健康风险认知偏差对商业健康保险购买决策的影响——基于行为经济学视角

Effect of Health Risk Cognitive Bias on the Purchasing Decision of Commercial Health Insurance:A Perspective of Behavioral Economics

风险社会背景下健康风险认知偏差对商业健康保险风险保障功能发挥影响甚大。本文使用中国健康与养老追踪调查数据,通过健康风险主客观差异构建健康风险认知偏差指标,基于行为经济学视角探究健康风险认知偏差对健康险购买决策的影响。研究发现:健康风险认知偏差对健康险购买决策产生负向影响,盲目乐观的居民购买健康险的概率更低;健康信息充分度在健康风险认知偏差对健康险购买中发挥调节作用;健康风险认知偏差对健康险购买决策的影响存在异质性影响。政府、保险公司和个人多层面举措缓解健康风险认知偏差的影响,对充分发挥健康险在"健康中国2030"大战略中的风险保障功能具有重要意义。

In risk society,health risk cognitive bias have great impact on risk protection of commercial health insurance.This paper uses CHARLS data to develop measures of health risk cognitive bias by combining QWB score with self-assessment health risk.Based on behavioral economics,we test for the effect of health risk cognitive bias on purchasing decision of commercial health insurance.The results show as follows.Firstly,health risk cognitive bias have negative impact on health insurance purchasing,people with blind optimism are less likely to buy health insurance.Secondly,health information sufficiency shows moderating effect in health risk cognitive bias and health insurance purchasing.Thirdly,effect of health risk cognitive bias on health insurance purchasing shows heterogeneity.Therefore,the government,insurance companies and people should take measures to decrease the effect of health risk cognitive bias,and make commercial health insurance play a greater role of health risk protection in“Healthy China 2030”.