Study On The Influencing Factors Of Commercial Health Insurance Purchase Intention

The demand for commercial health insurance by consumers has been accelerating and upgrading.The Party and the state have always attached great importance to national health,and in 2016,they issued the "Healthy China 2030" Planning Outline,proposing the goal of "three steps" for a healthy China.As a powerful tool for realizing the "Healthy China" strategy,commercial health insurance has also received the attention of the Party Central Committee and the State Council.In April 2022,the State Council issued the "14th Five Year Plan" National Health Plan,which pointed out the need to "increase the supply of commercial health insurance";The report of the 20 th National Congress of the Communist Party of China also clearly pointed out the need to improve the social security system and actively develop commercial medical insurance,all of which have clarified the important role of commercial health insurance in China’s medical security system.All along,the insurance industry has earnestly implemented the relevant requirements of the Party Central Committee and the State Council,and played a positive role in serving a healthy China,improving the medical insurance system,and supporting the health industry.However,there are still structural problems with uneven and insufficient development.In this context,the paper selects Shenyang City as the research site.As a city with relatively severe aging,Shenyang has played a representative role in China’s moderate aging stage to a certain extent,and has very far-reaching significance in helping the long-term development of commercial health insurance and improving China’s basic medical security system.This article consists of six parts.The first part mainly introduces the research background and significance,the research status of commercial health insurance at home and abroad,research content and methods,innovation and shortcomings.The second part introduces the concepts of commercial health insurance and purchase intention,as well as the theoretical basis involved in the article.The third part is the analysis of the current situation of commercial health insurance,mainly including the current situation of commercial health insurance purchase,existing problems and causes of commercial health insurance.The fourth part is the survey and analysis of the basic situation of the questionnaire,including an overview of the survey plan,questionnaire design,and recovery.It analyzes the reliability and validity of the questionnaire,and conducts descriptive statistics by sorting out sample data.The fifth part is an empirical analysis of the factors that affect the willingness to purchase commercial health insurance,using a binary logistic regression model to test whether various variables have an impact on the willingness to purchase commercial health insurance,and to study the factors that affect the willingness to purchase commercial health insurance.The regression results show that personal basic information,economic factors,health status,insurance status,insurance cognition Risk awareness will have a significant impact on consumers’ willingness to purchase commercial health insurance.The sixth part is to propose feasible countermeasures and suggestions from different perspectives based on the above analysis results.