《保险研究》20221005-《助推行为对提高保险需求的异质性影响》（李璐桐、毛磊）

［摘   要］“助推”是行为经济学研究领域中的一个热点词汇,其含义是指在不强迫的情况下巧妙地引导个体做出更理性的决策。现有研究表明,助推行为可以提高人们的储蓄、投资、采取保护环境和纳税遵从等多种行为。然而,助推的效果和时效是否因目标群体不同而存在差异仍然需要进一步研究。本文以行为经济学为理论基础,分别设计基于现状偏好与心理账户的助推,通过一个商业养老保险多期投保决策的经济学实验探究“助推”对提高保险需求的异质性影响。实验结果表明,基于现状偏好的助推对提高有保险购买经历或对保险行业认可程度较高群体投保率的影响显著；基于心理账户的助推对提高消费水平较高群体投保率的影响显著。根据本文的研究结果,建议保险公司在经营过程中合理设计、实行有效的助推方案,依据客户自身特征和个人情况实行不同的“助推”。此外,保险公司应认识到客户对保险行业认可程度的重要性,为提高必要保险产品普及率及客户对行业的满意度而在宣传、销售等环节做出相应的努力和改进。

［关键词］“助推”；经济学实验；异质性影响；保险需求

［基金项目］本文受教育部人文社会科学研究项目(21YJC790087)、中央财经大学一流学科建设项目“以保险机制配置涉险资源的理论、实践、数据与实验”资助。

［作者简介］李璐桐,中央财经大学保险学院硕士研究生；毛磊,中央财经大学保险学院副教授。

A Research on Heterogeneous Effects of "Nudge" in Promoting Insurance Demands

LI Lu-tong,MAO Lei

Abstract："Nudge" is a highlighted term in behavioral economics.It means to subtly guide,other than force,an individual to make a more rational decision.A large amount of literature shows that nudge can affect individuals’ decisions on saving,investment,environmental conservation and tax compliance,etc.However,whether the influence and effectiveness of nudge vary with the targeted groups still deserves further exploring.In the perspective of behavioral economics,the paper designs an economics experiment on multiple rounds of decisions to take up a commercial pension insurance to study heterogeneous effects of nudges on the promotion of insurance demands based on status quo bias and mental accounting respectively.Experimental results show that,nudge based on status quo bias increases insurance purchases among individuals with insurance purchase experiences or a higher recognition of insurance significantly.Nudge based on mental accounting poses a significant influence on individuals with a higher consumption level.Our results indicate,insurance companies are supposed to design and implement reasonable and effective nudges in sales and marketing through introducing customized nudges aiming at targed customers according to their characteristics and personal traits.In addition,insurance companies should realize the importance of customers' recognition of the insurance industry,and make efforts to promote penetration rate of insurance and increase customers' satisfaction with the insurance through improving in commecial promotion and sales.

Key words：nudge;economics experiment;heterogeneous influence;insurance demand