摘要
基于信息-认知-意愿理论模型对农民投资商业养老保险决策行为意愿进行研究,信息方面考虑农民间小世界网络结构特性的关系强度和社会互动,认知方面考虑感知风险、感知价值和信任,意愿方面考虑保险购买决策中行为意愿。研究表明关系强度对购买意愿有显著的影响,如果信息由强关系来源提供,农民往往对商业养老保险产品信息的感知风险要低一些,感知价值和信任程度要高一些,从而影响农民购买商业养老保险的意愿。社会互动对农民购买商业养老保险意愿的影响不显著,但是社会互动却对农民的感知风险、感知价值产生影响。感知风险、感知价值和信任显著影响了农民的购买意愿。
The study based on information-cognitive-intention theory model for peasant to invest in commercial endowment insurance decision behavior intention, information considered peasant small world network structure characteristics of the strength of the relationship and social interaction,cognitive consideration of perceived risk, perceived value and trust, will consider the purchase of insurance decision behavior intention. The result show that relationship strength on purchase intention have significant effect, if the information is provided by the strong relationship between the source,peasant often have some lower perceived risk of the information of commercial old insurance products,so that the degree of perceived value and trust should be higher, which will affect the peasants＇ willingness to purchase commercial old age insurance. The social interaction had no significant effect on the peasants＇ willingness to purchase the commercial old age insurance, but social interaction had an effect on the peasants＇ perceived risk and perceived value. Perceived risk, perceived value and trust had a significant effect on the purchase intention of peasant.
出处
《金融理论与实践》
北大核心
2016年第4期84-89,共6页
Financial Theory and Practice
基金
辽宁省社会科学规划基金项目"城乡统筹背景下辽宁流动人口基本医疗保障关系转移接续问题研究"(L14BJL013)
辽宁省保险学会项目"辽宁地区商业保险参与健康养老服务业模式研究"(2015ilkt19)
关键词
保险研究
社会互动
关系强度
商业养老保险
S-O-R模型
insurance research
social interaction
relational intensity
commercial pension insurance
S-O-R model
