Research On Influencing Factors Of Commercial Health Insurance Consumption Behavior Of Urban Residents In Taiyuan

In recent years,due to the increase of policy support and residents’ demand,commercial health insurance has gained more market opportunities and development space.By the end of 2021,the total premium income of national commercial health insurance has reached 844.702 billion yuan.Although the health awareness of urban residents in Taiyuan has gradually increased,they are still facing the challenge of increasingly serious aging.In 2021,the proportion of the population aged over 60 in Taiyuan is 16.1%.Studying the commercial health insurance consumption behavior of urban residents in Taiyuan can improve the insurance consumption level of residents,and put forward countermeasures and suggestions to promote the development of commercial health insurance of urban residents in Taiyuan from the perspective of consumption behavior.This paper first combs the factors that affect the consumption behavior of commercial health insurance and the literature of optimization strategies,and defines the concepts of commercial health insurance and consumption behavior.The consumption behavior is subdivided into three aspects: consumption intention,consumption decision and consumption evaluation,and Maslow’s demand theory and consumption behavior theory are explained.Then,this paper provides background information by describing the development status of commercial health insurance in Taiyuan,including the basic situation,development environment,premium income,insurance depth and insurance density.Next,Taiyuan is selected as the survey area,and questionnaires are distributed to understand the current situation of residents’ health insurance consumption behavior.The binary logistic model is used to analyze the factors that affect the consumption willingness and consumption decision of urban residents in Taiyuan,and the disordered logit model is used to analyze the factors that affect the consumption evaluation of urban residents in Taiyuan.This paper draws the following empirical conclusions: First,the factors that affect the willingness to consume commercial health insurance in Taiyuan include: consumers’ cognition of commercial health insurance,whether they have the willingness to understand the relevant functions of health insurance,education level and annual income;Secondly,the factors that affect the consumption decision of commercial health insurance in Taiyuan include: consumers’ cognition of commercial health insurance,whether they have the willingness to understand the relevant functions of health insurance and whether they enjoy adequate social security;Third,consumers’ satisfaction with the price and value of commercial health insurance products,the speed and efficiency of claims settlement of insurance companies,the popularity of commercial health insurance clauses,and the quality of service of insurance companies will affect their repurchase decisions.Finally,this paper puts forward countermeasures and suggestions to promote the development of commercial health insurance for urban residents in Taiyuan from two levels.At the insurance company level,we should publicize insurance knowledge through multiple channels,conduct regular social research,understand the needs of consumers,simplify the after-sales claim settlement process,and improve the professional level of insurance company personnel;Government level: improve relevant laws and regulations,introduce preferential policies,strengthen insurance supervision,and strengthen publicity.