保险需求及消费分析
|
摘要
本研究在对相关经济学分析和社会学、心理学分析理论的梳理的基础上，综合有相关学科的理论和方法，对保险的需求与消费规律进行探讨。以往我国对保险的研究偏重于对保险市场的主体之一的保险公司进行研究，包括保险产品的设计、开发、公司管理、业务创新、市场监管、资金运用等方面，而忽略了对保险市场的另一主体消费者的研究。一些经济学家、社会学家和社会心理学家分别从各自的理论出发，对市场上普通消费者的需求与消费进行了一些探讨，但是作为保险这一种特殊的商品，消费者对其有着不同于一般物品的需求动机与消费心理。由于经济学、社会学、心理学等各学科各自的学科发展逻辑，决定了各学科之间相互割裂、相互漠视的现实，这种现实也限制了对需求与消费理论的深入研究，对现实存在的问题也缺乏科学的解释力。比如，消费心理学注重消费者个体因素对消费的需求动机和实际消费行为的影响，并且置自身于市场营销学的研究框架之内；经济学则始终把保险的需求及消费作为一种经济现象来分析，强调“工具理性”和充分信息；社会学突出制度、阶层、文化对经济行为的影响。本文试图打破学科界限，融合经济学、社会学和心理学的相关理论，以保险的需求与消费为重点，对影响保险需求动机与消费行为的各种因素进行跨学科的分析。
导论部分主要对风险、保险需求与消费等概念以及研究的意义作了讨论，为多学科之间的对话、综合提供了概念和方法上的支持。保险需求动机与消费心理的研究，对正确理解我国现阶段保险市场发展的不平衡状况以及认识影响影响居民保险需求与消费的主、客观条件和宏观、微观因素具有一定的理论意义，对保险经营主体调整销售策略，转变经营观念也有一定的理论和指导意义。
第一章提出了本文的研究思路和研究框架。第二章对以往经济学、社会学、心理学以及跨学科对需求动机与消费心理研究的相关理论进行了回顾，并指出了各学科在这一研究领域内存在的不足之处。第三章着重探讨了保险需求与消费的理论基础，重点讨论了经济人与社会人、需求与供给的社会制定以及经济理性人等理论观点的片面性和不足之处。第四、五、六章，分别对影响保险需求动机与消费心理的经济因素、社会因素和心理因素进行了分析，并指出：影响保险需求
与消费的因素是多重的、复杂的，居民的保险消费选择是各种因素综合作用的结
果。保险需求与消费心理是在一定的环境下对保险产品的需要及满足的心理状态，
是联系外部坏境(经济环境、制度环境、历史传统、文化)、内部因素(需求动机
与态度、个人偏好等因素)与保险消费行为的桥梁。保险的需求与消费不仅仅是
与利润有函数关系的经济行为，而且是在经济环境、历史文化传统与消费者个性
心理特征综合影响下的复杂的行为取向。研究居民的保险需求与消费，必须首先
将其置入一定的社会、历史、文化环境之中，考察作为特定的文化的接受者与传
递者的人，如何在一定的经济条件制约下，受其个体心理行为特征的影响而呈现
出不同的消费行为。第七章对本研究的贡献以及研究中存在的问题作为简要的总
结。
On the basis of critique of related knowledge of economic, sociological, and psychological analysis, this article aims to discuss motivation of insurance demand and consumption mentality in the views of economic psychology. In the past, researches on insurance were emphasized on insurance company which is one part of the insurance market, involving product design and exploitation, organizational management, business innovation, market supervision, and financing, whereas, researches on consumer, the other part, were overlooked. Some economists, sociologists, and social psychologists have done some researches on demand and consumption of ordinary consumers in the market in their respective views. However, there exists a different demand motivation and consumption mentality of the consumers to policy of insurance. For their respective logical development of economics, sociology, and psychology, there is a status quo which reflects that they are dissevered and neglected by each other. This situation limits the f
urther studies on demand and consumption, and leads to a lack of scientific explaining power to current social problems. For example, study of consumption psychology focuses its attention on the consumer's individual factors which may affect the consumer's demand motivation and the real consumption behavior, and such researches are located in the paradigm of marketing. Economics takes insurance demand and consumption as an economic phenomenon and emphasizes "instrumental rationality" and "sufficient information". Sociology gives prominence to influence of institution, stratification, and culture on economic behavior. This research tries to analyze various factors that affect insurance demand motivation and consumption behavior by breaking the disciplinary circumscription and synthetizing related theories of economics, sociology, and psychology.
