The Research On The Influencing Factors Of Purchasing Intention Of Million Medical Insurance

In recent years,with the benefit of policy support and the enhancement of residents’ insurance concept,commercial health insurance has developed rapidly.Among them,the medical Insurance,especially the "Internet celebrity" product Million Medical insurance,develops rapidly,the product is updated and iterated rapidly,the premium scale keeps expanding,and the development prospect is broad.However,in the past two years,under the background of the emergence of people’s benefit insurance,higher requirements from consumers and strengthened supervision,the extensive development of Million Medical Insurance has become unsustainable and the development has entered a bottleneck.How to continue to develop has also become a topic worth thinking about.Based on the perspective of consumers,this paper studies the factors influencing the purchase intention of Million Medical Insurance through questionnaire survey,and puts forward suggestions for insurance companies to improve the purchase intention of consumers.This paper first analyzes the emergence and development of China’s Million Medical Insurance;Secondly,through theoretical research,"knowledge" is added into the theoretical model of planned behavior,an extended theoretical model of planned behavior is constructed to study purchase intention and its influencing factors,and the Structural Equation Model is used to verify it in the empirical part.In the questionnaire part,this study also designed demographic statistical variables,multiple choice of characteristics and external factors of Millions Medical Insurance products to analyze the purchase intention of different types of customers,which characteristics of products and which external factors they pay more attention to.This study shows that among the theories of planned behavior,"attitude" is the biggest factor affecting the purchase intention of Million Medical Insurance,followed by perception of behavioral control,subjective norms,and knowledge is also one of the important factors.Consumers are more willing to buy products with guaranteed insurance renewal,more additional medical services and comprehensive guarantee responsibility;Consumers also value word of mouth;Demographic characteristics,such as income,also influence buying intentions.This paper puts forward some suggestions: publicize and popularize Million Medical Insurance knowledge,improve service quality and reputation,strengthen product development and design,and insurance companies help precision marketing through digital transformation.