社会互动对个人寿险投保决策的影响路径分析  

The Influence Path of Social Interaction on People’s Life Insurance Purchase Decision-Making

作　　者：胡继晔 张艳 HU Jiye;ZHANG Yan(School of Business,China University of Political Science and Law,Beijing 100088,China)

机构地区：[1]中国政法大学商学院,北京100088

出　　处：《老龄科学研究》2022年第11期1-13,共13页Scientific Research on Aging

基　　金：2021年度教育部哲学社会科学研究重大课题攻关项目“促进我国多层次养老保险体系发展研究”(21JZD035);中国老龄事业发展基金会委托课题“基于数字技术的老龄金融与涉老信托研究”。

摘　　要：第三支柱个人寿险作为个人可自主决策的养老金融产品,其参与率低的原因主要包括:人们的养老认知不足、对金融知识不了解、对风险的包容度低,信息网络不完善,等等。基于中国综合社会调查(CGSS) 2017年数据,研究社会互动对个人寿险投保决策的影响路径。结果表明,社会互动能明显提升居民的个人寿险投保意愿,其中,内生性互动通过信息渠道增加人们的金融素养和养老认知,情景互动有助于提升居民的幸福感和信任度。因此,可以有针对性地提升人们对养老金融的认知,通过个人寿险来补充个人养老财富储备。The third pillar of individual life insurance is a pension financial product that individuals can make their own decisions. Its low participation rate mainly includes people’s insufficient knowledge of pension, lack of financial knowledge, low-risk tolerance and imperfect information network, among others. Based on data from the 2017 Chinese General Social Survey(CGSS), this paper examined the impact of social interaction on individual life insurance purchase decision-making.Results show that social interaction can significantly enhance people’s willingness to buy life insurance, and endogenous interaction increases people’s financial literacy and eldercare awareness through information channels. Besides, situational interaction helps to enhance people’s happiness and trust. Therefore, we can improve people’s knowledge of pension finance and beef up their pension wealth reserve through life insurance targetedly.

关 键 词：个人寿险 养老财富储备 社会互动 

分 类 号：F842.6[经济管理—保险]