本文選題：保險(xiǎn)消費(fèi)決策　切入點(diǎn)：結(jié)構(gòu)方程模型　出處：《東北財(cái)經(jīng)大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：我國(guó)保險(xiǎn)業(yè)發(fā)展起步較晚,起初只能是摸著石頭過(guò)河,以模仿借鑒為主。隨著改革開(kāi)放進(jìn)程的不斷深入,我國(guó)保險(xiǎn)業(yè)迎來(lái)了難得的發(fā)展契機(jī),保險(xiǎn)公司猶如雨后春筍般出現(xiàn)在人們面前。但在發(fā)展的同時(shí),卻忽略了行業(yè)自身的結(jié)構(gòu)完善與規(guī)范建設(shè),不斷累積形成的頑疾嚴(yán)重影響了行業(yè)升級(jí)與產(chǎn)品創(chuàng)新。保險(xiǎn)行業(yè)的發(fā)展,從根本上講,依賴(lài)于消費(fèi)者保險(xiǎn)意識(shí)的提高以及對(duì)保險(xiǎn)的正確詮釋,取決于保險(xiǎn)公司的營(yíng)銷(xiāo)創(chuàng)新以及重塑口碑的努力,并得益于政府政策的支持以及法律的有效保護(hù)。本文正是從消費(fèi)者和保險(xiǎn)企業(yè)這兩個(gè)交易主體出發(fā),研究保險(xiǎn)消費(fèi)決策的影響因素,試圖給出有利于保險(xiǎn)行業(yè)發(fā)展的可行性建議。本文在借鑒以往關(guān)于消費(fèi)決策影響因素的文獻(xiàn)成果的基礎(chǔ)上,以我國(guó)未購(gòu)買(mǎi)保險(xiǎn)的1000名被采訪者為問(wèn)卷調(diào)查對(duì)象,采用結(jié)構(gòu)方程模型,對(duì)影響保險(xiǎn)消費(fèi)決策的因素展開(kāi)實(shí)證分析。 首先,選取消費(fèi)者主觀因素、保險(xiǎn)產(chǎn)品因素、保險(xiǎn)公司實(shí)力三個(gè)潛在變量構(gòu)建理論模型,運(yùn)用AMOS21.0軟件輸入210名被調(diào)查者問(wèn)卷數(shù)據(jù)得出結(jié)論。結(jié)果顯示,消費(fèi)者主觀因素、保險(xiǎn)產(chǎn)品因素、保險(xiǎn)公司實(shí)力對(duì)保險(xiǎn)消費(fèi)決策影響顯著,其中消費(fèi)者主觀因素的影響要高于保險(xiǎn)產(chǎn)品因素而低于保險(xiǎn)公司實(shí)力的影響,本文將這種現(xiàn)象界定為強(qiáng)制被動(dòng)。所謂強(qiáng)制是指在保險(xiǎn)市場(chǎng)不成熟的情況下,可供選擇的保險(xiǎn)產(chǎn)品并不充足,保險(xiǎn)產(chǎn)品類(lèi)型乏善可陳,決定消費(fèi)者在哪家保險(xiǎn)公司購(gòu)買(mǎi)何種保險(xiǎn)產(chǎn)品更多的是消費(fèi)者的個(gè)人狀況,包括消費(fèi)者的態(tài)度、動(dòng)機(jī)以及意識(shí)等,并非是保險(xiǎn)產(chǎn)品本身。所謂被動(dòng)是指保險(xiǎn)公司在營(yíng)銷(xiāo)、服務(wù)以及企業(yè)形象等方面做出的努力是消費(fèi)者做出保險(xiǎn)消費(fèi)決策的最大誘因,消費(fèi)者并非依靠自身主觀因素主動(dòng)的做出決策。說(shuō)明我國(guó)保險(xiǎn)消費(fèi)者多為強(qiáng)制被動(dòng)型。 其次,分別按照收入和學(xué)歷的高低分為兩組進(jìn)行研究。AMOS21.0軟件輸出的結(jié)果顯示,產(chǎn)品特性對(duì)兩組數(shù)據(jù)中高收入和高學(xué)歷者的影響均比低收入者和低學(xué)歷者的大,本文將這種現(xiàn)象界定為自覺(jué)。所謂自覺(jué)是指高收入者或者高學(xué)歷者由于收入或者學(xué)歷上的優(yōu)勢(shì)比低收入者或者低學(xué)歷者有相對(duì)多一些的自主選擇空間,所以他們會(huì)更看重產(chǎn)品本身的屬性。但是無(wú)論是高收入組還是低收入組,保險(xiǎn)公司實(shí)力的影響依然最顯著,消費(fèi)者依然是被動(dòng)接受保險(xiǎn)產(chǎn)品的。也就是說(shuō),雖然我國(guó)的保險(xiǎn)消費(fèi)者大多為強(qiáng)制被動(dòng)型,但由于部分消費(fèi)者收入或者學(xué)歷上的優(yōu)勢(shì)使其被納入到自覺(jué)被動(dòng)型中。 再次,分別按照年齡和性別分組進(jìn)行研究。AMOS輸出報(bào)表的結(jié)果顯示,各因素的影響在不相同的年齡組和性別組中的差異不大,換言之,不同年齡和性別的消費(fèi)者在做出保險(xiǎn)消費(fèi)決策時(shí),對(duì)于更加看重自身主觀狀況或是產(chǎn)品或是保險(xiǎn)公司實(shí)力狀況的差異不大,間接影響并不顯著。 最后,鑒于研究結(jié)論,本文給出了監(jiān)管問(wèn)責(zé)并行大力鼓勵(lì)創(chuàng)新,注重主觀因素消除保險(xiǎn)消費(fèi)被動(dòng)性以及借助自覺(jué)性創(chuàng)新高端產(chǎn)品等有利于我國(guó)保險(xiǎn)業(yè)發(fā)展的可行建議。本文的創(chuàng)新在于強(qiáng)制被動(dòng)與自覺(jué)被動(dòng)結(jié)論,研究中也存在許多不足,本研究認(rèn)為保險(xiǎn)市場(chǎng)的逐步完善與日趨成熟,依賴(lài)于保險(xiǎn)業(yè)的消費(fèi)主體、經(jīng)營(yíng)主體以及監(jiān)管主體,同時(shí)也影響著這三大主體,如何協(xié)調(diào)市場(chǎng)與各主體間的關(guān)系則是日后研究的重中之重。
[Abstract]:The development of China's insurance industry started late, at first only feeling the stones, to imitate the reference. With the deepening of reform and opening up, China's insurance industry ushered in a rare opportunity for development, the insurance company is like bamboo shoots after a spring rain in front of people. But at the same time, but ignored the perfect structure of the industry itself and standard construction, constantly accumulated ills has seriously affected the industry upgrading and product innovation. The development of the insurance industry, basically rely on consumers to increase the insurance awareness and correct interpretation of the insurance, the insurance company depends on word-of-mouth marketing innovation and remodeling efforts to protect and benefit from government policy support as well as the law. This is a departure from the consumer and insurance companies in the two trading the main factors affecting the insurance consumer decision-making research, try to give benefit for insurance Suggestions for industry development. Based on the previous researches about the consumer decision factors of the literature, to our country did not buy insurance 1000 interviewees questionnaires, using structural equation model, empirical analysis on factors influencing the decision-making of insurance consumption.
