【作者】 李桂华； 杜林致；

【机构】 南开大学市场营销系； 南开大学社会心理学系；

【摘要】 运用自编问卷《恒安标准寿险指数问卷》,抽样调查全国12城市5802人,探测出影响消费者寿险购买意愿的6个核心因素:"专业建议"、"行业影响"、"风险认知"、"关爱社会"、"财务愿景"、"关爱与投保关系",发现这六个指数对投保意愿都有极其显著的影响;通过回归分析,建立了包含9个变量的恒安标准寿险回归预测模型。更多还原

【Abstract】 Utilizing questionnaire of HASL Life Insurance Index that designed by ourselves, we sample investigated 5802 consumers of 12 cities in P.R. China. Through the investigation, 6 key factors that influencing consumer’s purchasing desire have been found: professional advice recognition,industry impression,risks perception, concerning the society,financial prospect,relationship between caring and insurance etc, which all have statistical significance influence to insurance wish. HASL life insurance forecast model that contained 9 variables has been established through the regression analysis.更多还原