基于MEC的运动者购买体育保险的价值认知结构探析

Value cognitive structure of sportsman purchasing sport insurance based on MEC

以影响运动者购买体育保险的决策因素为研究主题,以方法-目的链(MEC)为研究工具,采用软式阶梯法的访谈法方式,探析了运动者购买体育保险的价值认知结构,分析了体育保险产品属性、消费结果、运动者个人价值的内容,并构建了三者间的关联矩阵,将研究结果以层级价值图的形式呈现。结果显示:运动者所重视的体育保险产品属性包括保障范围、保障人身安全、保障经济等10类;消费结果有保障作用、分担风险、安全感等9类;运动者个人价值有安全、与他人温暖的关系、自尊等5类。在此基础上对改进体育保险产品属性或设计开发新的体育保险险种提出相应的建议。

Taking the decision- making factors that influence sport insurance purchase as research subject, Means-End Chain （MEC） as research tool, and by means of soft laddering interview method, this paper explored the value cognitive structure of sportsman in purchasing the insurance, analyzed sport insurance product attributes, consumption result, sportsman＇s personal value, and built the correlation matrix between the three and finally presented the research results in the from of value hierarchy map. It showed that the product attributes that sportsman attach much importance to include 10 categories, such as the protection range, protected personal safety, and economic protection; the consumption result has 9 kinds, including protection function, risk-sharing and sense of seeurity; sportsman＇s personal value has 5 kinds, such as safety, warm relationship with others and self-esteem. Based on this, the author gave some suggestions on improving current sport insurance product attributes or developing new types of sport insurance.