Objective To explore the mediating role of perceived value including perceived product,perceived cost and perceived service between the cognitive level and purchase intention of Huimin insurance based on the knowledge-attitude-practice theory and perceived value theory,providing references for improving the coverage rate of Huimin insurance and promoting sustainable operations.Methods A total of 396 adults aged 18-59 years were investigated with an electronic questionnaire.Bootstrap mediation effect test was used to test the effect relationship between variables,and AMOS was used to establish a structural equation model for the fitting test.Results The cognitive level of young and middle-aged adults towards Huimin insurance was 46.3%and the overall participation rate of Huimin insurance was 75.0%.Cognitive level had a significant positive impact on willingness to purchase Huimin insurance.Perceived value played a partial mediating role between cognitive level and Huimin insurance.Conclusion In order to improve the participation rate of Huimin insurance,on the one hand,the government should strengthen publicity and construct an online interactive platform to improve the cognitive level of Huimin insurance;on the other hand,the design of Huimin insurance should be continuously optimized to enhance the perceived value.
关键词
惠民保/中青年/参保意愿/认知水平/感知价值
Key words
Huimin insurance/young and middle-aged adults/purchase intention/cognitive level/perceived value
维普
万方数据