Abstract: Starting from the perspective of financial assets portfolio, this paper employs the investment-oriented life insurance premium data of 35 large and medium cities in China from 2001 to 2010 to test the factors that affect demands. The results show that the rapid growth of investment-oriented life insurance is mainly due to a substantial increase in people’s income, so as to fight and hedge against inflation. Stock has a substitution effect for investment-oriented life insurance demand. The empirical study shows that consumers pay more attention to investment function of investment-oriented life insurance in short term; while in the long run, they would consider its security function. However, because its investment function is stronger, the impact of security function is not significant.

Key words: investment-oriented life insurance demands; investment function; security function.