关键词: 家庭人口结构；商业人身保险；保险需求

Abstract: As an important supplement of social insurance， the commercial insurance plays a stabilizing role in ensuring the healthy development of households.In recent years， with the increasingly obvious characteristics of the core and miniaturization of household structure， the demand characteristics of households for commercial insurance have also undergone important changes.This paper uses data of China Household Finance Survey（CHFS） of 2019 to empirically explore the impact of household demographic structure on households purchase willingness and investment amount for commercial insurance.The results show that as the proportion of elderly people in households increases， the probability of households participating in commercial insurance significantly decreases and the investment amount significantly decreases. As the proportion of children in households increases， the purchase willingness and investment amount of commercial insurance have significantly increased. Being considered the endogenous problems， the regression results of instrumental variables are also robust. Heterogeneity analysis shows that compared to rural households， the proportion increase of elderly people in urban households has a more significant inhibitory effect on the demand for commercial insurance， while the increase in the proportion of children has a more significant promoting effect on the demand for commercial insurance. Compared to the central and western regions， the above conclusions are more obvious among households in the eastern region.

Key words: household demographic structure;commercial life insurance;insurance demand