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

摘要： 为探究中国汽车保险市场在规模扩张与利润收窄背景下突破同质化竞争的可行路径， 文章基于问卷调查与实证分析方法，考察附加服务对消费者购买意愿的影响机制。研究发现， 附加服务通过提升消费者服务期待感的中介作用，形成对购买意愿的正向传导效应；通过优 化服务品质管理体系、有效引导消费预期，能够突破价格竞争困局。结果表明，基于服务期 待管理的差异化战略是改善行业盈利能力的关键，研究内容为产品创新提供了理论依据与实 践方向。

关键词: 汽车保险附加服务；服务期待感；消费者购买意愿