A Study On The Factors Influencing The Willingness To Purchase Critical Illness Insurance Among Young And Middle-aged People

In recent years,with the continuous improvement of people’s living standards and the proposal of the Healthy China Plan,people’s awareness of health care has become higher and higher.Therefore,critical illness insurance,which is the main source of commercial health insurance premium income,has seen its premium income rise steadily even during the outbreak of the new crown epidemic.However,from a macro point of view,the proportion of critical illness insurance and even health insurance premium income in the total national health expenditure is much lower than that of basic medical insurance,and the alleviation effect on the payment pressure of the basic medical insurance fund is minimal,and the contribution rate in the multi-level social medical security system is still very low.In addition,after a period of rapid development,critical illness insurance began to have problems such as the peak of existing customer groups,the decline in new policy premium income,and the excessive homogeneity of products.However,in the young and middle-aged groups with the strongest cost-effective and potential purchasing power of critical illness insurance,there is a large protection gap,which is manifested in the fact that there is no purchase and the purchase amount is low,which will bring a heavy blow to the individuals and families of the unfortunate young and middle-aged groups suffering from serious diseases,and is not conducive to the stable development of society.Based on this,on the one hand,in order to solve the challenges faced by the development of critical illness insurance,and on the other hand,in order to strengthen the critical illness risk prevention ability of individuals and families of young and middle-aged groups,it is necessary to explore the influencing factors of the group’s willingness to purchase critical illness insurance.Firstly,this paper reviews a lot of literature on the influencing factors of critical illness insurance and health insurance purchase intention,and determines the core research variables of this paper: social interaction,risk cognition,perceived value,and perceived risk.Then,the literature on the relationship between social interaction,risk cognition,perceived value,perceived risk and consumer insurance purchase intention is further sorted out,and on this basis,combined with Maslow’s hierarchy of needs theory,behavioral economics theory,planned behavior theory and S-O-R theory,the research model of this paper is preliminarily constructed,the meaning of social interaction,critical illness risk cognition,perceived risk,perceived value and critical illness insurance purchase intention is defined,and research hypotheses are proposed.Secondly,with reference to the standardized process of questionnaire design and the mature theory and scale of core variables,the questionnaire is designed,and the questionnaire is distributed and collected in the online form forwarded by professional institutions and relatives and friends.Finally,SPSS26.0 and MPLUS8.3 were used to perform descriptive analysis,reliability and validity analysis,structural equation model analysis and mechanism effect test of valid questionnaire data,and the results showed that the influence mechanism of social interaction on the purchase intention of critical illness insurance through different channels was different.Among them,the direct effect of offline social interaction on the purchase intention of critical illness insurance of young and middle-aged people is not significant,but has an indirect impact on consumers’ purchase intention of critical illness insurance through critical illness risk cognition and perceived value,and there is no significant difference between the two intermediary path effects.The direct effect of online social interaction on the purchase intention of young and middle-aged people to purchase critical illness insurance is significant,Online social interaction also has an indirect impact on consumers’ purchase intention of critical illness insurance through intermediary variables,the specific paths are online social interaction→ critical illness risk cognition→ perceived value→ critical illness insurance purchase intention and online social interaction→perceived risk → perceived value→ critical illness insurance purchase intention,and there are significant differences between the two chain path effects.Based on this,this paper puts forward policy suggestions from the aspects of improving the critical illness risk awareness of young and middle-aged groups,reducing the perceived risk,strengthening the social interaction between young and middle-aged groups,optimizing the critical illness insurance service experience,and improving the perceived value.