渠道信任、保险印象与购买意愿——基于微观个体的调查研究

Trust on Channels,Impression of Insurance and Willingness to Purchase—A Study Based on Individual Surveys

利用1 000余份微观个体的调查数据,通过单因素方差分析法分析了被调查者在可接触保险的渠道以及可信任度、保险的印象水平、灾后可采取的应对方式、地震灾害的经历以及财产损失对地震保险购买意愿的影响,利用均值差异性检验方法进一步研究了不同印象水平、信任渠道、应对方式以及保险产品购买经历对地震保险购买意愿的差异性。研究发现在上述几个因素对被调查者的购买意愿具有显著的印象,并在研究结论的基础上从改善行业形象、提高渠道信任以调整财政补贴方面提出地震保险发展的建议。

The paper analyzed how the trust on channels, impression of insurance, accessible after-disaster meas- ures, experience and losses of earthquake and experience of property loss impacted on the willingness to purchase earthquake insurance by the one-factor analysis of variance method using more than 1000 individual survey data. Then it applied the ANOVA method to further study the differences of impacts of trust on channels,impression of insurance, accessible after-disaster measures and insurance purchase experience on the willingness to purchase earthquake insurance. The authors found that the above-mentioned factors have very positive influence on people＇ s willingness to purchase insurance. In the end it proposed specific suggestions on how to develop earthquake insurance from the aspects of improving on industry image, enhance people＇ s trust in distribution channels, and readjust fisca/ support policies.