The Influence Of Social Interaction,and Individual Characteristics On Consumer's Behavior In Purchasing Commercial Health Insurance

Commercial health insurance is the important complement to the basic medical insurance system.It plays an important role in avoiding health risks,obtaining medical services and improving health.Since the recovery of commercial health insurance in 1982,China's commercial health insurance has experienced rapid development.Compared with the international mature insurance market,however,the development of commercial health insurance in China is still at a low level.To promote the development of commercial health insurance,the State Council issued a number of "Opinions" on Accelerating the Development of Modern Insurance Services in August 2014.The document clearly encourages the development of diversified health insurance services and clearly calls for a sound tax policy on health insurance.In August the following year,the China Insurance Regulatory Commission issued the "Interim Measures for the Administration of Individual Tax Preferential Health Insurance Business" to promote the development of personal tax preferential health insurance.With the policy-driven,the supply of commercial health insurance market is more active.However,the demand side,the national participation is not high,and the demand of commercial health insurance is lack.At present,scholars have done a lot of research on the factors influencing the demand of commercial health insurance from the economic point of view.This paper analyzes the influence of social interaction on the behavior of purchasing commercial health insurance for the residents.Firstly,the paper reviews the relevant literature on the impact of social interaction on the insured behavior of residents.Secondly,it defines the core concepts of commercial health insurance,social interaction,individual characteristics,and makes a detailed analysis of the relevant theories.Thirdly,the paper analyzes the current situation of the development of commercial health insurance in China from two aspects of macro and micro.Finally,by the use of 2011 China Household Finance Survey data,I build regression models for the analysis of social interaction and individual characteristics whether have an effect on the behavior of purchasing commercial health insurance.The main conclusions of this paper include:there has been the rapid development of China's commercial health insurance,but there is still a lot of space,The structure of operators and products of the commercial health insurance are imbalance;social interaction had significant influence on households whether purchase commercial health insurance and premiums;the influence of social interaction on household behavior of purchasing insurance is different because of differences in household risk attitude,optimism and positive attitude and other individual characteristics;characteristics of households had significant effects on the behavior of the purchasing insurance;the factors such as age,sex,education level,household income,total household assets,or social security,health status,urban and rural areas and regional factors of residents 'families significantly affect the commercial health insurance purchasing behavior of residents' families.