Abstract
Based on a questionnaire survey by a factor analysis, five main factors are extracted as measures for the consumer attitude to life insurance in China, i.e., cognition of life-insurance benefit, basic-function cognition of life insurance, additional-function cognition of life insurance, risk consciousness, and the attitude to the marketing mode of life insurances. In this chapter we discuss the effects of the consumers’ attitude to life-insurance purchase intentions and consider critical factors by the stepwise regression analysis. Finally, the method of means analysis is applied to compare the intention of a life-insurance purchase among consumers of different incomes in China and the different key factors influencing the behavior regarding their life-insurance purchase intentions is analyzed.
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