The introduction is mainly to discuss concepts of risk, insurance demand and consumption, and the significance of the research. And its purpose is to provide conceptual and methodological support for cross-disciplines. Researches on insurance demand motivation and consumption is helpful to the correct knowledge of the current situation of imbalance in insurance market, to know well about all the factors which may have influence on the residuals' insurance demand and consumption, involving
subjective-objective factors and macro-micro factors. Moreover, the researches will have specific theoretical and guiding significance for the marketing strategies' adjustment and the managemential strategies' transforming of the insurers,
The first chapter of the article points out researching train of thought and framework. The second chapter take a review on related theories in economics, sociology, and psychology, which is related to demand motivation and consumption mentality. And the deficiencies of these theories are argued. The third chapter focuses on the theoretical basis of insurance demand and consumption, involving economic man and social man, social institution of demand and consumption, economic rationality. The fourth, fifth and sixth chapter analyze respectively the economic, social, and psychological factors on affecting insurance demand motivation and consumption mentality. It indicates that the factors which may affect insurance demand and consumption are multiple complicated, and residuals' insurance choices result from many factors. Psychological mentality of insurance demand and consumption is a kink of need and satisfying under certain situation, and it is the linkage of external environment (economic, social, cultural,
institutional, traditional, historical and so on) and internal factors (demand motivation and attitude, personal preference, and so forth). Insurance demand and consumption is no mere a economic behaviour which is a function of profit, but a complicated behavioural orientation under synthetical influence of economic environment, historical traditional and culture, consumer's mentality. Fist job of researches on residual insurance demand and
导论部分主要对风险、保险需求与消费等概念以及研究的意义作了讨论，为多学科之间的对话、综合提供了概念和方法上的支持。保险需求动机与消费心理的研究，对正确理解我国现阶段保险市场发展的不平衡状况以及认识影响影响居民保险需求与消费的主、客观条件和宏观、微观因素具有一定的理论意义，对保险经营主体调整销售策略，转变经营观念也有一定的理论和指导意义。
第一章提出了本文的研究思路和研究框架。第二章对以往经济学、社会学、心理学以及跨学科对需求动机与消费心理研究的相关理论进行了回顾，并指出了各学科在这一研究领域内存在的不足之处。第三章着重探讨了保险需求与消费的理论基础，重点讨论了经济人与社会人、需求与供给的社会制定以及经济理性人等理论观点的片面性和不足之处。第四、五、六章，分别对影响保险需求动机与消费心理的经济因素、社会因素和心理因素进行了分析，并指出：影响保险需求
与消费的因素是多重的、复杂的，居民的保险消费选择是各种因素综合作用的结
果。保险需求与消费心理是在一定的环境下对保险产品的需要及满足的心理状态，
是联系外部坏境(经济环境、制度环境、历史传统、文化)、内部因素(需求动机
与态度、个人偏好等因素)与保险消费行为的桥梁。保险的需求与消费不仅仅是
与利润有函数关系的经济行为，而且是在经济环境、历史文化传统与消费者个性
心理特征综合影响下的复杂的行为取向。研究居民的保险需求与消费，必须首先
将其置入一定的社会、历史、文化环境之中，考察作为特定的文化的接受者与传
递者的人，如何在一定的经济条件制约下，受其个体心理行为特征的影响而呈现
出不同的消费行为。第七章对本研究的贡献以及研究中存在的问题作为简要的总
结。
