Investigation On Purchase Intention Of Commercial Endowment Insurance For Farmers In Shijiazhuang

With the deepening of the aging degree in China,residents' demand for pension services is increasing,and the pension problem has gradually developed into a national problem.Compared with the urban,aging degree is higher in rural areas and the traditional way of pension is being gradually weakened,the existing pension mode cannot fully meet the needs of farmers for pension,and commercial endowment insurance as the third pillar of endowment security system can effectively avoid longevity risk,provide guarantee for the elderly of residents life.However,the development of rural commercial endowment insurance is relatively slow at this stage,and its advantageous role in old-age security has not been fully played,so rural areas should vigorously promote the development of commercial endowment insurance.Firstly,the paper points out the plight of rural pension in Shijiazhuang from three aspects: the weakening of family pension function,the imperfection of community pension,and the inability of social pension insurance to meet the needs of residents.It also points out that the development of rural commercial endowment insurance in Shijiazhuang city can meet the needs of farmers,promote the development of the rural market,and improve the old-age security system.Secondly,This paper investigates the purchase intention of rural commercial endowment insurance in Shijiazhuang by means of questionnaire,by analyzing the collected data,it is found that there is a significant and positive correlation between personal factors such as education level,respondents' physical condition and purchase intention.In terms of family factors,there was a significant and negative correlation between the number of elderly people in the family and their purchase intention,while there was a significant and positive correlation between the health status of elderly people in the family and their purchase intention.Cognitive and buy factors of residents' understanding of commercial endowment insurance and purchase intention,no significant relationship between respondents buy commercial endowment insurance is the main reason of the products can meet the requirements,see someone around to buy,not buy mainly because ofeconomic conditions do not allow,express concern about the quality of service of insurance company,etc.External factors the buying behavior of people around you,the participation of social endowment insurance status and relationship between residents' willingness to buy,and someone had around buying behavior,took part in the social endowment insurance of the respondents have a strong willingness to buy,at the same time those who are willing to choose unconventional old-age pension in the form of the residents' willingness to buy more.At the end of the article gives the corresponding Suggestions for the improvement of Shijiazhuang city farmers purchase intention of commercial endowment insurance,including continuously to strengthen the education of peasants to shift its inherent endowment ideas,supports the rural economy in order to improve the residents' purchasing power,to optimize the commercial endowment insurance products to meet the demand of residents,improve service ability to enhance residents' satisfaction,strengthening government regulation to protect the healthy development of the rural commercial endowment insurance.