The Impact Of Internet Use On Demand For Commercial Health Insurance

In 2014,The State Council issued several Opinions on Accelerating the Development of Commercial Health Insurance(State Development Administration of China(2014)No.50),which proposed to support insurance companies to actively use the Internet,big data and other new technologies to promote the development of China’s commercial health insurance,improve the supply of insurance products and meet the diverse needs of the public.In 2017,the report of the 19 th CPC National Congress proposed the implementation of the "Healthy China Strategy",which has an epochal and strategic significance for the health of urban and rural residents.The government proposed the comprehensive establishment of a multi-level social security system,including medical security.In 2020,under the influence of COVID-19,health insurance will return to people’s sight,and residents will pay more and more attention to their own health management,which will promote the rapid development of commercial health insurance in China.This paper examines the impact of Internet use on the demand for commercial health insurance.Firstly,the introduction mainly introduces the development status of The Internet and commercial health insurance in China.Secondly,the second part introduces Maslow’s hierarchy of needs theory and income transfer theory,analyzes the influencing mechanism and puts forward research hypotheses.The third part analyzes the development status of China’s commercial health insurance and the basic situation of the Internet commercial health insurance,analyzes the opportunities and challenges faced by the Internet commercial health insurance.In the fourth part,explanatory variables,explained variables,mediating variables and control variables are selected based on the data from the 2018 Chinese General Social Survey(CGSS),and the research model is set and descriptive statistical analysis is conducted on the data.In the fifth part,Probit model,instrumental variable method and mediating effect model are used for empirical test.Finally,the conclusion of this paper is drawn and some suggestions are put forward.The results showed that :(1)Internet use significantly increased residents’ demand for commercial health insurance.After endogeneity was eliminated by instrumental variable method,the measurement results were still positive and significant,indicating that the conclusion was still valid.(2)The mediating effect model analyzed that the two factors,information source and cognitive ability,had significant partial mediating effects in the path of the influence of Internet use on the demand for commercial health insurance;(3)Heterogeneity test results show that with the popularity of the Internet,urban residents,middle-aged and elderly people and residents with higher family income are more likely to increase the purchase of commercial health insurance.Based on the empirical research,this paper puts forward the following suggestions: The government should improve the network infrastructure construction in rural areas,publicize health insurance and related theoretical knowledge to improve people’s awareness of insurance security.Insurance companies should subdivide customer groups,create scenario-based products to meet consumer needs,and create health management platforms.The innovation of this paper lies in the use of the mediation effect model from the micro level to explore the impact of Internet use on commercial health insurance demand path,based on the results of heterogeneity analysis to put forward the corresponding countermeasures and suggestions.