新媒体渠道和投资活动对居民购买商业医疗保险的影响——基于CGSS2017的实证研究
The Impact of New Media Channels and Investment Activities on Residents’ Purchase of Commercial Medical Insurance—An Empirical Study Based on CGSS2017

商业医疗保险是医疗保障体系的重要组成部分，目前我国的商业医疗保险参保率不足10%。为了了解居民参与商业医疗保险的影响因素，提高商业医疗保险参保率，通过对中国综合社会调查(CGSS) 2017年调查数据的实证分析，建立probit回归模型。回归模型结果表明，新媒体使用频率、投资活动均对居民参加商业医疗保险在0.1%的显著性水平上有促进作用，除此之外，受教育水平、基本医疗保险参与行为、个人全年总收入、家庭全年总收入也对居民是否购买商业医疗保险有显著影响。国家和企业应该更多地关注和使用新媒体宣传渠道，同时将那些已经在进行投资活动的人群列为重点宣传人群，从而有效提高居民商业医疗保险参保率。
Commercial medical insurance is an important part of the medical security system, and the current participation rate of commercial medical insurance in China is less than 10%. In order to under-stand the influencing factors of residents’ participation in commercial medical insurance and im-prove the participation rate of commercial medical insurance, a probit regression model was estab-lished through empirical analysis of the China General Social Survey (CGSS) 2017 survey data. The results of the regression model show that the frequency of new media use and investment activities all have a contribution to residents’ participation in commercial medical insurance at the 0.1% sig-nificance level, in addition to education level, basic medical insurance participation behavior, total annual personal income, and total annual household income, which also have significant effects on whether residents purchase commercial medical insurance. The state and companies should pay more attention to and use new media promotion channels, and also include those who are already engaged in investment activities as a key promotion group, so as to effectively increase residents’ commercial medical insurance participation rate.