Willingness to pay for integrative healthcare services to treat sleep disturbances: Evidence from a nationwide survey

Abstract

Introduction: Willingness to pay (WTP) is an expression of product value in the choices available to medical consumers. This study examined Korean medical consumers’ WTP for sleep disturbance treatment through integrative healthcare services. Methods: A random sample of subjects was acquired from 17 Korean regions by proportion of the population by region, sex, and age. This sample set was divided into three equally sized groups of 1,300 for each of the first three price bids proposed in the WTP questionnaire. An online survey was then conducted November 10–26, 2021, and anonymized data were obtained. The contingent valuation method was employed to estimate WTP for integrative healthcare services using the double-bounded dichotomous choice and open-ended question formats. Results: A total of 3,900 valid completed questionnaires were analyzed, and the following results were obtained: (1) 69.26% of the respondents were willing to pay the amount proposed in the first or second bid; (2) the mean WTP for integrative healthcare services for sleep disturbances was KRW 15,535.46 (USD 12.95) per consultation; and (3) the factors positively influencing WTP for integrative healthcare services were private health insurance coverage, household income, and health-related quality of life, while the sole negatively influencing factor was age. Conclusions: The preferences and estimated WTP for sleep disturbance therapy via integrative healthcare services could support the legitimacy of this approach for people with this condition and the implementation of these healthcare policy decisions.