Meng Gao Xueqing Zhu ^*

• Zhejiang Ocean University, Zhoushan, China

Graded diagnosis and treatment is an important component of deepening the reform of the medical and health system and establishing a basic medical and health system.The foundation and premise for building a graded diagnosis and treatment system is primary care, the research of primary care willingness and influencing factors can help to increasing primary care rates and solve the problems of "difficult to see the doctor, expensive to see the doctor". Based on the research data of 415 rural residents in Deqing County, Zhejiang Province, the article analyzes the rural residents' willingness to primary care and the factors influencing it using the theory of planned behavior and structural equation modeling. Results of the study show: ①attitude toward the behavioral, subjective norm, and perceived behavioral control significantly affect the willingness of primary care, among which attitude toward the behavioral have the greatest influence; ②With regard to attitude toward the behavioral, residents' evaluation of the cost of treatment in primary care, the medical environment, and the degree of doctor's trust significantly affects the willingness to the primary care; ③In terms of subjective norm, the strength of rural residents' support for others and the degree of recognition of graded diagnosis and treatment and family doctor contracting services have a positive influence on promoting the formation of their willingness to go to the primary care;④In terms of perceived behavioral control, the ability of residents to perceive their own factor and environmental factor in anticipation affects the formation of willingness to make a first visit.It is recommended to strengthen the necessity of rural residents' willingness to primary care, further improve the experience of the primary level, stimulate the desire to primary care, and increase the frequency of the primary care behavior.