Differences in willingness-to-pay for integrative healthcare services to treat sleep disturbances : A comparison between self and family
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Objectives : Willingness-to-pay (WTP) research is a critical tool for informing market-based pricing; however, evidence regarding WTP for complementary and integrative medicine remains limited. This study addresses this gap by examining the WTP of Korean medical consumers for integrated healthcare services to manage sleep disturbances in themselves and their family members. Methods : A nationwide stratified random sample survey was conducted from November 10 to 26, 2021, and all responses were anonymized. A total of 3,900 participants were randomly allocated to three equal groups (n = 1,300) to mitigate initial bid bias. Each group was presented with a different initial bid. The contingent valuation method, using a double-bounded dichotomous choice format, was applied to estimate WTP. Results : Among participants, 69.26% expressed WTP for integrated healthcare services for their own sleep disturbances, while 70.33% reported WTP for the treatment of family members. Similarly, the mean WTP was slightly higher for a family member’s treatment (KRW 16,330.34; USD 12.56) than for personal treatment (KRW 15,539.4; USD 11.95). Factors positively associated with WTP included marital status, private health insurance coverage, household income, presence of sleep disturbances, supplement use, and engagement in self-management strategies for health maintenance. Conversely, age and higher health-related quality of life were negatively associated with WTP. Conclusions : This nationwide study found that approximately two-thirds of participants were willing to pay for integrated healthcare services to address sleep disturbances for both themselves and their family members. These findings underscore the need for further rigorous WTP research in the context of complementary and integrative medicine.
Abstract
Objectives : Willingness-to-pay (WTP) research is a critical tool for informing market-based pricing; however, evidence regarding WTP for complementary and integrative medicine remains limited. This study addresses this gap by examining the WTP of Korean medical consumers for integrated healthcare services to manage sleep disturbances in themselves and their family members. Methods : A nationwide stratified random sample survey was conducted from November 10 to 26, 2021, and all responses were anonymized. A total of 3,900 participants were randomly allocated to three equal groups (n = 1,300) to mitigate initial bid bias. Each group was presented with a different initial bid. The contingent valuation method, using a double-bounded dichotomous choice format, was applied to estimate WTP. Results : Among participants, 69.26% expressed WTP for integrated healthcare services for their own sleep disturbances, while 70.33% reported WTP for the treatment of family members. Similarly, the mean WTP was slightly higher for a family member’s treatment (KRW 16,330.34; USD 12.56) than for personal treatment (KRW 15,539.4; USD 11.95). Factors positively associated with WTP included marital status, private health insurance coverage, household income, presence of sleep disturbances, supplement use, and engagement in self-management strategies for health maintenance. Conversely, age and higher health-related quality of life were negatively associated with WTP. Conclusions : This nationwide study found that approximately two-thirds of participants were willing to pay for integrated healthcare services to address sleep disturbances for both themselves and their family members. These findings underscore the need for further rigorous WTP research in the context of complementary and integrative medicine.