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Investigation and Research on the Influencing Factors of Catastrophe Insurance Consumers' Purchase Behavior from the Perspective of Guangdong-Hong Kong-Macao Greater Bay Area

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DOI: 10.25236/iche.2022.013


Xue Dang

Corresponding Author

Xue Dang


Since June 2020, rainfall in the south of the Yangtze River, South China, and Southwest China has increased sharply, directly causing the occurrence of super floods and geological disasters in many places. The use of insurance market systems to disperse catastrophe risks under catastrophes has become the focus of both the market and the government. The China Insurance Regulatory Bureau has successively issued the "Notice on Doing a Good Job in Emergency Response to Disasters and Accidents in Flood Seasons and Typhoon-prone Seasons" to start claims settlement under catastrophes in an orderly manner. However, in terms of the current development of the catastrophe system, catastrophe insurance has not really penetrated into the consumer market. Catastrophe insurance uses an insurance system to conclude relevant contracts between local governments and insurance companies. As for the relevant research and practice on the demand of catastrophe insurance system in the actual consumer market, the research in this article will start from the perspective of factors influencing consumer purchase behavior of catastrophe insurance in the Guangdong-Hong Kong-Macao Greater Bay Area where geological disasters such as typhoons and floods occur frequently, from the four perspectives of consumer perception, consumer personal factors, market factors and insurance factors, explore the influencing factors centered on consumer purchase behavior, with a view to building a catastrophe insurance system with individual consumers as the market insurance consumer group.


Guangdong-Hong Kong-Macao Greater Bay Area, Catastrophe Insurance, Consumers, Purchasing Behavior, Influencing Factors