王向楠

• 1:中国社会科学院金融研究所

摘要(Abstract)：

本文先探讨了人格、价值观和保险教育因素对保险需求的影响,然后,基于同一所高校的515名大学生的调查样本,主要通过Probit回归进行实证研究,发现了如下结论:(1)在MBTI的4个维度的人格类型中,判断型(相对于知觉型)人格取值增加一个标准差,购买保险的概率将增加3~4个百分点;而外倾/内倾、感觉/直觉、思维/情感的人格类型都没有显著影响。(2)在Super(1970)的12个尺度的价值观(即"偏好参数")中,"利他主义"偏好、"管理"偏好增加一个标准差,购买保险的概率将分别增加8~9个百分点、约6个百分点。(3)在家庭、学校、社会和工作场所这4个保险教育渠道中,从家庭和学校获得的保险教育对保险需求有显著和稳健的积极影响。本文拓展了保险需求的研究,也丰富了消费金融领域的研究。

关键词(KeyWords)： 人格;价值观;教育;保险需求

Abstract:

Keywords:

基金项目(Foundation): 国家自然科学基金项目(71203133);; 中国社会科学院金融所课题;; 教育部人文社会科学重点研究基地项目(16JJD790061)资助

作者(Author): 王向楠

DOI: 10.16513/j.cnki.cje.2017.01.007

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• (1)国务院《关于保险业改革发展的若干意见》(保险业“国十条”,2006)写到,“将保险教育纳入中小学课程,发挥新闻媒体的正面宣传和引导作用,普及保险知识,提高全民风险和保险意识”。国务院《关于加快发展现代保险服务业的若干意见》(保险业“新国十条”,2014)进一步写到,“鼓励广播电视、平面媒体及互联网等开办专门的保险频道或节目栏目,在全社会形成学保险、懂保险、用保险的氛围。”
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• (1)可得性(或可及性)不足是造成中国和发展中国家的一些金融产品普及率不足的一个重要原因(高明和刘玉珍,2013;尹志超等,2015)。
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• (1)Super(1970)的研究在Google Scholar上显示被引用了900多次(2016年6月检索)。
• (1)“性别”是影响“学平险”赔付率的重要因素,故这里控制性别因素的做法类似于,以健康险(或医疗险)的投保行为作为因变量或自变量的研究中,控制消费者的健康水平(吴卫星等,2011;周钦等,2015)。
• (2)Filbeck et al.(2005)曾使用MBTI人格测量工具调查研究了人格类型与风险态度的关系,发现感觉型、思维型和判断型人格的投资者的风险厌恶程度更低。
• (3)借鉴CHFS的问卷,我们还询问了受访者“一年内是否购买过彩票”(54 .8%的人回答买过),并据此生成一个哑变量反映受访者的风险态度。该哑变量在本节的分组统计和第3节的计量分析中,与保险需求均没有显著关系。
• (4)本文也借鉴尹志超等(2015)的做法,将选项1和2界定为“风险偏好”,选项3界定为风险中性,选项4和5界定为“风险厌恶”。3类风险态度的受访者的占比在购买了和没买保险的两组之间也没有显著差异。
• (5)回答自己成绩在班级中的排名为“靠后的1/3”的人数远少于调查人数的1/3。这归因于很多成绩靠后的受访者并不希望承认这点或者对“学习成绩”使用了对自身有利的理解。类似的调查中一般都会发现受访者在自我评价问题上存在“过度自信”。
• (1)我们对消费水平也考虑了以离散方式度量,即生成4个哑变量作为回归中的自变量,这没有影响本文关心的实证结果。
• (2)文没有控制大学生的家庭财富水平。如果大学生要借助家庭财富才能购买“学平险”,那么由于家庭的财富水平很可能与大学生的某些人格、价值观或保险教育因素相关,将会造成本文估计结果的偏误。不过,这种偏误出现的可能性非常小,因为其出现依赖于:(1)大学生的日常生活费用无法支付“学平险”保费(月均不足7元),(2)这些大学生的家庭由于财富有限也不支持这项开支。
• (1)林崇德(2004)等认为,“‘集体主义文化’强调个人归属于较大群体,如家庭、宗族、国家的文化;与‘个人主义文化’相对;生活在这种文化中的人倾向于把自己归属于一个较大的群体,强调合作胜过强调竞争,其从群体成就中获得的满足胜过从个人成就中获得的满足。”
• (2)此外,我们认为,集体/个人主义虽然是著名的Hofstede文化维度理论中最多被提及的一个维度,但是在研究某些问题上,区分其对“过程”和对“目标”的测量具有意义。
• (1)已有一些实证研究(如Dohmen et al.,2005)在度量风险态度时区分了投机风险和纯粹风险,或区分了大型风险和小型风险,但是采用这些不同的风险态度指标研究居民金融保险行为的文献还很少。
• (1)例如,李涛和张文韬(2015)研究人格对股票投资的影响时,在稳健性检验中通过考察人格对家庭存款和负债的影响,来排除由于CFPS问卷中没有“风险态度”变量而造成回归中可能存在的“遗漏变量”问题。不过,该文回归也没有控制“宗教信仰”因素,而宗教信仰可能与保险需求相关(见本文第1节),并且还可能与一些人格和价值观变量存在相关性(高明和刘玉珍,2013)。