Study on the Anomaly of Active Utilization Behavior of Traditional Chinese Medicine Health Management Services for the Elderly from the Perspective of Behavioral Economics
- VernacularTitle:行为经济学视角下老年人中医药健康管理服务主动利用行为异象研究
- Author:
Miao WANG
1
;
Peipei CHAI
Author Information
1. 山西中医药大学健康服务与管理学院 山西 太原 030619
- Publication Type:Journal Article
- Keywords:
traditional Chinese medicine health management services;
active utilization behavior;
behavioral economics;
elderly people
- From:
Chinese Health Economics
2025;44(3):81-84
- CountryChina
- Language:Chinese
-
Abstract:
Objective:Based on the theory of behavioral economics,it analyzed the causes of behavioral biases in the utilization of traditional Chinese medicine health management services for the elderly and proposes strategies for optimizing their active utilization behavior,providing reference for enhancing traditional Chinese medicine health management services.Methods:Qualitative interviews were conducted to collect the elderly's perceptions and utilization behaviors of traditional Chinese medicine health management services.The prospect theory,nudge theory,and assistance theory of behavioral economics were used to analyze the behavioral biases in the elderly's decision-making process of utilization of traditional Chinese medicine health management services and to propose targeted optimization strategies.Results:The elderly's limited rationality was affected by the influence of information and uncertainty,leading to anchoring effects in the initial impression and overconfidence effects in self-health.When making decisions,the elderly were influenced by the herding effect of group conformity,and loss aversion and preference structure also constrained their active utilization of traditional Chinese medicine health management services.The time discounting of traditional Chinese medicine health management outcomes leaded the elderly to have a preference for intertemporal choices.Conclusion:It is needed to build a supportive social environment to adjust the cognitive biases of the elderly;establish standardized social systems to highlight the positive effects of framing;enhance the health literacy of traditional Chinese medicine to facilitate rational decision-making.
