消费者特质对保障型与投资型寿险需求的影响——基于公司微观保单数据的实证检验  

Influence of Consumer Characteristics on Life Insurance Demand of Guarantee Type and Investment Type:An Empirical Test Based on Company Micro Policy Data

作　　者：孙秀清 毕泗锋[2] SUN Xiuqing;BI Sifeng(School of Insurance,Shandong University of Finance and Economics,Jinan 250014,China;School of Finance,Shandong University of Finance and Economics,Jinan 250014,China)

机构地区：[1]山东财经大学保险学院,山东济南250014 [2]山东财经大学金融学院,山东济南250014

出　　处：《山东财经大学学报》2018年第6期30-40,共11页Journal of Shandong University of Finance and Economics

基　　金：国家社会科学基金项目"商业寿险合约选择与退出机制研究"(16BJY187);中国保险学会教保人身保险高校课题研究基金项目"基于消费者特质的异质寿险需求研究"(jiaobao2017-07);2016年山东省高等学校人文社会科学研究计划资助经费项目(J16YE20)

摘　　要：文章对寿险需求的研究拓展至投资型寿险,并采用某在营寿险公司约105万份微观保单数据基于消费者特质对四类寿险产品的影响效应进行了实证检验。研究发现:以分红和万能寿险为主的投资型寿险是寿险需求的主导倾向;(18,54]岁年龄段、已婚和5万元～20万元收入组的投保人是两类寿险的主导需求群体;投保人性别、地区和被保险人年龄、婚姻、性别等特质在两类寿险中的分布差异很大;投保人年龄对保障型寿险需求无显著影响,与投资型寿险需求基本呈负相关关系,被保险人年龄的影响存在非线性效应;女性、高收入和市县区的投保人,大体上有着较高的保障型和投资型寿险需求。寿险公司应依据消费者的特质需求创新保障型寿险产品,监管部门应强化对寿险销售从业人员的管理,同时要提高消费者理性选择寿险需求的能力。The existing literature has theoretically proved the impact of consumer characteristics on the demand of traditional life insurance and has conducted empirical analyses mainly by using macro data and micro-survey data.This paper extends the study of life insurance demand to investment-based life insurance,and by using the data of about 1050 thousand micro insurance policies from a certain life insurance company and based on consumer characteristics,empirically tests the effects of four kinds of life insurance products.The research results show that the investment life insurance mainly based on dividends and omnipotent life insurance is the dominant trend of life insurance demand;the policy-holders aged 18 to 54,married and with an income of 50 to 200 thousand yuan are the leading demand group for two types of life insurance;there are great differences in the distribution of policyholders'characteristics of age,marriage and gender between the two types of life insurance;the age of the policyholders has no significant effect on the demand of guarantee life insurance but has a negative correlation with the demand of investment life insurance,and the effect of policy-holders'age presents a nonlinear effect;and that women,high-income policyholders and those from city and county areas generally have a higher demand for guarantee life insurance and investment life insurance.

关 键 词：消费者特质 保障型寿险 投资型寿险 需求结构 

分 类 号：F830.6[经济管理—金融学]