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消费者寿险购买意向影响因素的实证研究.docx

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消费者寿险购买意向影响因素的实证研究 Title:AnEmpiricalStudyofFactorsInfluencingConsumer'sLifeInsurancePurchaseIntention Introduction: Inrecentyears,thelifeinsurancemarkethaswitnessedsignificantgrowth,withincreasingnumbersofconsumersrecognizingtheimportanceofhavingalifeinsurancepolicy.However,despitethegrowingdemand,manypotentialconsumersstillhesitatebeforemakingapurchase.Understandingthefactorsthatinfluenceconsumers'lifeinsurancepurchaseintentioniscrucialforinsurancecompaniestoeffectivelytailortheirmarketingstrategiesandimprovetheircustomeracquisitionrates.Thisstudyaimstoexploreandempiricallyanalyzethekeyfactorsthatinfluenceconsumers'lifeinsurancepurchaseintentions. LiteratureReview: 1.ConsumerPerception:Consumerperceptionoflifeinsuranceasafinancialsecurityinstrumentplaysacrucialroleinshapingtheirpurchaseintention.Factorssuchasperceivedbenefits,perceivedrisks,andperceivedvalueareimportantindeterminingwhetherconsumersperceivelifeinsuranceasaworthwhileinvestment. 2.TrustinInsuranceCompanies:Trustisafundamentalfactorintheconsumer'sdecision-makingprocess.Consumersaremorelikelytopurchaselifeinsurancefromcompaniestheytrust.Factorssuchasfinancialstability,reputation,andpreviousexperienceswithinsurancecompaniesinfluencetheleveloftrustconsumersplaceinthem. 3.DemographicFactors:Age,incomelevel,educationalbackground,andmaritalstatusaredemographicvariablesthatplayasignificantroleinshapingconsumers'lifeinsurancepurchasedecisions.Forexample,youngerindividualsmightperceivelifeinsuranceaslessurgent,whilethosewithhigherincomesmayhavemoredisposableincometoallocatetowardsinsurancepolicies. 3.PerceivedPriceandAffordability:Theperceptionofpriceandaffordabilityoflifeinsurancepremiumssignificantlyaffectsconsumers'purchaseintentions.Consumersaremorelikelytoconsiderpurchasinglifeinsuranceiftheyperceivethepremiumstobereasonableandwithintheirbudgetconstraints. 4.SocialInfluences:Friends,family,andacquaintancescanplayavitalroleininfluencingconsumers'purchaseintentions.Word-of-mouthrecommendations,socialnorms,an