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我这里有一篇，还可以去 Consumer Psychology and influencing factorsAbstract: commercial insurance, as a special commodity, with the corresponding consumer demand and consumer psychology. Grasp the insurance consumer psychology, consumer psychology to explore the commercial insurance factors, and effectively carry out the insurance marketing is of great the development of economy, the insurance industry as an important tertiary industry services industry, in social life plays an increasingly important role. Commercial insurance as a kind of special commodity, have their own consumers and the corresponding consumer demand. Grasp the insurance consumer psychology, actively carry out the marketing activities of insurance is in place before the new and old insurance company a formidable task. This paper consumption of commercial insurance and its impact on psychological factors, with a view to effectively carry out insurance to provide certain information and , insurance and the insurance consumerIn the insurance theory community, scholars from different angles under the definition of insurance, more generally applicable definition: "Similar insurance is a dangerous combination of the many units or individuals to a reasonable share of the calculation in the form of the realization of the members of the minority economic losses caused by dangerous accident compensation act "Commercial insurance business to insurance as the target has been made here of insurance forms, it has the function of economic loss compensation or to provide economic security, thereby shift the risk of loss to meet people's needs. Independent insurance is a pure form of the protection of goods, of the body of which is the insurance policy. Insurance consumers can be a natural person may also be legal, insurance companies and customers is the relationship between commodity trading, insurance consumption on the premise that the price paid (premium). For insurance consumer must have a certain capacity to insurance policyholders delivery consumption that is the purchase of insurance premiums, the insurance company accepted the services provided; the subject occurred in the insurance agreement accident, the insurance company received compensation of economic losses, or when agreed by the time of the incident, receive insurance from the whole process . Based on the characteristics of self-insurance, insurance is different from the consumption of other consumer behavior characteristics:1. Existence of the insurance risk is the establishment of conditions. Therefore, the insurance consumer on the premise that consumers have a potentially dangerous;2. Insurance consumer to be the most common behavior. Insurance is based on majority rule, the risk of loss rate uncertainty, probability theory and other mathematical tools for economic loss of some or all of compensation for the average assessed, the insurance consumer is the process of the majority of mutual aid process, it must have a majority of participants;3. Insurance is the result of consumer uncertainty. After compensation insurance is economic losses, insurance contracts built on the results of performance under the contract conditions, events may occur or may not occur foundation. Therefore, consumers in the insurance consumer decision-making that is the purchase of insurance policies, can not specifically aware of their consumption;4. Insurance with personal consumption of. The guaranteed by the insurance contract is suffering losses to the insured herself, and personal禀性, behavior, and so will greatly affect the insurance subject to the possibility of occurrence and severity of losses. Therefore, insurance policyholders under different conditions and the situation of the insured object decision on whether to accept or conditionally accepted its insuredSecond, the insurance consumer Psychological AnalysisConsumer behavior is the direct cause of psychological motivation, it is an inherent human Active forces can drive, prompted consumers to achieve their goals for consumption activities. Insurance policy holders to participate in activities are also subject to the disposal of certain psychological.(1) for the psychological safetyInsurance motive is to promote direct insurance activities of the insurance consumer an internal dynamic. It is a kind of insurance needs, this need is an objective requirement in the insurance reflected in the minds of consumers, its performance for the insurance intentions, aspirations, and so the generation, on the insurance consumer play an active role in psychologist Maslow believe that the United States, with five human needs. First physiological needs; Second, security needs; third is social interaction needs; fourth is the need to be respected; Fifth, it is self-actualization needs. Generally, a level to meet the needs of the relative, another to a higher level. Insurance needs based on the physiological needs, security needs is a kind of extension. In particular, people on the insurance needs of this special commodity, is derived from people's security, stability and order needs.