文化因素对非寿险消费的影响——基于面板数据的实证研究

The Impacts of Cultural Factors on Consumption of Non-life Insurance——Based on an exponential panel data analysis

众多研究成果表明,非寿险产品的消费受到经济、制度和人口统计等方面因素的影响,但由于非寿险产品的购买决策最后都要落实到自然人身上,而自然人并不是完全理性的,在进行经济决策时可能还受到非经济因素如文化因素的影响,所以在研究非寿险需求影响因素时有必要放松消费者是理性经济人的假定。采用Hofstede的文化维度的文化变量作为模型假设,选择中国大陆31个省市自治区1999年～2010年的相关数据建立面板数据模型对非寿险需求影响因素进行了实证研究。研究发现,当把经济变量和人口统计变量作为控制变量来分析文化对非寿险需求影响时,权力距离、个体主义和不确定性规避对非寿险需求存在显著的负影响,男性/女性主义对非寿险需求有显著的正影响。

A large number of studies examine the way economy, mechanism and demographics affect consumption patterns of non-life insurance. However, the purchase decision for non-life insurance products is made by a natural person, and natural persons are not completely rational. Therefore, their decision-making process will be affected by non-economic factors such as cultural factors. Due to this reason, we should not stick to the rational economic per- son assumption too rigidly when researching on factors affecting non-life insurance consumption. Our research hypot- heses were tested empirically using Hofstede＇ s cultural dimensions,and data from 1999 -2010 across 31 provinces from China's Mainland. The findings showed that when using economic and demographic determinants as the control- ling variables, power distance, individualism and uncertainty avoidance had significant, negative effects whereas masculinity/femininity had a significantly positive effect on non-life insurance demand.