计划行为理论视角下农村老年人免费体检的实践困境与优化路径

The Practical Dilemma and Optimization Path of Free Physical Examination for the Elderly in Rural Areas Based on the Perspective of Theory of Planned Behavior

摘要: 农村老年人免费体检政策是一项关乎民生福祉的重大工程。尽管关爱银龄群体、保障身体健康、提高晚年生活质量的初衷毋庸置疑，但政策在实际运作过程中面临诸多阻力，出现好政策“遇冷”的窘境。通过引入计划行为理论，从行为态度、主观规范、知觉行为控制等三个层面分析发现，农村老年人免费体检政策面临行为态度层面政策客体的消极评价、主观规范层面政策宣传的形实落差、知觉控制层面政策参与的能力有限等实践困境，未来应该从强化规范体系、优化宣传机制、提升服务质量等方面予以优化。

Abstract: The policy of free physical examination for the elderly in rural areas is a major project related to people’s livelihood and well-being. Although the original intention of caring for the silver-age group, ensuring physical health, and improving the quality of life in old age is undeniable, the policy faces many obstacles in the actual operation, and there is a dilemma of good policies being “cold”. Through the introduction of Theory of Planned Behavior, it is found that the free physical examination policy for the elderly in rural areas faces practical difficulties such as negative evaluation of policy objects at the behavioral attitude level, the gap between the form and reality of policy publicity at the subjective normative level, and the limited ability of policy participation at the perceptual control level. In the future, it should be optimized from the aspects of strengthening the normative system, optimizing the publicity mechanism, and improving the quality of services.