Analysis Of The Influence Of Dangerous Experience On The Willingness To Insure For General Accident Insurance

China's insurance industry is developing rapidly but domestic insurance demand has not yet been effectively released.There are still imbalanced developments in some regions.Take the overall life insurance business and accident insurance business in the Beijing-Tianjin-Hebei region as an example.The consumption level of insurance products in Hebei Province is significantly lower than Beijing while the number of fatalities in traffic accidents is significantly higher than that in Beijing,reflecting the mismatch between the degree of insurance protection and objective risks in some areas of China.People are under-insured with low probability and high loss insurance.This is one of the visions that traditional insurance theory is difficult to explain.These visions have led many scholars to cut into behavioral insurance and seek theoretical perfection.This article selects general accident insurance as the research object.This article selects general accident insurance as the research object.Based on the characteristics of the insurance and based on the theory of risk cognition,this article focuses on the impact mechanism of dangerous experience on people 's accident risk perception and accident insurance willingness.On the one hand,this paper draws on a lot of psychological achievements,theoretically analyzes the physical and psychological reactions and cognitive changes of people after experiencing accidents,and explains the mechanism of people's willingness to buy accident insurance based on the pursuit of safety and peace of mind.Further demonstrates the role that dangerous experiences and their time distance play in increasing people's willingness to insure for general accident insurance;On the other hand,combined with theoretical analysis and the research of many scholars,based on the actual testability,put forward hypotheses about the effects of dangerous experiences and their time factors on accident risk perception and general accident insurance willingness.Then,aiming at the imbalance of insurance coverage in the BeijingTianjin-Hebei region,residents in the region were selected as the survey objects.Then,based on the time characteristics of dangerous experiences,a questionnaire for factors affecting general accident insurance willingness including risk perception,insurance willingness,insurance value perception and many individual characteristic variables was designed.Issued through the network,and received a total of 881 valid questionnaires;Then,based on the collated questionnaire data,the proposed hypothesis was tested and exploratory tests were performed on the adjustment effects of some individual characteristics.Finally,the following conclusions were verified: within a certain time frame,the time since the last dangerous experience significantly affected the accident risk Cognitive and individual willingness to insure for comprehensive accident insurance.The closer to the present time,the higher the level of risk perception and willingness to insure;The effect of the risk experience on the perception of accident risk and the individual's willingness to insure against comprehensive accident insurance is affected by the adjustment effect of the value of individual comprehensive accident insurance and the intuition-judgment personality type.The higher the insurance value cognition,the more obvious the effect of risk experience factors on the promotion of risk cognition.The perception of risk and insurance willingness of intuition personality are more sensitive to the risk experience factors than the judgment personality.Finally,based on the research results,this article proposes to improve the service quality and efficiency of insurance companies: Grasp marketing opportunities based on customers' dangerous experiences;select products based on individual customer characteristics;upgrade service quality with the goal of meeting customer psychological needs.