苏州市中青年购买健康险产品消费行为研究

本文主要针对苏州市的年龄在20岁～60岁间的居民为研究对象,研究苏州市中青年消费者对于购买商业健康保险的购买行为。研究后发现,各生活形态集群对于未购买原因有比较显著的差异,而对于购买动机,给付偏好、购买评估准则以及产品利益等则基本相同。因而,对各大保险公司来说,针对不同的子市场执行相应的保险营销策略,则有利于提高消费者的购买意愿,提高投保率。

A Study on Purchasing Behavior of Youth and Middle Customer with Health Insurances in Suzhou

This research is about the consumer behavior of purchasing health insurance.In the research,we take the Youth and Middle Aged people who lived in Su Zhou as research samples.From the data,we can get some information about the respondents,behaviors,characters,ages and the view about Health Insurance and so on.Some conclusions were found,The insurance company should design some good health insurance products for the deferent people and deferent needs.