关系强度、社会互动与农民购买商业养老保险意愿——基于修订的S-O-R模型.pdfVIP

保险研究 芙军~I厦、君主g~D与 自民朋罢固血需e1即宣言愿 一一基于修订的S-O-R模型 许燕 (渤海大学经法学院，辽宁锦州 1210∞) 摘要:基于信息一认知一意愿理论模型对农民投资商业养老保险决策行为意愿进行研究，信息方 面考虑农民间小世界网络结构特性的关系强度和社会王动，认知方面考虑感知风险、感知价值 和信任，意愿方面考虑保险购买决策中行为意愿。研究表明关系强度对购买意愿有显著的影 响，如果信息由强关系来源提供，农民往往对商业养老保险产品信息的感知风险要低一些，感知 价值和信任程度要高一些，从而影响农民购买商业养老保险的意愿。社会互动对农民购买商业 养老保险意愿的影响不显著，但是社会王动却对农民的感知风险、感知价值产生影响。感知风 险、感知价值和信任显著影响了农民的购买意愿。 关键词:保险研究;社会王动;关系强度;商业养老保险;S-O-R模型 文章编号:1003-4625(2016)04-0084-06 中圄分类号:F84ο.67 文献标识码:A Abstract: The study based on information- cognitive- intention the。可 model for peasant to invest in commercial endowment insurance decision behavior intention , information considered pe届四t small world network structure characteristics of the strength of the relationship and social interaction , cognitive consideration of perceived risk , perceived value and trust , wiU consider the purchase of insurance decision behavior intention. The result show that relationship st四ngth on purchase intention have significant effect, if the information is provided by the strong relationship between the source, peasant often have some lower perceived risk of the information of commercial old insurance products , so that the degree of perceived value and trust should be higher, which will affect the peasants willingness to purchase commercial old age insurance. The social interaction had no significant effect on the peasants willingness to purchase the commercial old a在e insurance , but social interaction had an effect on the peasan怡， perceived risk and perceived value. Perceived risk , perceived value and trust had a significant effect on the purchase intention of peasant. Key words: insurance research; social