Innovation Series: Advanced Science (ISSN 2938-9933, CNKI Indexed)

The Impact of O2O Lifestyle Scenarios on Trust Formation Mechanisms Among Potential Life Insurance Customers Under Brand Disadvantage: An Empirical Analysis Based on Scenario Simulation at HengAn Standard Life Insurance Chengdu Marketing Service Department

Jiaxi Li

Liulin Campus, Southwestern University of Finance and Economics, 555 Liutai Road, Wenjiang, Chengdu, Sichuan Province, China

Abstract: Small and medium-sized life insurers in China face a brand disadvantage dilemma−difficulty establishing initial trust among young consumers with high persuasion knowledge. This study constructs a "life role activation → three-dimensional trust/identification → deep relationship intention" model to examine how de-commercialized O2O lifestyle scenarios resolve this trust deficit. Using a scenario simulation based on the "25th Floor Life Laboratory" of HengAn Standard Life Insurance (N = 190), structural equation modeling reveals that: (1) life role activation cannot directly foster deep relationship intention but operates through cognitive, affective, and community-based mediators; (2) six-dimensional scenario stimuli—pets, mental wellness, sports, lifestyle aesthetics, children's education, and household finance—effectively activate consumer life roles; (3) team IP identification is the strongest mediating channel (standardized indirect effect = 0.235, 30.5% of total effect), significantly stronger than functional trust and relational identification. We propose an "O2O Life Laboratory" model advancing insurance marketing from product selling to life companionship.

Keywords: Brand disadvantage; O2O lifestyle scenario; Functional trust; Relational identification; Brand community identification; Deep relationship intention

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