中国农村小额人身保险需求影响因素分析——基于安徽省黄山市的实证研究

The Determinants of China's Rural Micro-Life Insurance Demand:Evidence from Huangshan City of Anhui Province

自2008年开展试点工作以来,农村小额人身保险取得了长足的发展,但其实际覆盖面与农民巨大的潜在需求依然存在相当的差距。探究我国广大农村人群对农村小额人身保险的具体需求以及需求影响因素,能够为推进小额人身保险工作提供数据支持和政策建议。本文基于安徽省黄山市的调研数据,对农村小额人身保险的投保意愿及保险花费的影响因素进行实证分析。研究发现,试点支持性政策对于中国农村小额人身保险的发展具有显著的推动作用;而受教育年限、劳动力比率和家庭收入水平等因素对小额保险需求的影响是非线性的。伴随农村社会经济条件的改善,普通人身险的市场潜力会逐步释放,小额保险作为提高保险感知度、增进客户体验的重要方式,对未来农村地区人身险市场的发展也具有重要作用。

Although China＇ s rural micro-life insurance has seen rapid development after the pilot program was launched in 2008, there has been a considerable gap between the actual coverage and the huge potential demand from the farmers. A thorough analysis on actual demands and determinants for demands for micro-life insurance in rural areas will provide empirical evidence and policy recommendations to ensure its sustainable development. Based on the first-hand field research data collected in Huangshan City of Anhui province, we conducted an empirical a- nalysis and identified the factors that significantly affected the purchasing willingness and the actual expenditure on rural micro-life insurance. The pilot policy is shown to be a key factor to enhance micro insurance demand and the impact of the education of the household head, the percentage of labor force, and the per capita annual income on the demand is found to be nonlinear. Along with the economic development in rural areas, the traditional life insur- ance market tends to grow accordingly. Micro-insurance is going to play an important role in this regards as it facili- tates the awareness of insurance and provides a natural insurance transaction experience for farmers.