| Insurance companies and Chinese government have made a lot of efforts in enhancing the quality of products, adjusting the structure of the insurance industry, regulating the unfair competition since the restoration of the insurance business of our country. However, the lack of education in terms of insurance meaning, function and cultural construction among Chinese lead to lots of unsatisfied potential demands on insurance. Therefore, this dissertation aims to analyze this problem from a perspective of consumer and then provide possible solutions.This dissertation attempts to find out the mechanism to explain how culture affects the consumer behavior which in light of the figure of insurance, by combining culture studies, communication studies, insurance and consumer behavior studies, especially the Engel — Kollat — Blackwell(for short: EKB) Model of consumer behavior. This mechanism includes following aspects. Firstly, the so called “external stimulus” which means the publication of insurance through the mass media forms people’s initial cognition of this industry. Secondly, Chinese traditional culture which includes the cultural norms and values has influences on the consumption motives of insurance consumer. Thirdly, the communication between insurance consumer and salesman alters people’s recognition and preferences. Finally, it has some influences on the consumer’s estimations of the products and services, whether the insurance companies know and meet the consumer’s expectations or not.In terms of the EKB model, this dissertation will first deconstruct the behavior of insurance consumer and then analyze the limitations from traditional Chinese culture and communication during the process of consumption. These limitations prove it is necessary for taking measures e.g. improving services, constructing culture of insurance to change the negative effects from culture to positive, to change the current status of the insurance environment for the better. |
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