Measuring willingness‐to‐pay for risk reduction: an application of conjoint analysis
用联合分析法估算老年人降低股骨骨折风险的边际支付意愿，发现他们对穿戴舒适的支付意愿高于风险降低，且整体支付意愿为负，表明该产品不应纳入强制医保。
This study applies conjoint analysis (CA) to estimate the marginal willingness-to-pay (MWTP) of elderly individuals for a reduction of the risk of fracture of the femur. The good in question is a hypothetical hip protector which lowers the risk of a fracture by different amounts. Other attributes are ease of handling, wearing comfort, and out-of-pocket cost, which are traded off against risk reduction. In 500 face-to-face interviews, pensioners stated whether or not they would buy the product. Results suggest that MWTP for wearing comfort exceeds that for risk reduction. Indeed, willingness-to-pay for the product as a whole is negative, indicating that it should not be included as a mandatory benefit in health insurance.