First, insurance and the insurance consumer
In 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 pay.
Commercial 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;
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