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Alternative TitleA Study on the Relationship between Consumers' Risk Perception and Willingness to Purchase Insurance Products from the Psychology Approach
张鉴美1,2; 陈毅文1,2; 李信1,2
Source Publication保险研究


Other Abstract

The insurance industry has been growing quite fast in recent years with the rapid development of the so- cio-economy. The insurance premiums rise constantly, and products and services become more and more diversi- fied. Here we tried to study the relationship among consumers' risk perception, perceived value and purchase inten- tion of insurance products from an applied psychology approach. We based our study on the area of short-term tourist accident insurance and chose consumers' perceived value of the insurance as the mediator and consumers' involve- ment as the moderator. By a quantitative analysis,we found that the higher the travel risk consumers perceived,the more willing they were to buy the insurance, and the perceived value of the insurance mediated the relation a- bore. The travel risks consumers perceived made them value travel insurance, and thus became willing to buy the in- surance. Meanwhile, consumers' involvement moderated the mediation, which meant that consumers high in involve- ment would be more sensitive to the travel risk, and valued the insurance more and thus had higher purchase will- ingness, and vice versa. The conclusion would have some reference significance for other types of insurance.

Keyword旅游风险感知 感知价值 购买意愿 卷入度
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Document Type期刊论文
First Author AffilicationInstitute of Psychology, Chinese Academy of Sciences
Recommended Citation
GB/T 7714
张鉴美,陈毅文,李信. 从心理学角度研究风险知觉和保险购买意愿相关关系——以旅游短期意外险为例[J]. 保险研究,2015(6):72-81.
APA 张鉴美,陈毅文,&李信.(2015).从心理学角度研究风险知觉和保险购买意愿相关关系——以旅游短期意外险为例.保险研究(6),72-81.
MLA 张鉴美,et al."从心理学角度研究风险知觉和保险购买意愿相关关系——以旅游短期意外险为例".保险研究 .6(2015):72-81.
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