An Empirical Study On Persistent Willingness To Participate Of Urban And Rural Insurance From The Perspective Of Social Interaction

According to the report of the 19 th National Congress of the Party,the participation of all people in the insurance system is an important link in the development of China’s social security undertakings.However,Universal insurance is not only close attention to the number of insurance,but also should pay attention to the improvement of the quality of insurance.And now the social endowment insurance development situation still needs to perfect,advocate the high requirement of the participation rate in the specific insurance work,the actual quality of insurance coverage is less concerned,especially for the long-term interest of young and middle-aged farmers.Through the analysis of the relevant research results in the academic circles,it is found that the problems of young and middle-aged farmers in the long-term willingness to participate in insurance are still outstanding.Therefore,the analysis of the factors affecting urban and rural housing security has further risen to the level of studying the mechanism of long-term willingness to participate in insurance.This is conducive to the further improvement of the social pension insurance system in China,and it can also highlight the efficiency and effectiveness of the system implementation.Customer loyalty in marketing is mainly based on the customer’s fixed purchase of a product or service.It is a recurrent habitual consumption,and for the urban and rural housing insurance system,the long-term insurance of young and middle-aged farmers is chosen as a financial decision.It is not only the result of individual rational decision-making,but also influenced by the behavior characteristics of the surrounding group members.This study applies the intention of long-term urban and rural housing insurance to the basic research of urban and rural housing insurance system in order to further analyze the impact mechanism.Therefore,based on the survey data of five provinces across the country in 2015,using the structural equation model and the Bootstrap method,using perceived value,special trust,and institutional satisfaction as intermediary variables,this study examined the impact of socialinteraction on the long-term willingness of urban and rural residents to participate in insurance.In order to further enrich the relevant theoretical research on urban and rural housing security.On the basis of fully affirming the social characteristics of young and middle-aged farmers,this study has conducted relevant theoretical analysis and hypothesis verification of the five underlying variables involved,and finally concluded through empirical analysis that social interaction can affect the willingness of urban and rural residents to participate in long-term insurance.And it contains both direct and indirect methods;Perceptual value,special trust and institutional satisfaction play an intermediary role in this process,and the intermediary effect of perceived value and special trust is greater than the intermediary effect of institutional satisfaction.The specific policy proposals cover two aspects: social interaction and institutional improvement.They mainly emphasize that in the process of social interaction,it is oriented to enhance perceived value and special trust,and further deepen the satisfaction of young and middle-aged farmers with the system of urban and rural housing security.In addition,We will balance the supply and demand of old-age security,strengthen government control,and establish a comprehensive social insurance supervision system.In order to enhance the long-term willingness of young and middle-aged farmers to participate in the insurance system to achieve the goal of urban and rural housing security system.