Abstract: It is the key to implement the national insurance program and improve the willingness of the young and medium-aged rural residents to renew their insurance.Taking the willingness of urban and rural residents to renew endowment insurance as dependent variable,and the perceived usefulness and satisfaction as the mechanism,the paper constructs a theoretical model of social interaction affecting the willingness of rural residents to renew insurance.Using the survey data of 678 rural residents,the multi intermediary model of social interaction and insurance renewal intention was tested by using structural equation model and shoe pulling method.The research shows that social interaction has two functions,direct and indirect,on insurance renewal intention.The analysis of specific intermediary function shows that perceived usefulness and satisfaction mediate the part of social interaction on insurance renewal willingness.Social interaction also influences insurance renewal willingness through the common path of perceived usefulness and satisfaction;compared with intermediary function,it is found that the mediating effect of perceived usefulness is significantly greater than that of satisfaction,and it is also significantly greater than the mediating effect of the common path of perceived usefulness and satisfaction.

Key words: social interaction, perceived usefulness, satisfaction, willingness to renew insurance, rural residents of middle and young people