On the basis of critique of related knowledge of economic, sociological, and psychological analysis, this article aims to discuss motivation of insurance demand and consumption mentality in the views of economic psychology. In the past, researches on insurance were emphasized on insurance company which is one part of the insurance market, involving product design and exploitation, organizational management, business innovation, market supervision, and financing, whereas, researches on consumer, the other part, were overlooked. Some economists, sociologists, and social psychologists have done some researches on demand and consumption of ordinary consumers in the market in their respective views. However, there exists a different demand motivation and consumption mentality of the consumers to policy of insurance. For their respective logical development of economics, sociology, and psychology, there is a status quo which reflects that they are dissevered and neglected by each other. This situation limits the f
urther studies on demand and consumption, and leads to a lack of scientific explaining power to current social problems. For example, study of consumption psychology focuses its attention on the consumer's individual factors which may affect the consumer's demand motivation and the real consumption behavior, and such researches are located in the paradigm of marketing. Economics takes insurance demand and consumption as an economic phenomenon and emphasizes "instrumental rationality" and "sufficient information". Sociology gives prominence to influence of institution, stratification, and culture on economic behavior. This research tries to analyze various factors that affect insurance demand motivation and consumption behavior by breaking the disciplinary circumscription and synthetizing related theories of economics, sociology, and psychology.
The introduction is mainly to discuss concepts of risk, insurance demand and consumption, and the significance of the research. And its purpose is to provide conceptual and methodological support for cross-disciplines. Researches on insurance demand motivation and consumption is helpful to the correct knowledge of the current situation of imbalance in insurance market, to know well about all the factors which may have influence on the residuals' insurance demand and consumption, involving
subjective-objective factors and macro-micro factors. Moreover, the researches will have specific theoretical and guiding significance for the marketing strategies' adjustment and the managemential strategies' transforming of the insurers,
The first chapter of the article points out researching train of thought and framework. The second chapter take a review on related theories in economics, sociology, and psychology, which is related to demand motivation and consumption mentality. And the deficiencies of these theories are argued. The third chapter focuses on the theoretical basis of insurance demand and consumption, involving economic man and social man, social institution of demand and consumption, economic rationality. The fourth, fifth and sixth chapter analyze respectively the economic, social, and psychological factors on affecting insurance demand motivation and consumption mentality. It indicates that the factors which may affect insurance demand and consumption are multiple complicated, and residuals' insurance choices result from many factors. Psychological mentality of insurance demand and consumption is a kink of need and satisfying under certain situation, and it is the linkage of external environment (economic, social, cultural,
