普惠险购买意愿与购买行为的影响因素研究——以宁波市为例

Research on Influencing Factors of the Purchase Intention and Purchase Behavior of Inclusive Health Insurance--Taking Ningbo City as an Example

目的:分析居民对普惠险购买行为与购买意愿的影响因素。方法:通过问卷及访谈,对宁波市居民购买普惠险的行为、意愿进行调研,并采用二元Logistic回归分析等方法分析购买行为与购买意愿的影响因素。结果:居民对普惠险购买行为与购买意愿的影响因素不尽相同,对普惠险的认知度和接受度影响购买行为与购买意愿,而年龄影响购买行为,学历和家庭年收入则影响购买意愿,完善相关因素可促进形成购买意愿。建议:加大宣传,提高首次购买率;优化定价,提高赔付率;拓展产品责任范围及完善结算方式,增加购买期望值;发挥好政府“引导者”作用,为普惠险发展护航。

Objective To analyze influencing factors of the purchase behavior and purchase intention of inclusive health insurance.Methods Through the questionnaire and interview method,the intention and behavior of the residents in Ningbo city to purchase inclusive health insurance and their influencing factors were investigated.Frequency analysis,correlation analysis,factor analysis and binary logistic regression analysis were applied to analyze the relationship between purchase behavior and purchase intention,and explore their influencing factors.Results The influencing factors of inclusive health insurance purchase behavior and purchase intention are different.Awareness of inclusive health insurance and acceptance of insurance products affect purchase behavior and purchase intention,while age affects purchase behavior,and educational background and annual family income affect purchase intention.Improving relevant product factors can promote the formation of purchase intention.Conclusion In order to increase the participation rate of inclusive health insurance and promote its sustainable development,we should increase publicity and communication with customers to improve perception,increase the coverage of healthy people and increase the first purchase rate,optimize pricing and increase claims to improve the customer's sense of acquisition,expand the scope of product responsibility and improve the settlement method to increase purchase expectations,give full play to the role of the government as a"guide"to escort product development.