Research On The Purchase Intention And Influencing Factors Of Commercial Endowment Insurance Of Employees In New Formats

The technological revolution has led to the industrial optimization and consumer upgrading,which in turn has led to market segmentation demographic and lifestyle changes in the service sector,driving occupational change and achieving major changes in employment patterns.As new occupations continue to be created,they drive the development of new industries and technologies,ultimately leading to fuller employment.In the context of nowadays’ gradual ageing,due to the distinctive characteristics of the new industry with its platform,the complexity of its labor relations and the blurred legal boundaries of employment,most new industry workers are excluded from the social security system,and the future retirement life of this group lacks effective protection.With the guidance and support of national policies,commercial insurance in China has been actively explored in recent years to address the characteristics and needs of those working in new industries and to fill in the gaps that are difficult to be covered by traditional social security by means of commercial insurance.The thesis first analyses the categories,characteristics and scale of new industry practitioners,and compares the current policy and development status of commercial pension insurance for new industry practitioners.By referring to relevant literature at home and abroad and combining the actual situation of new industry practitioners,a questionnaire is designed by selecting 23 factors that may affect the willingness of new industry practitioners to purchase commercial pension insurance in six dimensions: basic personal and family information,basic occupational information,future retirement vision,insurance awareness,satisfaction with supply and external factors.Secondly,a total of 383 new industry practitioners were selected according to different industries,including takeaways,couriers,community group purchase leaders and online taxi drivers,and the data was described and analyzed.Finally,a series of research methods such as descriptive statistics,significance tests and binary logistic regressions were used to derive the empirical results: the eight variables of education,industry engaged,average monthly income,future career planning,knowledge of commercial pension insurance policies,knowledge of commercial pension insurance products,satisfaction with the price of commercial pension insurance products,and the driving force of colleagues or friends around them to purchase insurance,all have a significant positive influence on the willingness to purchase commercial pension insurance products.Based on the above research,the thesis makes the following recommendations:firstly,insurance publicity and education for new industry practitioners should be strengthened to provide them with professional guidance and assistance;secondly,the service level of insurance companies should be improved to meet the personalized needs of new industry practitioners;thirdly,the structure system of commercial pension insurance for new industry practitioners should be optimized to highlight the "exclusive" characteristics of commercial pension insurance;fourthly,the yield of commercial pension insurance products should be increased to stimulate the incentive to take out insurance;fifthly,the supervision and management of commercial pension insurance should be strengthened to ensure that new industry practitioners are provided with adequate pension protection.