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

摘要： 作为社会保险的重要补充，商业人身保险在保障家庭健康发展中发挥着稳定器的作用。近年来随着家庭结构核心化和小型化特征愈加明显，家庭对商业人身保险的需求特征发生重要变化。使用中国家庭金融调查2019年数据，实证探究家庭人口结构对商业人身保险购买意愿及投保额的影响。随着家庭中老年人口占比增加，家庭参与商业人身保险的概率显著降低，投保金额显著减少；随着家庭中少儿人口占比增加，家庭购买商业人身保险的意愿和投保额均显著增加。考虑内生性问题的工具变量，估计结果表明上述结论具有良好的稳健性。异质性分析表明，相较于农村家庭，城市家庭中老年人口占比越高，会显著降低家庭对商业人身保险的需求，少儿人口占比越高，则会显著提高家庭对商业人身保险的需求；相较于中西部地区，上述结论在东部地区家庭中表现得更为明显。

关键词: 家庭人口结构；商业人身保险；保险需求