In the digital age

the rapid development of social media has become an important factor affecting consumers' decision-making. This study focuses on the impact of social media on consumers' willingness to buy commercial health insurance. This research enriches the theoretical research in the intersection of social media and insurance consumption

and provides a new perspective for understanding the decision-making behavior of consumers in the digital age; it provides a basis for commercial health insurance enterprises to formulate marketing strategies

which helps them better adapt to the development of the social media era and improve market competition. In this study

questionnaire method was used and 292 valid questionnaires were collected

in which the independent variable social media was operated as the form of social media promotion

authenticity of information in social media

and people's comments in social media

and the dependent variable was consumers' willingness to purchase commercial health insurance. For the dependent variable is ordered categorical variable. The data were analyzed using Stata 15

using ordered logistic regression models. The study found that an individual's age and family members' attitudes toward purchasing commercial health insurance

community staff's promotion of commercial health insurance

insurance companies' promotion of commercial health insurance

society's attitudes toward purchasing commercial health insurance

state policies' attitudes toward commercial health insurance

and the form of social media promotion were associated with willingness to purchase.