The Research Of Residents’ Attitude To Endowment Insurance And The Factors

Based on the survey of urban and rural insurance in H city, Hubei province in 2014, this research test residents attitude to the insurance from awareness and willingness and action to participate in it. Then discuss the difference between urban and rural residents in attitude and analysis the factors.It shows that residents know a little about the insurance and the satisfaction level are very low. Their willingness level is very high, but the real number of participation is not high. There exited a huge difference between urban and rural residents attitude to the insurance. I n the awareness, satisfaction and willingness level of the insurance, urban residents are lower than rural residents. But in the pay grade, urban residents are higher than rural residents.The results of logistic regression analysis show that the factors of urban and rural residents’ attitude to urban and rural insurance exist some similarity and difference. The factors of awareness are very different, urban residents’ awareness is affected by education level, interest level and propaganda, and rural residents’ awareness is affected by age. The factor of willingness is similar, family financial situation affect residents’ willingness. But urban residents’ satisfaction level is affected by education level, and rural residents’ satisfaction level is affected by healthy situation. The factor of action is similar, willingness affect residents’ action. But rural residents’ action is also affected by age.Residents’ attitude to urban and rural resident endowment insurance is important in achieving goal of social security. In order to achieve the goal, state and local government should continue to adjust and perfect the insurance system and expand the propaganda level. These actions can improve urban and rural residents’ satisfaction and willingness, and reduce the difference between urban and rural. Then the fairness goal of social security can be achieved.