Study On The Factors Influencing Demand Of Commercial Health Insurance From The Perspective Of TPB

With the development of economy and society in our country, The people’s income level has increased year by year. Social medical insurance has been unable to meet the diverse needs of people. However, our commercial health insurance market after more than 30 years of development, is still not mature enough. In our country, there are two sides of the demand for commercial health insurance:On the one hand, the market has a huge potential demand; on the other hand, it is the lack of effective demand for health insurance, or that consumers purchase will not strong. How to find the factors that affect the demand transformation or the purchase intention of the commercial health insurance is the key point of this paper.On the basis of the previous research results, this paper begins with the micro angle of individual consumers, and takes the individual purchase intention of the commercial health insurance as the research object. Using the behavior psychology of the TPB theory to design the questionnaire, through the questionnaire statistics description and logistic regression analysis, to identify the impact of individual consumers buy commercial health insurance will behavioral factors and cognitive factors. And then put forward how to improve consumers’ purchase of commercial health insurance policy suggestions, for the sake of raising the development of our country’s commercial health insurance. Main conclusions of this study are:income level, the level of understanding of commercial health insurance, the insurance company reputation and impression perception, surrounded by family and friends of the evaluation factors of commercial health insurance and commercial health insurance purchase intention is positively correlated; the perception of disease risk, whether to buy the social medical insurance the two factors play a negative role.