| The growth rate of per capita medical expenditure in China far exceeds the growth rate of disposable income of residents.In the face of the medical expenses of major diseases,the personal expenses and rehabilitation expenses after social insurance reimbursement are still high.Poverty due to illness still occurs frequently.Expensive and difficult medical treatment are still the key problems to be solved by the government.Therefore,the emergence of commercial supplementary medical insurance relieves the pressure of medical demand in China.In this context,this paper takes Huirong insurance as a case to study the influencing factors of customers’ purchase intention of commercial supplementary medical insurance,which has certain value.This paper mainly studies the influencing factors of customers’ purchase of supplementary commercial medical insurance,and takes Huirong insurance as an example to conduct a specific empirical analysis.This paper first describes the theoretical basis of Unified Theory of Acceptance and Use of Technology(UTAUT).Secondly,this paper constructs a research model based on the theory,which includes various factors of UTAUT,perceived risk and perceived cost.Thirdly,this paper takes huirongbao commercial supplementary medical insurance as an example,designs a questionnaire according to the theoretical model,and conducts a questionnaire survey.Fourthly,this paper establishes the structural equation model for empirical analysis of the collected commercial supplementary medical insurance data of Huirong insurance company.The conclusions are as follows:(1)From the theoretical analysis results,based on the UTAUT model,combined with the perceived risk and perceived cost factors,a research model of influencing factors for customers to purchase commercial supplementary medical insurance is formed.At the same time,according to the UTAUT model,age,gender and the experience of purchasing commercial supplementary medical insurance products were taken as the moderating variables of the model.(2)In this paper,Huirong insurance commercial supplementary medical insurance as an example,according to the theoretical model design questionnaire,and conducted a questionnaire survey,collected 600 questionnaires,493 of which were successfully recovered,437 of which were effective,the overall questionnaire efficiency was 72.83%.(3)According to the results of empirical analysis,from the perspective of perceived risk,the perceived risk of customers to the supplementary commercial medical insurance will significantly inhibit the purchase intention of customers,but also inhibit the occurrence of their purchase behavior.From the perspective of commercial expectation,the commercial insurance has a significant positive impact on the customer’s willingness to purchase medical insurance.From the perspective of effort expectation,the performance expectation of customers for supplementary commercial medical insurance will significantly and positively affect their purchase intention.From the perspective of social impact,the social impact of customers’ purchase of supplementary commercial medical insurance will significantly and positively affect their purchase intention.From the perspective of perceived cost,the perceived cost of customers’ purchase of supplementary commercial medical insurance will significantly negatively affect their purchase intention.From the perspective of contributing factors,the contributing factors of customers’ purchase of supplementary commercial medical insurance will significantly and positively affect their purchase intention.In addition,gender,age and purchase experience have significant moderating effects on perceived risk,perceived cost,performance expectation and purchase intention. |