First, select the consumer subjective factors, factors of insurance products, the insurance company strength of three latent variables builds a theoretical model, using AMOS21.0 software to input 210 informant questionnaire data concluded. The results showed that consumers' subjective factors, factors of influence of insurance products, insurance company strength of insurance consumer decision-making significantly influences the consumers' subjective factors than that of insurance products and insurance companies is lower than the strength of the factors, this phenomenon is defined as compulsory passive. Compulsory means in the insurance market is not mature, alternative insurance products are not sufficient, insurance products have decided to consumers in which insurance companies to buy insurance products which are more consumers the personal status, including consumer attitudes, motivation and consciousness, is not the product itself. The so-called passive insurance refers to insurance The company's efforts in marketing, service and corporate image are the biggest incentives for consumers to make insurance consumption decisions. Consumers do not rely on their subjective factors to make decisions voluntarily.
Secondly, according to the income and education level were divided into two groups based on.AMOS21.0 software output results show that the impact of product characteristics on high income and high education in the two groups were higher than the low income and low education level of the large, this phenomenon is defined as the conscious. That awareness refers to the high income or because of the high degree of income or educational advantages than low-income or low education level are relatively more independent space, so they will pay more attention to product attributes. But whether the high income group and low income group, the strength of the effect of insurance companies is still the most significant, the consumer is still passive accept insurance products. That is to say, although China's insurance consumers are forced to passive, but as part of the consumer income or degree to its advantage to be incorporated into the consciousness of the passive.
Again, the research of.AMOS output report respectively according to the age and gender groups showed little difference in age groups and gender groups are not the same in all factors, in other words, different age and gender of the consumers in making purchase decisions for insurance, pay more attention to their own subjective status or product or difference the insurance company is not the strength of the situation, the indirect impact is not significant.
Finally, in view of the research conclusion, this paper gives the regulatory accountability parallel vigorously encourage innovation, pay attention to eliminate the subjective factors of insurance consumption and with the help of passive consciousness of innovation in the high-end products have a feasible suggestions for the development of China's insurance industry. The innovation of this paper lies in the forced passive and passive conscious conclusion, many problems also exist in the study of this research. Think of insurance market gradually improve and mature, the main consumption depends on the insurance industry, management and supervision of the main body, but also affect the three main, how to coordinate the relationship between the market and the main is the priority among priorities on research.

【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F842;F224

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