Research On The Willingness Of College Students To Purchase Critical Illness Insurance Based On The Theory Of Perceived Value

As an indispensable and important insurance in China's commercial health insurance,critical illness insurance has been widely concerned by the public since it was introduced into the Chinese market in 1995.Due to China's large population base and per capita medical and health resources,ordinary people are often unable to afford high medical expenses,so the demand for critical illness insurance has been relatively strong.However,because it has not been introduced into the domestic market for a long time,many problems have been exposed in the development process.From product design and sales to after-sales service,any aspect of the process may have an impact on consumer insured decisions.Chinese President Xi Jinping pointed out in the report of the 19 th National Congress that youth groups are the backbone of China's development path,and the country needs to provide them with care and love.As a representative of the youth group,college students are large in scale and high in cultural level.They are important national human resources reserves and are in a special transition period from campus to society.The health risks are also diversified and complicated.Characteristics.Although China's urban residents' medical insurance has included this group in the scope of protection,its wide coverage of low level is destined to provide only the most basic medical security,and it plays a very limited role when college students face serious illnesses.On the other hand,the commercial insurance products provided for the risk of college students with severe illness are also very limited.Various factors lead to the risk of being distracted if they are seriously ill.Based on this,this research innovation uses the theory of perceptual value to combine it with major disease insurance,trying to explore the perception of the value of college students and the main factors of decision-making.According to the research results,the corresponding solutions are given,and it is expected to promote the development of the major disease insurance business for this particular group.This article covers the following six sections.The first chapter is the introduction.Firstly,the research background of this paper is briefly introduced,and the significance of the research is elaborated.Then,the domestic and foreign literatures on perceived value,critical illness insurance and the willingness of college students to participate in health insurance are collated and made separately.Related reviews;finally,the research content and the research methods used are explained,and the innovations of this paper are pointed out.The second chapter is to summarize the critical illness insurance and its domestic and international status.It analyzes the potential market of critical illness insurance for college students(the factors that cause potential demand and the reasons for the lack of potential demand)from two aspects,highlighting The characteristics of the risk of serious illness faced by college students.The third chapter explains in detail the perceptual value theory used in this paper,laying a theoretical foundation for the following model construction and hypothesis.The fourth chapter builds the theoretical research model of this paper,that is,the impact of perceived value(including the three components of perceived benefits,insurance costs and perceived risks)on the willingness to insure.Through the combing of the research results of perceived value in various industries,the author puts forward the research hypothesis of this paper.The fifth chapter is the empirical analysis part.The purpose is to test the hypothesis made in the previous chapter.The data comes from the questionnaire issued by the network.The sixth chapter draws two main conclusions based on the empirical results: First,the dimensions of perceived benefits,the dimensions of perceived risk(except social risk)and the dimensions of insurance costs have significant effects on perceived value.Second,perceived value and its components(product and service benefits as well as functional,psychological,and intellectual risks)have a significant impact on the willingness of college students to insure against critical illness insurance.Finally,the author puts forward specific suggestions from three aspects: improving consumers' perceived benefits and reducing perceived risks and insurance costs.The innovation of this paper is to combine the perceived value theory of marketing with the creative of insurance products,which opens up a new perspective for studying the insurance behavior of insurance consumers.At the same time,this paper conducts a comprehensive research on the perceived value,and considers the difference between major disease insurance and common commodities,and designs a consumer perceived value structure index that is closer to the characteristics of major disease insurance,so that the conclusions and countermeasures of this paper More targeted and practical.