This article attempts to discuss the impact from the customer demand side impact factor in long-term care insurance purchase intention. The empirical results show that the amount of affordable purchase intentions significantly enhance existing policyholders, claims standards of the change will be induced enhancement of the policyholders' willingness to purchase long-term care insurance. Understanding of the content protection can also improve their buying motives. The degree of self-risk perception and purchase intention positively significant relationship means that a high degree of self-risk perception, risk for long-term care to hold a more positive attitude, and therefore have a higher willingness to buy. In addition, the higher the level of acceptance that the purchase of long-term care insurance can provide solutions to the burden of future long-term care costs, it is also higher insurance motive, overall, the results of this study have important practical implications.