Objective: This study systematically analyzes residents’ preferences for city-customized commercial health insurance to promote its sustainable development. Methods: Based on the research conducted in Liaoning Province, the discrete choice experiment method is used to measure the preference, taking city-customized commercial health insurance as an example. Government participation, annual premium, deductibles, reimbursement ratio and value-added services are selected as the attributes of city-customized commercial health insurance, and the mixed logit model is used for analysis. Results: Annual premium and deductibles have a significantly negative impact on residents’ demand of Huiliaobao, while other attributes have a significantly positive impact on the demand of Huiliaobao. Among them, the reimbursement ratio has the greatest impact on the demand of Huiliaobao, followed by government participation, value-added services and so on. Moreover, the attributes and levels of annual premium, deductibles, reimbursement ratio and value-added services have significant heterogeneity in the corresponding different groups. Conclusion: Based on the results of preferences analysis, the study suggests to optimize the design of city-customized commercial health insurance products, build an ecological closed loop of “insurance plus health management”, play the role of government participation, so as to improve residents' preferences and enhance their willingness to purchase insurance.
Key words
city-customized commercial health insurance /
discrete choice experiment /
preferences
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