| Collectivism culture is rooted in China and has a long history.It has a wide and profound impact on China's economy and society development.However,with the institution change,science and technology progress and culture development since the reform and opening up,Chinese society has been developing in the direction of individualization.Residents gradually break away from the traditional system,organization and culture,embed into an individualized society which encourages competition,respects personality,and residents should bear risk by themselves much more in individualized society.Residents make decisions more independently and live for themselves more,they also have to bear the increasing risks.While women are more independent,they are usually faced with the pressure of conflict between family and job.When farmers go to cities to make a living,they are faced with problems such as living in unfixed places,low stability of job,and difficulty in obtaining salary.Young groups usually live alone in the city with much pressure and negative emotions while pursuing their dreams in cities.Under the background of the reducing support from traditional organizations and limited basic social security,the risk of social individuation is more prominent,causing that residents bear greater pressure,and the prevalence rate of psychological diseases is increasing.As an important means of risk management,commercial insurance should be an important choice for residents to deal with individual risks,whether and how residents use commercial insurance as a supplementary means of security to deal with social individualization is the main issue of this paper.The existing research results pay more attention to the issues of social individualization and individualization risk,and the research on the impact of social individualization on residents' commercial insurance purchase behavior is rare.This study can expand the existing theories of social individualization,help to promote the integration of sociological and economic theories.Exploring the internal relationship between social individualization,individualization risk and commercial insurance purchase behavior from the theoretical level,provides theoretical support for all sectors of society to deal with the trend of social individualization through commercial insurance,it is also of great practical significance to fully understand the residents' risk security in the new era in China,furtherly grasp the high-quality development direction of the insurance industry and promote the continuous improvement of residents' risk protection level.First of all,this paper combs the Marxist feminist theory,risk management theory and commercial insurance demand theory,analyzes the necessity of residents' management of social individualization risk,the possibility of commercial insurance as an effective tool for residents to deal with social individualization risk,and summarizes the existing social individualization,individualization risk and residents' commercial insurance demand,and the marginal contribution of this study.Secondly,from the perspective of institution change,science and technology progress,and culture development,this paper summarizes the current situation of China's social individualization.This paper analyzes the social individualization in institution change from the aspects of economic system transformation,registered residence system reform,family planning system implementation,the household contract responsibility system implementation,females' liberation and other dimensions.This paper analyzes the social individualization in the development of science and technology from the aspects of the development of science and technology having realized the substitution of technology for human,which reduces the labor intensity,created the virtual life for residents,which increases the time for residents to be alone,improved the supply capacity of personalized products and services,which helps to meet the residents' individual demands.This paper analyzes the social individualization in culture development from the aspects of institution change promoting the development of individualization culture,Western individualism culture impact promoting the development of individualization culture,and science and technology promoting the development of individualization culture.Thirdly,this paper analyzes the health risk,personal safety risk,unemployment risk,financial risk and pension risk faced by residents at the stage of dis-embedment,living for oneself and female individualization,in China's social individualization and summarizes the three problems existing in the basic social security system of social security system,that is to say,the basic social security cannot cover some groups,the level of risk protection is limited,and not all types of individualization risks can be secured.These problems make the individualization risk of residents difficult to be fully secured,and residents are facing individualization risk exposure.As an important tool of risk management,commercial insurance is a supplementary security in the social security system,which can make up for the lack of individualization risk security in the basic social security.Finally,based on the data of China General Social Survey(CGSS)database in 2015,this study uses probit model,propensity score matching and other methods to study the impact of dis-embedment behavior and the behavior of living for oneself and female individualization on residents' commercial insurance purchase behavior.The results are as follows.The dis-embedment behavior in the process of social individualization significantly increases the probability of residents' commercial medical insurance purchase by 3.5percentage points,but has no significant effect on residents' commercial endowment insurance purchase.There is some heterogeneity in urban and rural areas,education level and types of work units.In addition,family income level,children's education expenditure level,wealth level,medical and health public service satisfaction,social security satisfaction has a certain moderating effect on this effect.In particular,lower wealth level,lower satisfaction of medical and health public services and lower satisfaction of social security can play a promoting role on the impact of dis-embedment behavior on residents' commercial medical insurance purchase behavior.This may due to the reasons that the lower level of wealth increases the financial risk of residents,the medical and health public services and social security that give residents lower satisfaction will lead to residents' worry about health risk security,which may promote residents to purchase commercial medical insurance in the dis-embedment link of social individualization.The behavior of living for oneself in the process of social individualization significantly increases probability of residents' medical insurance purchase behavior by2.3 percentage points,and increases the probability of residents' commercial endowment insurance purchase by 2.4 percentage points.In addition,education level,comprehensive fatigue level and family income level has a certain moderating effect on this effect.In particular,higher comprehensive fatigue level plays a promoting role on the influence of behavior of living for oneself on residents' commercial endowment insurance purchase behavior,which may due to the reason that higher comprehensive fatigue level increases residents' worry about future health risks,which may furtherly increase their expected value of future pension expenditure and increase their perception of pension risk.Compared with the non-individual females,the probability of individual females' commercial endowment insurance and commercial medical insurance purchase is significantly higher by 1.6 and 1.9 percentage points,respectively.There is heterogeneity in urban and rural areas and age.Comprehensive pressure,self-rated health level,family economic level,the proportion of total family expenditure in total family income,the number of children and social security satisfaction play a regulatory role in individual females' commercial insurance purchase.In particular,lower health level,lower family economic level,higher total household expenditure and lower social security satisfaction play an important role in promoting females' commercial medical insurance purchase.This may due to the reasons that the lower health level increases residents' health risk,the lower family economic level and higher total family expenditure increases the financial risk for residents to secure health risk insurance,and social security with lower satisfaction may increase the pressure of residents' health security.Higher comprehensive pressure,lower family economic level and more children play an important role on promoting females' purchase commercial endowment insurance.This may due to the reasons that higher comprehensive pressure and lower family economic level may increase females' worry about future life for the aged,especially raising more children may negatively affect females' career development and wage income and furtherly increases females' future pension risk.China's social individualization promotes residents to purchase commercial insurance to deal with risks.In view of the research conclusions,this paper puts forward some policy suggestions on the development of insurance industry and the construction of social security system as follows.(1)We should promote the insurance industry to develop more fully and balanced to meet the demands of residents' individualization risk security;(2)We should promote the scientific and technological level of the insurance industry development to improve the efficiency and ability of individualization risks management;(3)We should strengthen the scene development level of insurance industry to improve the pertinence of individualization risk management;(4)We should strengthen insurance education to improve residents' awareness of individualization risk management through insurance;(5)We should take multiple measures to alleviate the pressure of females in individualization society. |
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