社会互动与健康保险购买意愿关系研究

本文系统检验了社会互动对受访者购买健康保险意愿的影响。结果表明:网络互动和传统互动均显著提高消费者为自己购买健康保险的意愿,而且网络互动的影响力更大;网络互动对为父母健康保险的购买意愿没有解释力,传统互动则显著提高了消费者为父母购买健康保险的意愿。本文在检验影响健康保险购买意愿的传统因素之外,重点关注社会互动的影响,为分析个体的保险决策提供新的视角。

The Reseach on the Relationship of Social Interaction and Health Insurance Purchase Intention

Based on 507 online questionnaire data in 2018,this paper try to gives an quantitative analysis on the impact of social interaction on respondents’willingness to purchase health insurance.The results show that:(1)Network interactions and traditional interactions both significantly increase consumers’willingness to purchase health insurance for themselves,and the effects of network interaction are even greater;(2)Network interactions have no explanatory power for health insurance purchase intentions for parents.Interaction significantly increases the willingness of consumers to purchase health insurance for their parents;(3)In addition,we provide a new explanation for the not-open comment on Internet insurance.This paper examines the impact of social interactions in addition to traditional factors that affect the willingness to purchase health insurance,and provides a new perspective for the analysis of individual insurance decisions.