The Research On Major Influencing Factors Of Consumers'Major Disease Insurance Purchases Behavior

Although China's poverty alleviation work has progressed smoothly in recent years,poverty due to illness and returning to poverty due to illness are still the main directions for poverty alleviation.Social security "guarantee but not package" and the proportion of self-paid for serious medical treatment is relatively high.Once people suffer from serious illness,high treatment costs will be unfavorable to the overwhelming majority of families.Major illness insurance is an effective supplement to social security.When consumers are contracted with a contract,they can pay compensation immediately before medical expenses occur,providing an effective solution to the problem of huge medical expenses for patients.Although serious disease insurance has developed rapidly since its introduction into China,it still has a large gap compared with foreign developed insurance markets.Consumers'purchasing behavior is affected by many factors and the impact path is more complex.Insurance contracts are used as a fortune-telling contract.For other common goods,consumers have more concerns when it comes to insurance.Therefore,it is necessary to formulate policy recommendations on the basis of clarifying the influencing factors of the purchase behavior of consumer critical illness insurance to further promote the development of critical illness insurance in China.As a port city,Tianjin has had an early development of the insurance industry and a relatively rapid economic development.It can represent most cities in China with a moderately developed economy.Therefore,based on an in-depth exploration of the theory of consumer buying behavior in Tianjin,this article analyzes five basic factors that affect the purchase behavior of consumer critical illness insurance,namely,economic status,health status,and consumer critical illness insurance.Cognition,future medical life concerns,and current levels of protection.Based on the theory of planned behaviors,a model of the influencing factors of consumer's major disease insurance purchase behavior was constructed.Through the form of questionnaire survey,a more in-depth market research and analysis was conducted on the Tianjin region,and then an empirical test was conducted using the structural equation model.The empirical results show that the economic status,the current level of protection,the future medical life concerns,the awareness of critical illness insurance,and the risk attitudes of serious illnesses all have a significant positive effect on the purchase behavior,while the health status has a significant negative effect on the purchase behavior..Finally,on the basis of empirical analysis,this paper combines the actual situation of China's critical illness insurance market,and provides corresponding policy recommendations for the further development of major illness insurance in China.