摘要
在商业健康保险市场中,理性需求与实际保障水平之间存在一定程度的失衡.本文借助国内某线上平台开展田野实验,探讨大病风险教育对个体重疾险购买决策的因果效应.结果表明,在提供中国新发癌症病例数及癌症死亡人数的信息后,实验组个体的重疾险购买率提高了 1.95％,相当于全样本购买率的25.06％,证明了风险教育的效果具有一定的经济显著性.渠道检验的结果表明,纠正风险低估和减少信息规避是大病风险教育发挥作用的两个主要机制.异质性分析的结果表明,低收入群体和信任程度较高的群体在接受大病风险教育后,重疾险购买行为的变化更加显著.本文首次借助田野实验的方式,揭示了风险教育在重疾险购买决策中的积极影响,为纠正个体风险认知偏差以及提升家庭应对大病风险的能力提供了参考依据.
Abstract
In the commercial health insurance market,there exists an imbalance between rational demands and actual coverage levels.This paper leverages a field experiment designed on a Chinese online platform to investigate the causal effect of critical ill-ness risk education on individual decisions to purchase critical illness insurance.The results of the field experiment indicate that after providing information on newly diagnosed cancer cases and cancer-related death numbers in China,the purchase rate of criti-cal illness insurance in the experiment group increased by 1.95％,equivalent to 25.06％of insurance purchase rate for the entire sample,indicating the substantial economic significance of the eductaion.Results from channel analysis suggest that correcting risk underestimation and reducing information avoidance are the two mechanisms through which risk education works.Heterogeneity a-nalysis shows that the lower-income groups and those with higher trust levels exhibit more pronounced changes in purchasing be-havior following the risk education.This paper provides the first robust and credible field evidence of the positive influence of fi-nancial education on critical illness insurance purchasing decisions,offering insights to address individual cognitive biases and en-hance families'capacity to manage critical illness risks.
维普
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