Research On Influence Factors Of Rural Residents’ Participation In Insurance Decision-making In Commercial Endowment Insurance In Heilongjiang Province

In the vast rural areas in Heilongjiang province where an aging of population problem grows seriously, the traditional old-age security is not enough to guarantee rural residents life in the future. If just rely on the government and the support of the family, it does not improve the living standards of the rural elderly residents and ensure the rural elderly residents’ life quality twilight years. Commercial endowment insurance is the important supplement of social endowment insurance, can fill the blank area of social endowment insurance, has the characteristics such as strong professional and flexible product, meet the different needs of different levels of consumer, expand the scope of social security in rural areas, and reduce the pressure of government, family and personal provide for the aged.But through a field survey and research, it exist the status quo that the commercial endowment insurance for rural residents potential demand is higher and the actual rate of joining insurance is lower in Heilongjiang province. It exist the non equivalence relations between the potential demand of rural commercial endowment insurance and the actual rate of joining insurance. Therefore, to perfect the security system of rural endowment insurance in Heilongjiang province, not only to have a sound rural commercial endowment insurance system, the rural commercial endowment insurance institutions provide sufficient and effective services and products, also need the rural residents to have own clear insurance decisions, actively participate in insurance. Currently, insurance company has made some achievements in opening up Heilongjiang province rural endowment insurance market, but there are still some problems that participate in insurance are not active, development momentum is always insufficient and so on. Therefore, the study on the influence factor of rural residents insured decision-making is a systematic and complex project, if according to several important influence factors of rural residents insured decision, put forward an overall program to solve the not high insurance rate, it has a realistic significance for promoting a rapid development of the undertaking of Heilongjiang province rural commercial endowment insurance.Based on the Heilongjiang province rural residents, the micro subject as the research object, the study sample three areas in Heilongjiang Province, Harbin City, Qitaihe City, Heihe City, these three places of the rural area as the research sample, and has a sampling survey for rural residents’ commercial endowment insurance’s participation in insurance situation. To unfold the influence factors of rural residents participation in insurance decision-making from the four aspects of the individual level, family level, cognitive level, supply level respectively. First of all, explains the purpose and significance of the research then comprehensively summarize and briefly evaluate research dynamic in the domestic and foreign rural residents’ commercial endowment insurance aspect, based on expounding the relevant theories, to analyze the necessity and the present development situation of rural residents to participate in commercial endowment insurance. Secondly, carries on the field investigation and study, obtain first-hand material, survey and analyze the influence factors on its commercial endowment insurance decision-making, and use LOGISTICS model to empirical test, In order to understand the influence factors’ degree of the rural residents participation in insurance decision-making in commercial endowment insurance, and obtain that nine factors influence commercial endowment insurance’s participation in insurance decision-making, respectively, family annual income, satisfaction with services of insurance company, the degree of the understanding of endowment insurance, health status, educational level, household expenses, insurance premium amount, number of children, the satisfaction degree of security level. Finally, targeted from the government policy level and the insurance company level, the writer gives suggestions in order to enhance the rate of participating insurance of Heilongjiang province.