关键词: 汽车保险附加服务；服务期待感；消费者购买意愿

Abstract: To explore the feasible paths for the Chinese auto insurance market to break through homogeneous competition under the background of scale expansion and profit narrowing, this article examines the influence mechanism of additional services on consumers' purchase intentions based on questionnaire surveys and empirical analysis methods. The research finds that additional services, through the mediating role of enhancing consumers' anticipation of services, form a positive transmission effect on purchase intention. By optimizing the service quality management system and effectively guiding consumer expectations, the predicament of price competition can be broken through. The results show that the differentiation strategy based on service expectation management is the key to improve the industry's profitability, and the research content provides theoretical basis and practical direction for product innovation.

Key words: automobile insurance additional services; service expectation; consumer purchase intention