实验经济学视角下中国家财险 需求不足的实证研究  

An Empirical Study on the Insufficient Demand for Family Property Insurance in China from the Perspective of Experimental Economics

作　　者：雷牧君 杨胜刚 张少勇 LEI Mujun;YANG Shenggang;ZHANG Shaoyong(College of Finance and Statistics,Hunan University,Changsha,Hunan 410079,China;College of Business Administration,Hunan University,Changsha,Hunan 410082,China)

机构地区：[1]湖南大学金融与统计学院,湖南长沙410079 [2]湖南大学工商管理学院,湖南长沙410082

出　　处：《财经理论与实践》2023年第6期28-34,共7页The Theory and Practice of Finance and Economics

基　　金：国家社会科学基金重大项目(19ZDA103);长沙市自然科学基金项目(kq2208047);湖南省研究生科研创新项目(CX20190324)。

摘　　要：基于心理学注意衰减模型与内驱力降低理论,使用实验经济学处理效应检验和logit回归方法,探究中国家财险需求不足的问题。结果表明:潜在客户家财险决策以接受相关外部刺激为前提,第一阶段先感知家庭财产风险,第二阶段再评估家财险需求;绝大部分潜在客户难以接受到家财险相关外部刺激是导致保险需求不足的重要原因。鉴于此,可从转变财产险公司营销方式与经营理念、充分履行房地产与物业管理公司自身服务义务、有效发挥政府社会管理职能这三方面着手,将潜在需求逐步转化为家财险保单。Based on the attentional attenuation model and the drive descending theory in psychology,this paper uses experimental effect test and logit regression methods to explore the problem of insufficient demand for family property insurance in China.The results show that:potential customers’family property insurance decision-making mechanism is on the condition that receive relevant external stimuli.In the first stage,they perceive risk of family property,and in the second stage,they evaluate the demand for family property insurance.The vast majority of potential customers find it difficult to receive external stimuli related to family property insurance,which is an important reason for insufficient insurance demand.In view of this,potential demand can be gradually turned into family property insurance policies by transforming the marketing methods and business concepts of property insurance companies,fully fulfilling the service obligations of real estate and property management companies,and effectively exerting the government’s social management functions.

关 键 词：家财险 风险决策模型 经济学实验 LOGIT模型 

分 类 号：F842.4[经济管理—保险]