(B) savings psychologicalWith the development of the insurance industry, more and more investment-oriented insurance products have been promoting, such as education of the children of married to the current insurance, endowment insurance, and others have invested savings features. Some people in the economic conditions permitting, would consider such insurance. These types of security on the one hand has the role of maintaining and increasing the savings on the other hand there are the role. This psychological consumption for the insurance and will have a positive role in promoting. (C) sheep mentalitySheep mentality in the insurance consumption is widespread, the social trends, consumer class, social groups, and other factors, generate certain sectors of their career, the psychological line groups. Some people listen to people around that insurance is a good thing that people insured on the insurance with blindness, and they often did not know the meaning and significance of the insurance, which resulted from the sheep mentality of the insurance consumer is often not the end of 1997, insurance has almost "out-of-stocks" popular scenes. "抢购风", a large number of the herd phenomenon, echoed its views blind, continued to pay premiums in the second year when it found that their own economic strength can not bear such high premiums, year after year, continued reference to continue its inadequacies, a lot of people were forced to surrender surrender brought losses to both sides addition, some surrender also losses due to cost disputes or complaints with insurance , the sheep mentality despite the insurance consumer in a certain period of time will play a catalytic role, but that role is not to promote lasting.(D) psychological selfish profitsThe psychological driven by selfish and take advantage of the insurance consumer behavior often buy insurance companies in an unfavorable position. As noted above, the consumption of personal insurance, because insurance subject danger and the possibility of a dangerous extent, to a large extent by the insurance consumer behavior of their own. The insurance process, between policyholders and insurance companies significant information take advantage of the insurance consumer psychology is very clearly the functions of insurance companies, operating methods and the relevant provisions, they put the insurance as a profit-making ladder. In their unscrupulous insurance, or over-insured or the insured concealed conditions, is expected to deliberate must pass on the risk insurance companies. For example, private forbidden collective dangerous insured, and so on. Even some people will deliberately create insurance for accidents to cheat insurance companies "compensation", such as artificially create the false impression of theft, obtaining property insurance compensation insurance companies. Although such a mentality to some of the insurance consumer behavior, but that consumer behavior is not conducive to the development of the insurance industry, with the relevant laws and regulations of the commercial insurance business, as well as the standardization of sound, which would tend to reduce the psychological.(5) luck, luck-based mentalityIn front of the mentioned insurance depend on the results of consumer provisions in the period, in line with the conditions stipulated in the contract whether or not the incident occurred. The insurance consumer uncertainty led to a consumer's luck, luck-based people considered dangerous possible, with luck they psychological, expect to pay less premiums are a rich compensation. However, if after a period of time, no insurance accident occurred, we believe that the insured unnecessary, disaster prevention are unfounded, and this time they would disappear prevention of mental, psychological and luck has prevailed, leading to surrender, the category of persons insured motive instability, which can not be lasting psychological insurance to promote consumption, consumption has hindered the insurance role.(6) reliance on psychologicalImpact also rely on the insurance consumer psychology. Such psychological part by the impact of the past planned economy, they think the accident occurred, the individual can rely on flats, units can rely on the state's financial or Home Relief. At the same time, the traditional Chinese friends to rely on each other, parents rely on their children, their children also to a large extent on the psychological parents to rely on the people's psychological. In such a psychological impact, people are not part of the way to take insurance risk preparedness, but rely on relatives, friends or units, the state. This mentality led some people to the indifferent attitude of the insurance consumer.(7) Comparison of Psychological SelectionAs with other consumer behavior, consumers in the insurance consumer choice when compared with the psychological. They will be acquired in accordance with market information on various insurance products and the possible alternatives (such as investment-oriented insurance and savings to a certain extent between the irreplaceable role), through analysis of its price and quality, thus they choose to said that the greatest , the impact of psychological factors Insurance Consumer AnalysisDifferent insurance consumers have different insurance consumer mentality of the insurance consumer sentiment affected by many factors. Among these factors also have different degrees of interaction.(A) personal psychological factors from a psychological point of view, each person has a different psychological structure, the most important of which is that the human personality tendencies. Including the needs, motivations, interests, ideals, beliefs, world outlook, outlook on life and values, and so on. Personality tendency to lead everyone has a different risk attitudes. Risk attitude is the psychological impact on insurance consumers inherent main reason. Nobel economics winners Arrow risk to people's attitude divided into three, a "good risk"; second is the "risk averse"; third "risk-neutral." Risk different attitude to face the future with the objective of the danger, different people have different risk preparedness needs, will have different insurance motive, which have different insurance consumer behavior.