社会网络分层与中国城镇家庭保险消费——基于风险分担与知识溢出双重视角的分析

Layering Social Networks and Urban Household Insurance Consumption in China——A Dual Perspective of Risk Sharing and Knowledge Spillover

本文将费孝通“关系的涟漪”理论引入中国家庭商业保险需求,建立区分内层与外层网络的理论模型,证明了“内层网络”的抑制作用和“外层网络”的促进作用。在此基础上,使用2013、2015年中国家庭金融调查(CHFS)数据进行了实证检验。研究发现:“内层网络”抑制了城镇家庭商业保险消费,“外层网络”促进了城镇家庭商业保险消费;机制检验结果表明,“内层网络”的抑制作用通过风险分担机制实现,“外层网络”的促进作用通过知识溢出效应实现;“外层网络”对家庭商业保险消费的促进作用是长效的,具有塑造消费习惯的作用。基于“内层网络”和“外层网络”的“抑制-促进”张力视角,推出更具包容性的普惠型保险产品,发展更为现代化的精准社群营销策略,减小“内层网络”的替代冲击,充分挖掘“外层网络”的知识溢出价值是破解中国商业保险市场“有限参与”困境的一条有效路径。

Evidences in the existing literature on whether the social networks promote or constrain households′ commercial insurance consumption is inconsistent.In order to reconcile the inconsistency, this paper introduced Fei Xiaotong′s theory of "ripples in relations" into the Chinese household commercial insurance demands for the first time, established a theoretical model to distinguish the inner and outer networks, and proved the constraint of inner networks and the promoting function of outer networks.On this basis, an empirical test was conducted using the panel data of China Household Finance Survey(CHFS) in 2013 and 2015.The research results confirm that the "inner network" inhibits urban households′ commercial insurance consumption, while the "outer network" promotes this consumption.Moreover, the mechanism test shows that the inhibiting effect of "inner networks" is realized through risk sharing, while the promoting effect of "outer networks" is realized through knowledge spillover, and the promoting effect of "outer networks" o household commercial insurance consumption is long-term and has a role in shaping consumption habits.Based on the "constraint-promotion" perspective of "inner networks" and "outer networks",we can roll out more accessible inclusive insurance products, develop more precise community-oriented distribution strategy, reduce the substitution effects of "inner networks",and effectively tap the knowledge spillover value of "outer networks".This is an effective path to tackle the "limited participation" dilemma of China′s commercial insurance market.