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An empirical study on purchase intention for home-based care services and its influencing factors in Liaoning
1School of Humanities and Management, Ningxia Medical University, Yinchuan, China.
Background:
Home-based care services are becoming the predominant model of older adult care in China, with a vast market potential. However, challenges such as insufficient service demand and hindered industrial development persist, requiring urgent attention to the transformation of older adults' service needs into consumption behaviors.
Methods:
Using survey data collected from 14 cities in Liaoning Province, China, by a research team from Ningxia University, binary logistic regression and Shapley value decomposition were employed to investigate older adults' purchase intention (i.e., willingness to pay for services, not actual utilization behavior) for home-based care services and its influencing factors.
Results:
The findings reveal that older adults with younger age, higher education level, strong individual needs, sufficient resource endowments, or diversified perceptions of caregiving responsibilities had a higher likelihood of purchasing services. Community resources emerged as the most critical factor influencing purchase intention. Of the service categories, the intention to purchase life care services ranked highest, followed by healthcare services, while information advisory services had the lowest intention.
Discussion:
To enhance the quality of life for older adults and optimize service provision, the study recommends: (1) expanding the supply scope of home-based care services and promoting the development of community-embedded care service facilities; (2) improving the income levels of older adults to strengthen their purchasing capacity; and (3) optimizing the supply structure of service programs based on differentiated needs.
