商业健康险续保决策中的社会网络效应

The Social Network Effect on the Renewal Decision of Commercial Health Insurance Policy

本文着眼于社会网络效应,分析网络中他人的理赔经历如何影响个体制定商业健康险的续保决策及其相关的作用机制。理论分析表明,网络中其他成员正面的理赔经历可以提升个体的保险需求,而负面经历则会降低保险需求。使用多期保单面板数据,以商业健康险的续保概率衡量个体的保险需求,用双重差分法所得的实证结果验证了理论分析的预测。进一步分析发现,网络内他人理赔次数增加能够扩大续保决策中的社会网络效应。

This paper investigates the social network effect and influencing mechanism on commercial health insurance renewal decisions by exploring other people's claim experiences in the social network.The theoretical analysis shows that observing positive claim experiences boost one's insurance demands,while negative claim experiences lower demands.We then employ multi-period panel data to measure individual insurance demand through the renewal probability of commercial health insurance.The empirical results of a difference-in-dfferences method confirm these predictions.Further analysis verifies that the social network effect is larger for those who observe a larger number of claims within their social networks.