In the past two decades, many emerging economies have been witnessed the strong growth of their life insurance industry. While research in the demand for life insurance has attracted much attention since the 1960s, most studies have focused on cross‐country studies or well‐established markets in developed countries. As a result of cross‐national variations in life insurance consumption, it has been argued in the literature that factors shaping the demand for life insurance are complex and varied from one country to another. This paper aims to examine key determinants of the demand for life insurance in China with a view to explaining the rapid growth of the life insurance industry in China since its economic reform in 1978. Empirical investigation using a time series data analysis has shown that the main factors which have influenced people in China to purchase life insurance products are directly associated with the successful economic reform leading people to progress to higher layers of economic security, the increase in the level of education and the change in social structure. However, this research has not found a negative effect of inflation on life insurance consumption, even China experienced high inflation in the mid‐1990s.

This study examines some of the key factors affecting life insurance consumption in mainland China, Hong Kong, and Taiwan. It also attempts to gain an understanding of the different characteristics of the market in life insurance in each territory. Income and life insurance consumption are found to be strongly correlated, which is consistent with previous studies. Education is a significant factor. Price is found to be insignificant, largely conflicting with previous studies. Levels of social security are not significantly related. The one-child policy in mainland China has a negative effect on life insurance consumption. Differences in the level of economic development reveal a variation in life insurance consumption. Generally, the more advanced the economy, the greater the life insurance consumption. However, mainland China, which is a low-income country, shows the greatest potential.

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