Objective: to explore college students' understanding and satisfaction of internet accidental injury insurance, and to analyse the factors influencing college students' awareness and satisfaction of internet accidental injury insurance. Methods: 836 college students in Guangdong Province were selected by stratified ramdon sampling. They were investigated with the self-designed questionnaire "College Students' Cognition of Internet Accidental Injury Insurance (CSCIAII)". Results: 29.67%, 52.18%, 10.13% and 8.02% of the college students didn't know, knew a little, knew relatively well and knew very well about internet accidental injury insurance, respectively. 55%, 16. 82%, 47. 73%, 11. 82% and 14. 09% of the college students satisfied with, , respectively. Conclusion: College Students' awareness of insurance is weak, and they do not pay enough attention to accidental injury insurance. The percentage of college students who are very satisfied with the internet accidental injury insurance, think the internet accidental injury insurance basically meets their own needs, think it is acceptable but needs to be improved, do not agree with and are not satisfied with it at all are 9.55%, 16.82%, 47.73%, 11.82% and 14.09%, respectively. The design, publicity and sale strategies of internet insurance products may be important factors affecting college students' understanding and satisfaction with internet accidental injury insurance.