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旅游风险知觉与旅游短期意外险购买意愿研究:旅游保险价值感知的中介作用
Alternative TitleResearch of Perceived Travel Risk and Consumer's Purchase Intention of Short-term Accident Insurance
张鉴美
2015-07
Abstract

近年来,随着经济的快速发展和人们生活水平的不断提高,选择外出旅游作为休闲放松方式的居民不断增加。旅游业的发展一定程度上催生并推动了旅游保险市场。但总体来看,旅游保险的普及率相对于旅游业的发展速度,仍表现出滞后的趋势。本研究以旅游短期意外险为基础,探讨面对旅游风险时,消费者对短期意外险的购买意愿,并尝试通过消费者的卷入度和对旅游短期意外险的价值感知,来分析消费者对旅游保险有一定程度的接受度但购买率仍不高的原因。研究结果表明: (1)消费者感知到的旅游风险与其对旅游保险的价值感知和购买意愿显著相关,消费者感知到的旅游风险越高,对旅游保险的价值感知更高,同时也对旅游保险有更强的购买意愿,其中感知旅游保险价值中介了感知旅游风险对旅游保险购买意愿的影响。 (2)根据上述结果,将短期意外险价值感知分维度的中介效应概括如下:旅游保险的情感价值中介了身体风险、设施风险和服务风险对消费者购买意愿的影响,旅游保险的质量价值中介了身体风险、设施风险、服务风险对消费者购买意愿的影响,旅游保险的价值价值中介了社会风险对消费者购买意愿的影响。旅游保险价值感知四个维度中,社会价值的中介作用不显著。

Other Abstract

With the rapid development of economy and constant improvement of life quality, more and more people trend to relax themselves by travelling around. The blossom of the tourism brings forth and promotes the industry of travel insurance. Meanwhile, the popularization of the travel insurance industry lags behind the development of tourism. In this study, we planned to analyze the reason that people's purchase intention was not strong enough in face of travel insurance. We based our study in the area of short-term accident insurance and tried to figure out the impact of perceived value of the insurance and personal involvement. The results showed that: The consumer perceived travel risk significantly correlated with the perceived value and purchase intention of the travel insurance. The higher the value was perceived, the more willing people intend to purchase the travel insurance. The perceived value of the travel insurance mediated the impact of consumer perceived travel risk on purchase intention of the travel insurance. Emotional value of the travel insurance mediated the impact of physical risk, facility risk, and service risk on purchase intention. Quality value of the travel insurance mediated the impact of physical risk, facility risk, service risk on purchase intention. Price value of the travel insurance mediated the impact of social risk on purchase intention. The mediation effect of the price value and social value were not significant.

Subject Area应用心理学
Keyword旅游风险感知 感知价值 购买意愿 卷入度
Subtype硕士
Language中文
Degree Discipline心理学
Degree Grantor中国科学院研究生院
Place of Conferral北京
Document Type学位论文
Identifierhttp://ir.psych.ac.cn/handle/311026/20554
Collection社会与工程心理学研究室
Recommended Citation
GB/T 7714
张鉴美. 旅游风险知觉与旅游短期意外险购买意愿研究:旅游保险价值感知的中介作用[D]. 北京. 中国科学院研究生院,2015.
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