Research On The Influence Of Social Network On Family Commercial Health Insurance Participation Behavior

As an extremely important part of the medical security system,Commercial Health Insurance is of great significance for transferring residents’ health risks and reducing the burden on residents for medical treatment.As the frequency of diseases increases year by year,the awareness of residents’ own risk protection continues to increase to some extent.However,Commercial Health Insurance market still has the problem of insufficient actual demand in China.Therefore,it is necessary to study how to promote residents to participate in Commercial Health Insurance to solve the problem of medical treatment.Under the influence of traditional culture in China,social network as an informal system will affect people’s economic decision-making in a subtle way,and then affect the family’s Commercial Health Insurance participation behavior.Therefore,it is necessary to start from the perspective of social network to study whether and how social network affects family participation in Commercial Health Insurance.In the theoretical analysis,after defining the connotation of social network and Commercial Health Insurance participation behavior,this article combs the related theories,and focuses on the analysis of the mechanism of social network influencing family Commercial Health Insurance participation decision-making.In the analysis of the status quo,this article mainly summarizes the status quo of the development of social network and Commercial Health Insurance market in China.In the empirical analysis,this paper uses the family as a research unit based on the 2017 questionnaire survey data of the China Family Finance Survey（CHFS）,using the Probit model and the Tobit model to study the possibility and participation of social networks for family Commercial Health Insurance.The endogenous problem of the model is effectively solved by using the mean value of the community social network of the same age group excluding the family as an instrumental variable.Then,it focuses on the analysis of the social network’s influence on the participation of households with different living areas and income levels.The impact of Commercial Health Insurance is guaranteed,and the robustness test is carried out by rebuilding the core explanatory variable of social network.The conclusions of this paper are as follows.Firstly,although China’s Commercial Health Insurance market is developing rapidly,the actual needs of residents are low,and the role of compensation expenditures for residents to solve medical problems is limited;Then,social networks will promote families to participate in Commercial Health Insurance based on the role of information transmission and resource acquisition,and will inhibit families from participating in Commercial Health Insurance based on the role of risk sharing and emotional support;Finally,as an informal system,social network is important for families.The decision to participate in Commercial Health Insurance does have an inhibitory effect,and social networks have a more obvious inhibitory effect on the Commercial Health Insurance participation of high-income families.For the eastern and central regions,social networks have a more obvious inhibitory effect on family Commercial Health Insurance participation.However,social networks have shown a significant role in promoting family Commercial Health Insurance participation decisions in western regions.In order to promote the orderly development of the commercial health insurance market,the government should actively maintain traditional culture to guide social networks to exert positive effects.Insurance companies should improve product design to strengthen the multi-functional construction of commercial health insurance and formulate appropriate Propaganda strategies to meet the needs of different age groups.