A Study On The College Students’ Willingness To Purchase Outbound Travel Insurance In China And Its Influencing Factors

China’s tourism industry,as one of the major contributors to the growth of the national economy,has developed rapidly in recent years because of the rapid development of the real economy and the substantial increase in people’s income and living standards.The contemporary citizens in C hina,whose modes of consuming have evolved,make outbound travel their preferred choice,therefore,the number of outbound tourist has been soaring year by year.But at the same time,international accident concerning tourist’s safety has been common to see,so the issue of outbound tourists’ safety has attracted public attention.The risk of that has been largely affected by the autonomy of people ’s outbound travel methods,the diversification of tourist destination choices,the increase in the frequency of outbound travel,and the deepening of the types of entertainment activities and tourist participation.Outbound tourists’ personal and property security faces such risky situation as larger spatial distribution,complex travel sources,different spatial and temporal distribution and difficult prevent and control responses,which makes the consequences even more serious.Tourists,while planning an outbound trip,will also be affected by the po litical,economic,cultural and social aspects of the country and region where the destination is located,therefore,the they need a risk management mechanism that can transfer or diversify risks,which the outbound travel insurance fills the demand.This shows that outbound travel insurance has great market development potential and it has also earned great attention of major insurance companies.However,most outbound tourists are not very willing to purchase outbound travel insurance due to factors such as low perception of outbound travel risks,insufficient understanding of outbound travel insurance,or dissatisfaction with product experience and service quality.The thesis takes the purchase intention of outbound travel insurance as the research content,and selects the university student group as the research object.Its structure is divided into the following four parts and six chapters: Part 1 includes two chapters: introduction,concept definition and theoretical basis.C hapter I contains background,concept definition,research purpose and significance,research method,and research status qua of outbound tourism risks,travel insurance,and travel insurance purchase willingness at home and abroad.Chapter II first defines such major concepts as outbound tourism risk perception,outbound travel insurance,and consumer purchase intention;then it introduces the theoretical basis of the thesis.Part 2 includes C hapter 3,which clarifies the analysis of the development of China’s outbound travel insurance and the characteristics of college student group.It applies a comprehensive study of the current status of China’s outbound travel insurance development,and an analysis of factors restricting consumers’ willingness to purchase outbound travel insurance,and explores the outbound tourism risk characteristics,awareness of outbound travel insurance,and purchasing behavior characteristics.Part 3 is the empirical analysis.C hapter 4 firstly puts forward a conceptual model of the influencing factors of outbound travel insurance purchase willingness and puts forward hypotheses based on previous studies at home and abroad.It also designs a questionnaire and describes the results of the sample recovery statistics.C hapter 5 uses principal component factor a nalysis,independent sample T-test,one-way analysis of variance,chi-square test,binary logistic regression analysis,and correlation analysis to verify the conceptual model of influencing factors of purchase willingness of outbound travel insurance.The reliability and validity of the questionnaire are comprehensively analyzed by using SPSS 24.0.The last part includes C hapter 6,which draws research conclusions and puts forward specific recommendations from three perspectives: legal system and supervision,insurance company operations,and outbound tourists themselves,aiming to increase consumers’ willingness to purchase and promote the future development of overseas travel insurance.