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Investment in health is not only desirable,but it also forms a part of the essential practices in a society.While great health is the broader perspective here,the efficacy and quality of the healthcare measures are very vital.Moreover,understanding the patient’s preference plays a major role in the provision of healthcare services that suit their preferences.Meeting the needs of the patient and maintaining acceptable healthcare standards are necessary for achieving high-quality health care,which makes the patient be the centre of healthcare’s quality plan.China has made remarkable achievements in health since 1949.However,due to the huge population,complicated geographic structure,and giant gap on individuals’ incomes,China has always faced pressures from uneven medical resources and universal healthcare.In the past ten years,the Chinese government has committed itself to health care reform.While the perceived quality of health services affects the utilization of services,there is still a gap in the literature on how various factors affect such services in preventative healthcare industries in China.Although preventive healthcare is a complicated industry,we hope that the physical examination can become an entrance to understand the Chinese preventive healthcare industry.Therefore,the study’s major focus was to find out factors that Chinese people concern about the most and the willingness to pay on physical examination by using the choice-based conjoint methodology.The variables evaluated in the research are institution type,transportation time,waiting time and service environment,the cost of service,and patient data privacy.The specific objectives of the study were centred on the variables;they included;（1）To determine whether institution type influences the quality of preventative healthcare in China.（2）To determine whether transportation time affects the quality of preventative healthcare in China.（3）To determine whether the cost of service affects the quality of preventative healthcare in China.（4）To determine whether patient data privacy affects the quality of preventative healthcare in china.（5）To determine a good waiting and services environment affects the quality of preventative healthcare in China.The results of the analysis indicated that people who participated in the survey are inclined to go to public hospitals since public institutions show greater credibility and offer lower prices through medical insurance.Besides,the perfect common transportation system near the hospital also brings convenience to patients.In addition,since most of the participants in the experiments are young,a good facility and privacy are also major concerns for them.