从心理学角度研究风险知觉和保险购买意愿相关关系——以旅游短期意外险为例

发布时间：2018-02-05 16:50

本文关键词： 旅游风险感知感知价值购买意愿卷入度　出处：《保险研究》2015年06期 　论文类型：期刊论文

【摘要】：近年来,随着我国经济社会快速发展,保险业也驶入了发展的快车道,保费增速持续提高,产品服务不断丰富。本研究尝试以应用心理学研究方法,从旅游短期意外险这样一个小险种切入,通过引入对旅游短期意外险的价值感知这一中介变量和消费者的卷入度这一调节变量,研究保险消费者的旅游风险知觉、对保险产品价值的认识和保险产品消费三者之间的相关关系。通过量化分析我们得出结论:保险消费者感知旅游风险越高,对旅游短期意外险的购买意愿越强,消费者对旅游短期意外险的价值感知则中介了这一影响。感知到的旅游风险会让消费者更加能够感知到旅游短期意外险的价值,增强对旅游短期意外险的购买意愿。同时,消费者的卷入度调节了该中介作用,当消费者卷入度较高时,消费者对旅游风险的感知会更加敏感,对旅游短期意外险的价值感知更高,对旅游短期意外险的购买意愿更强,反之亦然。这一结论对其他险种也具有一定借鉴意义。
[Abstract]:In recent years, with the rapid development of China's economy and society, the insurance industry has also entered the fast lane of development, the premium growth rate continues to improve, the products and services continue to enrich. From the tourism short-term accident insurance such a small type of insurance, through the introduction of the tourism short-term accident insurance value perception of the intermediary variable and consumer involvement of the regulatory variable. This paper studies the tourism risk perception of insurance consumers, the relationship between the awareness of the value of insurance products and the consumption of insurance products. Through quantitative analysis, we draw the conclusion: the higher the perceived tourism risk of insurance consumers. The more willing to purchase short-term accident insurance for tourism. Consumers' perception of the value of tourism short-term accident insurance mediates this influence. The perceived tourism risk will make consumers more aware of the value of tourism short-term accident insurance. At the same time, the degree of consumer involvement regulates the intermediary role, when consumer involvement is high, consumers will be more sensitive to the perception of tourism risk. The value perception of tourism short-term accident insurance is higher, the purchase intention of tourism short-term accident insurance is stronger, and vice versa. This conclusion also has certain reference significance to other kinds of insurance.
【作者单位】：中国科学院心理研究所;中国科学院大学;
【分类号】：F842.62

【共引文献】