Huimin Insurance is an important exploration of building a multi-level medical security system in China.At present,its sustainable development is in trouble.In order to cope with this dilemma,Based on the perspective of Behavioral Economics,this study incorporates individual psychological factors into the decision-making.This paper also applies behavioral economics to the research of Huimin Insurance,which expands the connotation and application scope of behavioral economics theory.By establishing an insurance purchase decision-making process model based on behavioral economics,three psychological variables of risk perception,concept cognition,and value cognition are extracted from the three stages of insurance purchase decision-making process model.Using the survey data of Huiliao Insurance in Liaoning Province,this paper analyzes the path of psychological variables on Huiliao Insurance's willingness to purchase insurance.The main results show that in the insurance purchase decision-making,there is a sequential relationship between variables,and there is a path of"risk perception→concept cognition→value cognition→purchase intention".Concept cognition and value cognition play a chain mediating role.At the same time,there is a leap between the action paths,which is mainly manifested in the fact that conceptual cognition and value cognition play a role between risk perception and insurance purchase intention as separate intermediaries.There are two paths:"perception→conceptual cognition→insurance purchase intention"and"risk perception→value cognition→insurance purchase intention".Based on the above conclusions,this study puts forward the following suggestions:Deepen health risk education and enhance public risk awareness;strengthen the publicity and promotion of Huimin Insurance,improve awareness and value cognition;establish a user feedback mechanism to continuously optimize products and services.
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