《保险研究》20211105-《商业健康保险需求中的扩展家庭网络效应》（杜霞、姚奕）

［摘   要］作为我国多层次医疗保障体系的重要组成部分,如何有效促进商业健康保险需求是近年来政策和行业重点关注的领域。本文聚焦商业健康保险参保决策中的扩展家庭网络效应,考察非核心家庭成员行为对核心家庭保险购买决策的影响,以期为促进商业健康保险需求提供新的视角。研究结果表明,非核心家庭成员参保会提高核心家庭购买商业健康险的概率,即保险需求中存在正向显著的扩展家庭网络效应,且这一效应因个体接受和传递信息的能力不同而具有非对称性。此外,扩展家庭网络效应随时间逐步衰减。因此,充分利用扩展家庭网络效应推动商业健康保险需求,一方面要重点关注家庭网络中影响力较大的群体,带动其他成员的保险需求,另一方面要把握好时间窗口激发潜在需求。

［关键词］商业健康保险需求；扩展家庭网络效应；长期效应

［基金项目］感谢北京大学经济学院种子基金对本研究提供资助。

［作者简介］杜霞,北京大学经济学院风险管理与保险学系博士研究生；姚奕(通讯作者),北京大学经济学院风险管理与保险学系长聘副教授。

Extended Family Network Effects on the Demand of Private Health Insurance in China

DU Xia,YAO Yi

Abstract：As an essential part of China′s multi-level medical security system,how to effectively promote the demand for private health insurance has been the focus of the industry and policies.We studied the extended family network effect on the demand for private health insurance and examined the influence of non-nuclear family members’ behaviors on nuclear family’s insurance purchase decisions,aiming to provide a new perspective for promoting the demand for private health insurance.The results show that a nuclear family is more likely to purchase private health insurance if other non-nuclear family members purchase the insurance,which proves the existence of significantly positive extended family network effect in insurance demands.This effect shows an asymmetry feature due to individual’s abilities to convey and comprehend information.Besides,extended family network effects decrease gradually with time.Therefore,to make full use of extended family network effects,the insurers should focus on influential groups in the family network to drive the insurance demands of other members.In addition,the insurers should capture the window of opportunity to stimulate the demand promptly.

Key words：demand for private health insurance;extended family network effect;long-term effects