A Study On The Impact Of Consumer Involvement And Perceived Value On The Purchasing Intention Of Commercial Health Insurance

With the rapid development of social economy,the economic level of our people has been further improved.The basic material needs are no longer the focus of people's lives.The higher level of security needs has entered the eyes of more people.Commercial insurance,especially commercial health insurance(hereinafter referred to as "health insurance"),because of its "high compensation rate,low cost" characteristics,has been favored by people and the attention of the government.In recent years,the business of commercial health insurance in China has been increasing steadily.In 2018,the original insurance income of commercial health insurance reached 544.813 billion yuan,the business increased by 24.12%,Compared with commercial property insurance,it increased by 9.51% year on year.and Commercial accident injury insurance increased 19.33% year on year.,but Commercial life insurance fell 3.41% year on year,The development trend of commercial health insurance is more impressive.At present,more and more scholars in the field of health insurance have studied the impact of social background(such as tax incentives,social medical insurance,etc.)and individual characteristics of consumers(such as age,income,occupation,etc.)on insurance demand.However,as a market product,Its not enough for business development and market share promotion just because demand.the more important thing is whether consumers have enough purchase intention in the market,and consumers' purchase intention can largely be influenced and guided from the marketing point of view,but the current marketing research on health insurance is very little.In view of this research gap,starting with consumers' personal cognition and perception,this paper introduces "consumer involvement theory" to enhance consumers' attention to commercial health insurance,and "perceived value theory" to clarify consumers' comprehensive evaluation of current commercial health insurance,and constructs a conceptual model based on consumers' involvement,perceived value and purchase intention.At the same time,due to the characteristics of the payment model of insurance after payment,this paper introduces the variable of "brand image" in the study,and then explores the impact of consumers' involvement in the comprehensive evaluation of product formation,and then puts forward relevant hypotheses.In the aspect of data analysis,firstly,through in-depth interviews,this paper has a detailed understanding of consumers' concern about health insurance,their overall perception,and their concerns and adjustment factors for purchasing health insurance.Then,a questionnaire is compiled with the existing mature scale.Questionnaires are distributed and collected on-line and under the line,and 266 valid samples are finally obtained.On this data,SPSS software was used for descriptive analysis,reliability and validity analysis,correlation analysis and regression analysis.The following conclusions are drawn:(1)Consumer involvement has a positive impact on the purchase intention of health insurance(2)Perceived value has an impact on the willingness to buy health insurance.Specifically,perceived benefits have a positive impact on the purchase intention of health insurance,and perceived losses have a negative impact on health insurance.(3)Consumer involvement affects perceived value,which is manifested in the positive impact of consumer involvement on perceived gain and negative impact on perceived loss.(4)Brand image of insurance companies plays a moderating effect in the path of consumer involvement influencing perceived value.According to the above discussion,this paper expands the research angle of health insurance purchase intention to a certain extent,and provides useful enlightenment and suggestions for insurance companies in practical operation.