Research on Influencing Factors of the Demand for Long-Term Care Insurance among the Elderly in Chongqing Based on the Theory of Planned Behavior

DOI

10.2991/978-2-38476-593-5_39How to use a DOI?

Keywords

Theory of Planned Behavior; Long-term Care Insurance; Demand

Abstract

The 15th Five-Year Plan emphasizes the implementation of long-term care insurance, improving the care system for the disabled and dementia elderly, and expanding the supply of rehabilitation and hospice care services. This study verifies the applicability of the Theory of Planned Behavior (TPB) in researching the demand for long-term care insurance among the elderly in Chongqing, explores the key factors influencing their willingness to participate in the insurance, and provides a theoretical basis for optimizing the long-term care insurance system and increasing the participation rate. Methods A structured questionnaire survey was conducted among 404 elderly people in Chongqing. Based on the Theory of Planned Behavior, a structural equation model was constructed to analyze the influencing mechanism. Results The elderly’s awareness of long-term care insurance was relatively low, with only 1.98% having a thorough understanding of the policy, and the overall willingness to participate was at a low-to-medium level. The model established based on TPB showed a good fit. Behavioral attitude and perceived behavioral control had a direct positive impact on the willingness to participate, with standardized effects of 0.482 (95%CI=0.385-0.579) and 0.426 (95%CI=0.328-0.524), respectively (all P<0.001). Subjective norm indirectly affected the willingness to participate through the complete mediation of behavioral attitude, with a standardized indirect effect of 0.328 (95% CI = 0.185-0.492), and its standardized driving effect on behavioral attitude reached 0.682 (P < 0.001). Conclusion The Theory of Planned Behavior has good applicability in the study of the willingness of the elderly in Chongqing to participate in long-term care insurance. Behavioral attitude and perceived behavioral control are the direct key factors influencing the willingness to participate, and subjective norm is the core indirect driving factor.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ling Yao
PY  - 2026
DA  - 2026/06/30
TI  - Research on Influencing Factors of the Demand for Long-Term Care Insurance among the Elderly in Chongqing Based on the Theory of Planned Behavior
BT  - Proceedings of the 2026 5th International Conference on Humanities, Wisdom Education and Service Management (HWESM 2026)
PB  - Atlantis Press
SP  - 347
EP  - 354
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-593-5_39
DO  - 10.2991/978-2-38476-593-5_39
ID  - Yao2026
ER  -