航空意外险感知风险与购买意愿关系研究

航空意外险是一种非强制性保险产品,产品的销售取决于顾客的购买意愿,而购买意愿又与顾客的感知风险相关联.本文在文献研究基础上,将时间风险、功能风险、财务风险、社会风险四个维度作为感知风险变量,同时引入客户保险产品认知度这一调节变量,构建感知风险与购买意愿分析模型,并对调查数据进行实证分析,最后提出相关建议.研究结论显示:首先,时间风险、功能风险、财务风险对购买意愿有显著的负相关,而社会风险则对购买意愿无显著影响；其次,保险产品高认知顾客与航空意外险购买意愿正相关,而一般认知顾客与购买意愿无显著性关系；最后,顾客介入程度这一调节变量仅对功能风险起到调节作用,顾客的功能风险与航空意外险的购买意愿显著相关.

Qualitative Study of Perceived Risk and Purchase Intention in Aviation Accident Insurance

Aviation accident insurance is a kind of non-compulsory insurance products,whose sales depends on customers’ purchase intention.The latter is related to customer perceived risk.In accordance with the literature review,this paper makes the perceived risk and purchase intention analysis model,in which time risk,function risk,finance risk and social risk are taken as perceived risk variables,whereas customer awareness of insurance products as regulating variable.Supported by data analysis of the survey,the paper offers some suggestions about the development of aviation accident insurance products.The research has contributed some interesting findings.In terms of customer’s purchase intention,the findings firstly shows that it has significant negative correlation with time risk,function risk,and finance risk,whereas the social risk has no significant correlation with customers’ purchase intention.Secondly,the customers who have fully perceived the insurance products are highly motivated to buy aviation accident insurance,the average customers are opposite.Therefore the first group has positive correlations with their purchase intention,the second group has no correlation with their purchase intention.Last but not least,as far as function risk is concerned,the degree of customers’ involvements only plays the role of adjust.There is positive correlation between customers’ perception of risk and their aviation accident insurance purchase intention.