《保险研究》20250303-《中国居民家庭信任对商业人身保险不合理配置的影响——基于经验法则的视角》（王香珺、祝伟、姚树）

［摘   要］本文检验家庭信任水平对商业人身保险不合理配置的影响。首先根据保险决策的经验法则构建了保险不合理配置的指标变量，基于中国家庭金融调查数据发现，中国居民家庭保险配置的合理性水平总体较低。将家庭信任划分为普遍信任和特殊信任，本文发现，两类信任对家庭商业人身保险的不合理配置表现出不同影响，普遍信任对家庭商业人身保险购买不足没有显著影响，而特殊信任显著改善了家庭商业人身保险购买不足。进一步研究发现，普遍信任水平高的家庭购买的商业人身保险中，被保险人选择不合理程度更高，保险产品选择不合理程度更高；特殊信任水平高的家庭被保险人选择不合理程度更低，对保险产品选择不合理影响不显著。

［关键词］社会信任；商业人身保险配置；经验法则

［基金项目］本研究受到北京市社会科学基金项目（17YJC039）、对外经济贸易大学惠园杰出青年学者项目（20JQ05）和对外经济贸易大学中央高校基本科研业务费专项资金（ZD6-02）资助。

［作者简介］王香珺，对外经济贸易大学保险学院博士研究生；祝伟（通讯作者），对外经济贸易大学保险学院教授；姚树，对外经济贸易大学保险学院硕士研究生。

Social Trust and Proper Allocation of Commercial Insurance in Chinese Households—From the Perspective of the Rule of Thumb

WANG Xiang-jun,ZHU Wei,YAO Shu

Abstract：This paper condenses the rules of thumb for insurance decision-making,and defines improper insurance allocation from the three dimensions of insufficient coverage,unreasonable selection of the insured person,and unreasonable selection of insurance products.It then establishes indicator variables for improper insurance allocation.Moreover,based on the China Household Finance Survey (CHFS),the study tests the impacts of Chinese households’ trust level on the properness of insurance allocation.It finds that the level of proper insurance allocation of Chinese households is generally low.The article distinguishes between general trust towards strangers and specific trust in the insurance industry.The empirical analysis reveals that general trust and specific trust have different influences on household commercial insurance allocation,with specific trust exerting more significant impact.The level of general trust has no significant effect on household under-purchase of commercial insurance,but household specific trust significantly improves under-purchase of household commercial insurance.Households with high general trust tend to exhibit a higher degree of improperness in their choice of insured persons in commercial insurance,while those with high specific trust show a lower degree of improperness.Households with high general trust levels show high degree of improperness in their insurance product choices,while those with a high level of specific trust exert no significant impact on the improperness of product choices.

Key words：social trust;commercial insurance allocation;rules of thumb