An Empirical Study On The Impact Of Risk Perception On Commercial Health Insurance Demand

Health is the basis of all human activities.Human life and health are not only related to personal development,but also to social harmony and economic development.The Party and the government have paid great attention to the people’s health problems and made a major decision to implement the Healthy China Strategy,which has promoted the maintenance of people’s health to the height of the national strategy.In order to better safeguard and improve people’s health level,China has established a universal medical insurance system,which can meet people’s basic medical security needs.However,with the development of economy and society and the change of people’s life style,our country is facing the problems of accelerated aging and high incidence of chronic diseases,which lead to the rapid increase of medical expenses,the increasing pressure of medical insurance fund payment,and the basic medical insurance guarantee has been unable to meet the growing demand of people’s health insurance.As an important means of transferring health risks,compensating for medical expenses and income losses,commercial health insurance can effectively compensate for the insufficiency of basic medical insurance,reduce people’s burden of medical expenditure,and play an increasingly important role in improving the level of national medical security,reducing the pressure of medical insurance fund payment,and improving the multi-level social security system.In recent years,with the support of the new health care reform and the national policy,the development of commercial health insurance in China is faster.However,as a whole,the scale of commercial health insurance is still small,and the proportion of compensation expenditure to medical expenditure in China is always low,which can not effectively reduce the burden of medical expenditure.Therefore,how to improve the demand of commercial health insurance and promote the development of commercial health insurance is an urgent problem to be solved.This paper focuses on the demand of commercial health insurance,and the main body of insurance demand decision-making is micro-individuals.Therefore,it is very important to study the factors affecting micro-individual decision-making behavior.Psychological research shows that the decision-making behavior of microindividuals is influenced not only by external factors,but also by their own psychological factors.Based on this,this paper synthesizes the research theories and methods of psychology and economics,and takes risk perception as the research object,which plays an important role in the demand of health insurance in China.It incorporates the subjective perception of health risk into the framework of individual insurance decision analysis,and makes up for the traditional individual decision theory based on rational person hypothesis.Limitations and shortcomings enrich the research of risk perception in the field of economics.The content of this paper can be divided into two aspects,theoretical analysis and empirical research.In terms of theoretical analysis,this paper introduces the research theories in different fields such as risk perception,cognitive psychology,behavioral economics and risk management,and gives the concept of health risk perception through the analysis of health risk.Then,it analyses the impact of health risk perception on commercial health insurance demand on the basis of theoretical combing and research.In the empirical research part,this paper designs and distributes the questionnaire.Based on the questionnaire data,the structural equation model is established.It is concluded that health risk perception is an important factor affecting the demand of commercial health insurance.Insurance perception plays an important intermediary role between health risk perception and commercial health insurance demand.Finally,through the discussion and analysis of the empirical results,this paper puts forward some policy recommendations,such as strengthening risk communication and promoting the development of health risk assessment.