Research On Consumer’s Desire For The Information Of Insurance In Our Country

With the rapid development of social economy, a substantial increase of living standards, the demand for insurance is increasing, insurance has been paid more and more attention as an important tool of transferring risk. However, in the process of developing and continuous perfecting, there is a deviation in the insurance cognition, this phenomenon is common for insurance in our country. For example, "the insurance is a fake", "the insurance company make money from the ordinary people", "the insurance company does not pay" and so on. At the same time, there are a lot of irrational behavior in the insurance consumption.People refuse buying or introducing insurance, people buy the insurance blindly, or they buy the insurance as an investment product, adverse selection in purchasing the insurance and so on. The main reason for the above phenomenons is what the insurance information that consumers have grasped is not enough. Although the insurance information that consumers have grasped is not enough, due to the demand for risk protection, the potential demand for insurance is increasing, so, consumers desire the insurance information to guide their rational insurance consumer. How to meet this consumers’ desire for the insurance information becomes the key which can raise consumers’ cognition of insurance, and transform the potential demand of insurance to the insurance effective demand.This article is based on this background, discussing the consumers desire for the information about insurance.Based on the specific research object and under the premise of the selection of the appropriate research methods, this article design the questionnaire.Based on the comprehensive analysis of the existing domestic research results on insurance needs, cognitive, and desire for information, this paper put forward the view angle of the research.The research is about the factors that can influence the consumers’ desire for the information of insurance, which is beneficial to explore the method of improving the level of residents’ cognition and is better for the insurance industry and government to understand the triggered process of the insurance consumption behavior. And then the active intervention of the triggered process can improve the residents’ demand for the insurance consumption.Through the questionnaire survey, by involving gender, age, cultural degree, income, marital status, family composition, risk cognitive status, the preference choice of measures of dealing with risk, the cognition of general concept of insurance, ways to know and understand about the insurance, the actual experience of buying insurance, and the preference of buying insurance and other investment products, this paper analyze the factors that can influence the consumers’ desire for the information of insurance.This paper use multivariate Logit model of binary classification to study the factors. Finally it is concluded that the significantly factors of affecting the factors that can influence the consumers’ desire for the information of insurance are age, the preference choice of measures of dealing with risk, the cognition of general concept of insurance, the preference of buying insurance and other investment products, the actual experience of buying insurance.The rest factors have little influence on the consumers’ desire for the information of insurance. According to the above conclusions, this paper puts forward the ways to meet consumers’desire for the information of insurance in our country.This paper is given priority to with the empirical analysis, combining with the normative analysis method. According to the data of the questionnaire, this paper study on the insurance cognition by the quantitative analysis and statistical analysis. The main research content of this paper is as follows:First, this paper introduces the research background and the significance of this paper, the research methods of this article, the main research contents, research process framework, innovation points and deficiencies about this paper. Second, this paper This paper introduces the insurance related theoretical knowledge and research status of the information.Third, introduce the model and analysis method which are used in this paper. Fourth, analyze the factors that influence the consumers’desire for the information of insurance. Fifth, the descriptive statistical analysis which is based on the questionnaire data. Sixth, through the empirical analysis to analyze the factors which affect the consumers’desire for the information of insurance.Seventh, the conclusion of this paper and the suggestion.