(B) insurance product quality and priceConsumer behavior, people inevitably will seek "cheap" and therefore, insurance commodity prices and the quality of their impact on the insurance consumer psychology as one of the of goods reflected in the quality of the service quality insurance companies, claims, personnel quality, professional ethics and business environment, and other factors. The insurance companies which service is particularly important. Apart from the disaster can be certain compensation, in the hope that consumers also insured program design, technical advice and other aspects of disaster prevention and satisfactory services. But as society, the changing economic environment, insurance services also need to pay attention to market research and promptly capture information, and constantly develop design meet the requirements of the prices that insurance premiums. Commercial insurance consumer is built on a certain currency on the basis of ability to pay, therefore, the self-insurance commodity prices on the insurance consumer impact is very obvious. Generally speaking, the relationship between the two was the opposite direction changes. Individuals or units when buying insurance is more rational, they observe the principle is the largest marginal effect. That is to say, they will according to their income and the limited access to market information, the need to choose the most, the most valuable insurance policy.(3) Social factors1. Traditional cultural influencesTraditional culture is formed in the historical development of the customs, values and codes of conduct, way of life, ethical and so on. Living in the social environment of each person's thoughts and actions are deeply affected by the traditional culture, the insurance consumer sentiment also by the traditional of all, the hardworking and thrifty thinking of the impact, many people outside of the daily necessities consumption is often careful planning, and usually more concerned about immediate savings, without considering the long-term , the traditional concept of family ethics, many people raising children, parents see is the maintenance of internal family obligations, not to accept these responsibilities will be transferred to the outside world, to seek protection from outside the insurance act. Again, the prevailing demand is the same psychological impact caused by the traditional culture, people strive to maintain consistency with the outside world, but also the so-called "seeking common ground while."Finally, feudal superstition is to a large extent influence the thinking of the insurance consumer mentality of the people on the one hand consider the dangerous taboo, there left to chance; face danger on the other hand, some people prefer to resort to "God" or, as will all "act of God."2. Social groups affectedPeople living in a certain social groups, usually in a group of people have a certain similar objective conditions, such as age, gender, occupation, ability to pay, and cultural standards. Each person's insurance will be a consumer mentality where groups of their own, but also by other groups. Social groups exchanges and communication within the group to keep faith, values and norms of a group, which formed a consistency between the groups. Generally, groups of individuals based on the trust and the fear of Outlier often want to maintain consistency between the face of the insurance consumer, individual and have their own judgment, but in its decision-making, respect for individual and group caused a certain amount of psychological pressure, thereby affecting the individual's psychological and behavior.(D) economic factors1. Economic developmentEconomic development on the insurance consumer has an important psychological impact because economic development enhanced the people's economic development only meets the needs of the people after the first level, and then causes people higher level needs. People in the lower income, the first consideration is to satisfy the physical needs, solve the problem of food and clothing; continuously improve the income level, the first level of basic needs were met, people began to give more consideration to security issues. Revenue rose results will be to increase its expenditures, including expenditures for the purchase of some consumer durables, such as automobiles and housing, people will have more and more physical property. Therefore, the property of the need to consider the issue more and more. At the same time, individuals are beginning to realize the health of the body will bring lasting income for themselves and their families in turn bring happiness, and therefore more attention to physical safety. Therefore, the promotion of economic development in the people's insurance consumer . Social security degreeSocial security policy is formulated by the State for individual citizens to provide some form of subsidy to make up for them due to retirement, unemployment, disability and other causes of loss of income, and they are sick to provide medical services during a policy, including social the insurance, social relief and social welfare aspects. Because social security and commercial insurance have some substitution effect, therefore, the degree of social security of the developed commercial insurance direct impact on consumer psychology. Usually, the higher the degree of social security, the wider coverage of consumers rely on luck psychological and mental is stronger, not conducive to the insurance . Interest rate changesBank interest rates on the insurance psychological impact manifested mainly in the investment-oriented insurance consumption. Bank savings and investment-oriented insurance products have a certain substitution effect, investment-oriented insurance consumers in insurance and savings comparisons between weigh. Interest rates and investment-oriented insurance negative correlation between consumer sum up, the insurance consumer has a unique, based on this, the consumer has a wide range of insurance psychological elements, and the insurance consumer are several psychological factors. Consumer sentiment on the development of the insurance industry has an important impact. Fierce competition in the market economic situation, in order to expand the insurance market and improve the insurance consumer, insurance companies undoubtedly should, as far as possible to grasp the insurance consumer mentality and take the initiative guided by external factors conducive to the development of the insurance industry Insurance Consumer Psychology formation.