社会信任对居民的保险购买行为的影响研究  

Study on the Impact of Social Trust on Residents’ Insurance Purchasing Behavior

作　　者：宁美娟 NING Meijuan(School of Economics and Management,North China University of Technology,Beijing 100144,China)

机构地区：[1]北方工业大学经济管理学院,北京100144

出　　处：《商业观察》2024年第36期100-103,111,共5页BUSINESS OBSERVATION

摘　　要：近年来,我国居民的风险管理意识不断增强,如何提升其保险购买行为、完善社会保障机制是政府和学术界都密切关切且重视的。文章以社会信任这一居民的行为和文化特征作为分析视角,讨论社会信任和居民保险购买行为的关系。基于中国综合社会调查的微观数据,发现社会信任度较高的居民具有较强的保险购买行为。使用更换被解释变量以及更换回归方法进行稳健性检验后,上述结果保持稳定。异质性检验表明:性别、户籍的人口统计学指标对社会信任与居民保险购买行为的关系具有差异性影响。基于研究结果,提出以下三点建议:第一,健全法律体系,提倡诚信文化;第二,激发居民参与和信任感,建立信任共同体;第三,强化风险教育和规划意识,完善保险监管和服务机制,拓展保险服务渠道。In recent years,the risk management awareness of Chinese residents has been continuously enhanced.How to improve their insurance purchasing behavior and improve the social security mechanism is closely concerned and valued by the government and academia.This article takes social trust,the behavioral and cultural characteristics of residents,as an analytical perspective to discuss the relationship between social trust and residents'insurance purchasing behavior.Based on micro data from China's comprehensive social survey,it is found that residents with high social trust have strong insurance purchasing behavior.After conducting robustness tests using replacement of the explained variable and regression methods,the above results remain stable.The heterogeneity test shows that the demographic indicators of gender and registered residence have a different impact on the relationship between social trust and residents'insurance purchasing behavior.Based on the research results of this article,the following three suggestions are proposed.Firstly,it should improve the legal system and promote a culture of integrity.Secondly,it needs to stimulate resident participation and trust,and establish a community of trust.Thirdly,strengthening risk education and planning awareness,improving insurance supervision and service mechanisms,and expanding insurance service channels are essential.

关 键 词：社会信任 保险购买 行为决策 

分 类 号：F842.6[经济管理—保险]