DRIVING FACTORS OF COMMERCIAL HEALTH INSURANCE PARTICIPATION INTENTION IN CHINA UNDER POPULATION AGING: DISTINCT EFFECTS OF INDIVIDUAL COGNITION AND RISK PERCEPTION

Vollständiger Abstract

Worum geht es in dieser Arbeit?

Against the backdrop of deepening population aging and rising demand for medical security in China, Service Quality (SQ)and Strong Tie (ST) are key factors in boosting the intention to purchase commercial health insurance. This study conducts empirical analysis to test research hypotheses based on 565 valid online samples. The findings indicate that both factors significantly increase Participation Intention (PI). Individual Cognition (IC) partially mediates their relationships, while Risk Perception (RP) exerts a positive moderating effect. This research enriches the theoretical framework and clarifies synergies between core variables, offering empirical evidence and practical references for insurers to improve services, expand marketing channels and raise enrollment rates.