institutional, traditional, historical and so on) and internal factors (demand motivation and attitude, personal preference, and so forth). Insurance demand and consumption is no mere a economic behaviour which is a function of profit, but a complicated behavioural orientation under synthetical influence of economic environment, historical traditional and culture, consumer's mentality. Fist job of researches on residual insurance demand and
引文
[1] 阿罗·肯尼思(Arrow,Kenneth)：《社会选择与个人价值》，成都：四川人民出版社，1987
[2] 陈良，《影响保险商品需求的因素及对策建议》，载《金融理论与实践》，1995(5)．
[3] [法]保罗．阿尔布，《经济心理学》，上海：上海译文出版社，1992．
[4] 公丕澍、王光锋，《保险心理学》，北京：中国城市经济社会出版社，1990．
[5] 何培香，《我国居民保险消费市场探析》 载《消费经济》，2002．
[6] 江林主编，《消费者心理与行为》，北京：中国人民大学出版社，2002．
[7] 江生忠主编，《中国保险业发展报告》，天津：南开大学出版社，2003．
[8] 蒋新伟，《我国保险市场结构、行为、绩效的实证研究》，西南财经大学硕士学位论文，2002．
[9] 金耀基，《从传统到现代》，中国人民大学出版社，1999．
[10] 李喜梅，《保险消费的特点及消费者权益的自我保护》，载《长沙电力学院学报》(社会科学版)，2003(5)．
[11] 梁小民，《微观经济学》，北京：中国社会科学出版社，1996．
[12] 罗子明，《消费者心理学》，北京：中央编译出版社，1994．
[13] 马翠华主编，《击中消费者—消费者心理及行为透视》，北京：中国纺织出版社，2001．
[14] [美]L．E．戴维斯、D．C．诺斯：《制度变迁的理论：概念与原因》，载[美]科斯等：《财产权利与制度变迁》270页，上海，上海三联书店、上海人民出版社，1994。
[15] [美]道格拉斯．C·诺思，《经济史中的结构与变迁》，上海：上海三联，上海人民出版社，1994年，第225-226
[16] [美]哈尔·R·范里安，《微观经济学：现代观点》，上海人民出版社，1994．
[美] 加里·S·贝克尔，《家庭经济分析》，彭松建译，华夏出版社，1987年
[17] [美]曼瑟尔·奥尔森《集体行动的逻辑》，上海三联出版社，1995
[18] [美]莫温(Mowen，John C)，迈纳(Michael S．Minor)，《消费者行为学》，北京：清华大学出版社，2003．
[19] [美]小阿瑟·威廉姆斯理查德·M·汉斯《风险管理与保险》，北京：中国商
业出版社，1990．
[20] 饱户弘等著 《经济心理学—销售与广告心理学》，北京：中国商业出版社，1987
[21] 沙莲香，《社会心理学》，中国人民大学出版社，1987．
[22] 孙祁祥，《保险学》，北京：北京大学出版社，1996．
[23] 王利华，《我国居民保险消费探析》，西南财经大学硕士学士论文，2003年
[24] 王宁，《消费社会学：一个分析的视野》，北京：社会科学文献出版社，2001
[25] 熊彼特，《经济分析史》，北京：商务印书馆，pp．50-51
[26] [英]戴维·赫尔德等：《全球化：西方理论前沿》，9-13页，北京，社会科学文献出版社，2002
[27] [英]马歇尔，《经济学原理》，北京：商务印书馆，1981．
[28] 俞文钊、鲁直、唐为民，《经济心理学》，大连：东北财经大学出版社，2000．
[29] 章敏，《保险需求探析》，载于《金融与经济》，1999年第4期
[30] 张其仔，《新经济社会学》，北京：中国社会科学出版社，2001．
[31] 张维迎，《信息、信任与法律》，北京：生活·读书·新知三联书店，2003．
[32] 郑杭生等主编，《社会学概论新修》，中国人民大学出版社，1994．
[33] 周长城，《经济社会学》，北京：中国人民大学出版社，2003
[34] Everett E. Hagen, On the Theory of Social Change, Illinois, The Dorsey Press, 1962
[35] Kenneth Black, Jr. and Harold D. Skipper, Jr. Life Insurance, 1994, 12th ed. London: Prentice-Hall.
[36] Loudon, David and Albert J. Della Bitta, (4th ed.) Consumer Behavior: Concepts and Applications. NY. : McGraw-Hill, 1993.
[37] Mark Granovetter and Richard Swedberg (1992) The Sociology of Economic Life UK: Westview Press
[38] Schiffman, Leon, G. and Leslie L. Kanuk. (1997) Consumer Behaviour. NY: Prentice Hall International
[39] Vivian A. Zelizer: "Human Values and the Market: The Case of Life Insurance and Death in 19th Century American," in American Journal of sociology, 1978.
