行为经济学视角下惠民保购保意愿研究——基于辽宁省的调查

Research on the willingness to purchase Huimin Insurance from the perspective of behavioral economics:Based on a survey in Liaoning province

惠民保是我国构建多层次医疗保障体系的重要探索,目前其可持续发展陷入困境,为应对此困境,本研究基于行为经济学视角,将个体心理因素纳入决策考量;并将行为经济学应用于惠民保研究中,扩充了行为经济学理论的内涵与应用范围。通过建立基于行为经济学的保险购买决策过程模型,提取出风险感知、概念认知与价值认知三个心理变量。使用基于辽宁省惠辽保的调研数据,分析心理变量对惠辽保购保意愿的作用路径。结果表明:在购保决策中,变量之间具有序贯性,存在“风险感知→概念认知→价值认知→购保意愿”这一路径,概念认知与价值认知发挥链式中介作用。同时,作用路径之间具有跳跃性,主要表现在概念认知、价值认知分别在风险感知与购保意愿之间起单独中介作用,存在“风险感知→概念认知→购保意愿”和“风险感知→价值认知→购保意愿”两条路径。基于上述结论,本研究提出以下建议:深化健康风险教育,增强公众风险意识;加强惠民保宣传推广,提高认知度与价值认知;建立用户反馈机制,持续优化产品与服务。

Huimin Insurance is an important exploration of building a multi-level medical security system in China.At present,its sustainable development is in trouble.In order to cope with this dilemma,Based on the perspective of Behavioral Economics,this study incorporates individual psychological factors into the decision-making.This paper also applies behavioral economics to the research of Huimin Insurance,which expands the connotation and application scope of behavioral economics theory.By establishing an insurance purchase decision-making process model based on behavioral economics,three psychological variables of risk perception,concept cognition,and value cognition are extracted from the three stages of insurance purchase decision-making process model.Using the survey data of Huiliao Insurance in Liaoning Province,this paper analyzes the path of psychological variables on Huiliao Insurance s willingness to purchase insurance.The main results show that in the insurance purchase decision-making,there is a sequential relationship between variables,and there is a path of“risk perception→concept cognition→value cognition→purchase intention”.Concept cognition and value cognition play a chain mediating role.At the same time,there is a leap between the action paths,which is mainly manifested in the fact that conceptual cognition and value cognition play a role between risk perception and insurance purchase intention as separate intermediaries.There are two paths:“perception→conceptual cognition→insurance purchase intention”and“risk perception→value cognition→insurance purchase intention”.Based on the above conclusions,this study puts forward the following suggestions:Deepen health risk education and enhance public risk awareness;strengthen the publicity and promotion of Huimin Insurance,improve awareness and value cognition;establish a user feedback mechanism to continuously optimize products and services.