基于结构方程模型的保险消费决策影响因素研究

发布时间：2018-03-02 17:03

本文选题：保险消费决策　切入点：结构方程模型　出处：《东北财经大学》2013年硕士论文　论文类型：学位论文

【摘要】：我国保险业发展起步较晚,起初只能是摸着石头过河,以模仿借鉴为主。随着改革开放进程的不断深入,我国保险业迎来了难得的发展契机,保险公司犹如雨后春笋般出现在人们面前。但在发展的同时,却忽略了行业自身的结构完善与规范建设,不断累积形成的顽疾严重影响了行业升级与产品创新。保险行业的发展,从根本上讲,依赖于消费者保险意识的提高以及对保险的正确诠释,取决于保险公司的营销创新以及重塑口碑的努力,并得益于政府政策的支持以及法律的有效保护。本文正是从消费者和保险企业这两个交易主体出发,研究保险消费决策的影响因素,试图给出有利于保险行业发展的可行性建议。本文在借鉴以往关于消费决策影响因素的文献成果的基础上,以我国未购买保险的1000名被采访者为问卷调查对象,采用结构方程模型,对影响保险消费决策的因素展开实证分析。首先,选取消费者主观因素、保险产品因素、保险公司实力三个潜在变量构建理论模型,运用AMOS21.0软件输入210名被调查者问卷数据得出结论。结果显示,消费者主观因素、保险产品因素、保险公司实力对保险消费决策影响显著,其中消费者主观因素的影响要高于保险产品因素而低于保险公司实力的影响,本文将这种现象界定为强制被动。所谓强制是指在保险市场不成熟的情况下,可供选择的保险产品并不充足,保险产品类型乏善可陈,决定消费者在哪家保险公司购买何种保险产品更多的是消费者的个人状况,包括消费者的态度、动机以及意识等,并非是保险产品本身。所谓被动是指保险公司在营销、服务以及企业形象等方面做出的努力是消费者做出保险消费决策的最大诱因,消费者并非依靠自身主观因素主动的做出决策。说明我国保险消费者多为强制被动型。其次,分别按照收入和学历的高低分为两组进行研究。AMOS21.0软件输出的结果显示,产品特性对两组数据中高收入和高学历者的影响均比低收入者和低学历者的大,本文将这种现象界定为自觉。所谓自觉是指高收入者或者高学历者由于收入或者学历上的优势比低收入者或者低学历者有相对多一些的自主选择空间,所以他们会更看重产品本身的属性。但是无论是高收入组还是低收入组,保险公司实力的影响依然最显著,消费者依然是被动接受保险产品的。也就是说,虽然我国的保险消费者大多为强制被动型,但由于部分消费者收入或者学历上的优势使其被纳入到自觉被动型中。再次,分别按照年龄和性别分组进行研究。AMOS输出报表的结果显示,各因素的影响在不相同的年龄组和性别组中的差异不大,换言之,不同年龄和性别的消费者在做出保险消费决策时,对于更加看重自身主观状况或是产品或是保险公司实力状况的差异不大,间接影响并不显著。最后,鉴于研究结论,本文给出了监管问责并行大力鼓励创新,注重主观因素消除保险消费被动性以及借助自觉性创新高端产品等有利于我国保险业发展的可行建议。本文的创新在于强制被动与自觉被动结论,研究中也存在许多不足,本研究认为保险市场的逐步完善与日趋成熟,依赖于保险业的消费主体、经营主体以及监管主体,同时也影响着这三大主体,如何协调市场与各主体间的关系则是日后研究的重中之重。
[Abstract]:The development of China's insurance industry started late, at first only feeling the stones, to imitate the reference. With the deepening of reform and opening up, China's insurance industry ushered in a rare opportunity for development, the insurance company is like bamboo shoots after a spring rain in front of people. But at the same time, but ignored the perfect structure of the industry itself and standard construction, constantly accumulated ills has seriously affected the industry upgrading and product innovation. The development of the insurance industry, basically rely on consumers to increase the insurance awareness and correct interpretation of the insurance, the insurance company depends on word-of-mouth marketing innovation and remodeling efforts to protect and benefit from government policy support as well as the law. This is a departure from the consumer and insurance companies in the two trading the main factors affecting the insurance consumer decision-making research, try to give benefit for insurance Suggestions for industry development. Based on the previous researches about the consumer decision factors of the literature, to our country did not buy insurance 1000 interviewees questionnaires, using structural equation model, empirical analysis on factors influencing the decision-making of insurance consumption.
First, select the consumer subjective factors, factors of insurance products, the insurance company strength of three latent variables builds a theoretical model, using AMOS21.0 software to input 210 informant questionnaire data concluded. The results showed that consumers' subjective factors, factors of influence of insurance products, insurance company strength of insurance consumer decision-making significantly influences the consumers' subjective factors than that of insurance products and insurance companies is lower than the strength of the factors, this phenomenon is defined as compulsory passive. Compulsory means in the insurance market is not mature, alternative insurance products are not sufficient, insurance products have decided to consumers in which insurance companies to buy insurance products which are more consumers the personal status, including consumer attitudes, motivation and consciousness, is not the product itself. The so-called passive insurance refers to insurance The company's efforts in marketing, service and corporate image are the biggest incentives for consumers to make insurance consumption decisions. Consumers do not rely on their subjective factors to make decisions voluntarily.
Secondly, according to the income and education level were divided into two groups based on.AMOS21.0 software output results show that the impact of product characteristics on high income and high education in the two groups were higher than the low income and low education level of the large, this phenomenon is defined as the conscious. That awareness refers to the high income or because of the high degree of income or educational advantages than low-income or low education level are relatively more independent space, so they will pay more attention to product attributes. But whether the high income group and low income group, the strength of the effect of insurance companies is still the most significant, the consumer is still passive accept insurance products. That is to say, although China's insurance consumers are forced to passive, but as part of the consumer income or degree to its advantage to be incorporated into the consciousness of the passive.
Again, the research of.AMOS output report respectively according to the age and gender groups showed little difference in age groups and gender groups are not the same in all factors, in other words, different age and gender of the consumers in making purchase decisions for insurance, pay more attention to their own subjective status or product or difference the insurance company is not the strength of the situation, the indirect impact is not significant.
Finally, in view of the research conclusion, this paper gives the regulatory accountability parallel vigorously encourage innovation, pay attention to eliminate the subjective factors of insurance consumption and with the help of passive consciousness of innovation in the high-end products have a feasible suggestions for the development of China's insurance industry. The innovation of this paper lies in the forced passive and passive conscious conclusion, many problems also exist in the study of this research. Think of insurance market gradually improve and mature, the main consumption depends on the insurance industry, management and supervision of the main body, but also affect the three main, how to coordinate the relationship between the market and the main is the priority among priorities on research.

【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F842;F224

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