Introduction: In the context of the deep coupling and synergistic development of digital villages and healthy villages, the development of China's rural society harbors a huge potential for medical and healthcare consumption.
Methods: On the basis of theoretical research, a framework was constructed to analyze the influence mechanism of farmers' medical and healthcare consumption in the context of Internet medical information overflow, and empirically examines the research and analysis framework by using the 2020 China Household Tracking Survey data with the OLS model, mediation effect model, and instrumental variable method.
Results: It is found that Internet medical information spillover has a "crowding-in effect" on farmers' healthcare consumption; Medical attendance behavior, economic capital utilize the intermediary effect between Internet medical information spillover and farmers' healthcare consumption. And there is age group heterogeneity in the effect of Internet medical information spillover on farmers' healthcare consumption, The ability of rural middle-aged and old-aged groups to recognize new things such as Internet medical information needs to be improved, so the overflow of Internet medical information will induce rural middle-aged and old-aged groups to generate a certain amount of medical and health care consumption. However, the impact on healthcare consumption is not sensitive to the youth cohort group.
Discussion: The sinking of Internet medical resources should be accelerated in the future to promote the high-quality development of rural medical and health services, at the same time the "Internet + healthcare services" should be optimized to promote scientific and rational stratification of farmers' access to healthcare, and economic capital for farmers' access to health care should be improved in order to alleviate the burden of health care, etc.
Keywords: farmers; healthcare consumption; internet; mediating effects; medical information spillover.
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