计划行为理论视角下居民参与商业养老保险的影响因素研究

A Study on the Factors Influencing Residents’ Commercial Endowment Insurance Purchase from the Perspective of The Theory of Planned Behavior

以计划行为理论为视角,从影响居民参保意向的行为态度、主观规范和知觉行为控制三个层面出发,建立影响居民参与商业养老保险的计划行为理论分析框架。基于计划行为理论的分析框架,使用2017年中国综合社会调查的数据,建立二元Logistic回归模型分析影响居民参与商业养老保险的相关意志因素。研究发现,居民参与商业养老保险受传统的“养儿防老”观念、居民对社会的信任程度以及居民对参保承受能力的感知等个人意志因素影响明显。基于以上影响因素分析,新时期发展商业养老保险应该重点关注:第一,继续普及养老意识和正确的养老观念;第二,加强宣传力度修正居民对商业养老保险的认识误区;第三,坚持在政府背书下推动商业养老保险的发展壮大;第四,在缴纳个税阶段予以适当优惠,提高居民的实际参保收益。

From the perspective of The Theory of Planned Behavior, this paper establishes a theoretical framework to analyze the residents’ commercial endowment purchase behavior through three influencing factors of their behavioral attitudes, subjective norm and perceived behavioral control.Based on the analysis framework of The Theory of Planned Behavior, it constructs a binary logistic regression model to analyze the relevant factors influencing residents’ endowment purchase, with the data of 2017 Chinese General Social Survey.The study finds that residents’ commercial endowment insurance purchase was significantly affected by personal factors such as the traditional concept of “raising children to prepare for old age”,residents’ social trust, and their perception of the ability to afford insurance.Through analysis of the above influencing factors, the paper argues that the development of commercial endowment insurance in the new era should focus on the following four points: first, continue to popularize pension awareness and correct concept of providing for elders;second, strengthen publicity to correct residents’ misunderstandings about commercial endowment insurance;third, insist on promoting the development and expansion of commercial pension insurance under the government endorsement;fourth, increase residents’ insurance gains by lowering individual income tax.