness,health self-evaluation and health investment willingness,among which health self-evaluation is used as a moderating variable.On this basis,through the definition of each influencing factor and related research results,a series of corresponding hypotheses are proposed,and a model of influencing factors of college students’ health investment behavior,namely HA-CPV-TPB,is constructed.Secondly,in order to verify the applicability of the model,this study made a self-made questionnaire with reference to the maturity scale,and revised the questionnaire in the form of pre-survey.After collecting data through a combination of online and offline methods,485 valid questionnaires were obtained.Finally,with the help of SPSS and AMOS,empirical analysis such as descriptive analysis,reliability and validity analysis,correlation analysis,hypothesis test and moderating effect are carried out to verify the model and hypothesis.The results of the study show that subjective norms,perceived benefit,and health awareness will all affect college students’ attitudes to health investment behavior,and their influence will decrease in order;in addition to perceived risk,planning behavior factors,health awareness,and perceived benefit all have positive effects on college students’ willingness to invest in health.The behavioral attitude and willingness of health investment have nothing to do with the perceived risk;the health self-evaluation level of college students only plays a moderating role in the relationship between health investment behavior,attitude and willingness,and it is a positive moderating role.Combining research conclusions,strategies and suggestions for optimizing health investment services for schools,enterprises and the government in the future.The innovations of this research are embodied in: First,it expands the theoretical research of health investment and verifies the applicability of the theory of customer perceived value and health awareness in health investment.The second is to explore the moderating role of college students’ health self-evaluation level in the path of health investment willingness.