A Study On The Influential Factors Of Ethical Risk Behavior Intention Of Insured Parties In Commercial Medical Insurance

Amid social and economic progress and an increasingly advanced health insurance system,the demand for medical services is on the rise.However,the high levels of commercial health insurance claims are attributed to moral hazard,linked to policyholders and medical institutions.The surge in medical costs is primarily caused by the moral hazard of medical institutions,although that of policyholders should not be disregarded.Such conduct not only increases the cost burden on policyholders but also causes economic losses to insurance companies,impeding the standardized development of the commercial medical insurance market.Hence,it is crucial to address the moral hazard of policyholders.The study uses the theory of planned behavior,examining attitude,subjective norm,and perceived behavioral control,and introduces factors such as insurance motives,risk perception,and legal policy for empirical analysis.Ethical risks of insurance behavior are theoretically analyzed.660 valid surveys are comprehensively examined with SPSS 26.0,and AMOS 26.0 is used to validate the study hypothesis through a structural equation model.Findings indicate that insurance motive,attitude,subjective norm,and perceived behavioral control positively impact ethical risk behavior intention of insurance consumers.Attitude partially mediates subjective norm,perceived behavioral control,and behavior intention.Risk perception and legal policy have a negative impact on ethical risk behavior intention of insurance consumers.To mitigate ethical risk behavior intention,measures such as cognitive education,public opinion campaigns,underwriting and claims reviews,insurance function elucidation,risk education enhancement,and legal regulation refinement are necessary.