《保险研究》20220801-《社会信任对个人商业保险购买决策的影响——基于CGSS数据的实证研究》（王泰、朱衡、卓志）

［摘   要］社会信任是否影响个人商业保险参与？本文探讨了社会信任对个人商业保险购买决策的影响机理,并使用中国综合社会调查数据进行验证。研究发现,社会信任对个人商业养老保险及商业医疗保险的购买决策均具有正向影响。通过拓展个人信息渠道,提升个人风险认知,促进了商业保险参与；保险投诉量更高地区的居民购买商业保险的概率更低；多层次的养老理念能够刺激个人更多地购买商业养老保险。本文拓展了社会信任对商业保险需求影响的相关研究,为培育作为非正式制度的社会信任提供了学术依据,以期为我国保险业的高质量发展献计献策。

［关键词］社会信任；商业保险；保险购买决策；非正式制度

［基金项目］国家社会科学基金重点项目(16AZD019)。

［作者简介］王泰,西南财经大学金融学院,博士研究生；朱衡(通讯作者),西南财经大学金融学院,经济学博士,讲师；卓志,西南财经大学,经济学博士,教授,博士生导师。

Effect of Social Trust on the Decision for Purchasing Individual Commercial Life Insurance:An Empirical Study Based on CGSS Data

WANG Tai,ZHU Heng,ZHUO Zhi

Abstract：Social trust is the foundation of business transactions and has an important impact on personal commercial insurance participation.This paper theoretically discussed the influencing mechanism of social trust on personal commercial insurance purchase and conducted and empirical study to verify the findings based on CGSS data.We find that social trust has a significant positive impact on individual commercial pension and commercial medical insurance purchase decisions.Social trust can promote the participation to commercial insurance by expanding personal information channels,which improves risk awareness.We also find that residents in areas with higher insurance complaints have a lower probability of buying commercial insurance;the concept of multi-level old-age security system can stimulate individuals to buy more commercial pension insurance.This paper expands the research on the impact of social trust on the demand for commercial insurance and provides an academic basis for cultivating and perfecting social trust.It also offers an insight on the high-quality development of the insurance industry in China.

Key words：social trust;commercial insurance;insurance purchase decision;informal institution