[2] 陈良，《影响保险商品需求的因素及对策建议》，载《金融理论与实践》，1995(5)．
[3] [法]保罗．阿尔布，《经济心理学》，上海：上海译文出版社，1992．
[4] 公丕澍、王光锋，《保险心理学》，北京：中国城市经济社会出版社，1990．
[5] 何培香，《我国居民保险消费市场探析》 载《消费经济》，2002．
[6] 江林主编，《消费者心理与行为》，北京：中国人民大学出版社，2002．
[7] 江生忠主编，《中国保险业发展报告》，天津：南开大学出版社，2003．
[8] 蒋新伟，《我国保险市场结构、行为、绩效的实证研究》，西南财经大学硕士学位论文，2002．
[9] 金耀基，《从传统到现代》，中国人民大学出版社，1999．
[10] 李喜梅，《保险消费的特点及消费者权益的自我保护》，载《长沙电力学院学报》(社会科学版)，2003(5)．
[11] 梁小民，《微观经济学》，北京：中国社会科学出版社，1996．
[12] 罗子明，《消费者心理学》，北京：中央编译出版社，1994．
[13] 马翠华主编，《击中消费者—消费者心理及行为透视》，北京：中国纺织出版社，2001．
[14] [美]L．E．戴维斯、D．C．诺斯：《制度变迁的理论：概念与原因》，载[美]科斯等：《财产权利与制度变迁》270页，上海，上海三联书店、上海人民出版社，1994。
[15] [美]道格拉斯．C·诺思，《经济史中的结构与变迁》，上海：上海三联，上海人民出版社，1994年，第225-226
[16] [美]哈尔·R·范里安，《微观经济学：现代观点》，上海人民出版社，1994．
[美] 加里·S·贝克尔，《家庭经济分析》，彭松建译，华夏出版社，1987年
[17] [美]曼瑟尔·奥尔森《集体行动的逻辑》，上海三联出版社，1995
[18] [美]莫温(Mowen，John C)，迈纳(Michael S．Minor)，《消费者行为学》，北京：清华大学出版社，2003．
[19] [美]小阿瑟·威廉姆斯理查德·M·汉斯《风险管理与保险》，北京：中国商
业出版社，1990．
[20] 饱户弘等著 《经济心理学—销售与广告心理学》，北京：中国商业出版社，1987
[21] 沙莲香，《社会心理学》，中国人民大学出版社，1987．
[22] 孙祁祥，《保险学》，北京：北京大学出版社，1996．
[23] 王利华，《我国居民保险消费探析》，西南财经大学硕士学士论文，2003年
[24] 王宁，《消费社会学：一个分析的视野》，北京：社会科学文献出版社，2001
[25] 熊彼特，《经济分析史》，北京：商务印书馆，pp．50-51
[26] [英]戴维·赫尔德等：《全球化：西方理论前沿》，9-13页，北京，社会科学文献出版社，2002
[27] [英]马歇尔，《经济学原理》，北京：商务印书馆，1981．
[28] 俞文钊、鲁直、唐为民，《经济心理学》，大连：东北财经大学出版社，2000．
[29] 章敏，《保险需求探析》，载于《金融与经济》，1999年第4期
[30] 张其仔，《新经济社会学》，北京：中国社会科学出版社，2001．
[31] 张维迎，《信息、信任与法律》，北京：生活·读书·新知三联书店，2003．
[32] 郑杭生等主编，《社会学概论新修》，中国人民大学出版社，1994．
[33] 周长城，《经济社会学》，北京：中国人民大学出版社，2003
[34] Everett E. Hagen, On the Theory of Social Change, Illinois, The Dorsey Press, 1962
[35] Kenneth Black, Jr. and Harold D. Skipper, Jr. Life Insurance, 1994, 12th ed. London: Prentice-Hall.
[36] Loudon, David and Albert J. Della Bitta, (4th ed.) Consumer Behavior: Concepts and Applications. NY. : McGraw-Hill, 1993.
[37] Mark Granovetter and Richard Swedberg (1992) The Sociology of Economic Life UK: Westview Press
[38] Schiffman, Leon, G. and Leslie L. Kanuk. (1997) Consumer Behaviour. NY: Prentice Hall International
[39] Vivian A. Zelizer: "Human Values and the Market: The Case of Life Insurance and Death in 19th Century American," in American Journal of sociology, 1978.