目的: 系统分析居民对于惠民保的偏好,以促进惠民保的可持续发展。方法: 以“惠辽保”为例,基于辽宁省调研情况,使用离散选择实验方法测量偏好,选择政府参与程度、年保费、免赔额、报销比例、增值服务作为惠民保的属性,运用混合logit模型进行分析。结果: 年保费与免赔额显著负向影响居民的“惠辽保”需求,其余属性均显著正向影响居民的“惠辽保”需求。其中,报销比例对居民的“惠辽保”需求影响最大,其后为政府参与程度、增值服务等。并且,年保费、报销比例、免赔额、增值服务等属性与水平在相对应的不同群体中具有显著异质性。结论: 基于偏好分析结果,研究建议优化惠民保产品设计,构建“保险+健康管理”的生态闭环,发挥政府参与作用,从而提高居民偏好,增强其购保意愿。
Abstract
Objective: This study systematically analyzes residents’ preferences for city-customized commercial health insurance to promote its sustainable development. Methods: Based on the research conducted in Liaoning Province, the discrete choice experiment method is used to measure the preference, taking city-customized commercial health insurance as an example. Government participation, annual premium, deductibles, reimbursement ratio and value-added services are selected as the attributes of city-customized commercial health insurance, and the mixed logit model is used for analysis. Results: Annual premium and deductibles have a significantly negative impact on residents’ demand of Huiliaobao, while other attributes have a significantly positive impact on the demand of Huiliaobao. Among them, the reimbursement ratio has the greatest impact on the demand of Huiliaobao, followed by government participation, value-added services and so on. Moreover, the attributes and levels of annual premium, deductibles, reimbursement ratio and value-added services have significant heterogeneity in the corresponding different groups. Conclusion: Based on the results of preferences analysis, the study suggests to optimize the design of city-customized commercial health insurance products, build an ecological closed loop of “insurance plus health management”, play the role of government participation, so as to improve residents' preferences and enhance their willingness to purchase insurance.
关键词
惠民保 /
离散选择实验 /
偏好
Key words
city-customized commercial health insurance /
discrete choice experiment /
preferences
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基金
国家自然科学基金面上项目“行为经济学视角下助推型信息对惠民保参保行为的干预效果及影响机制研究”（72274027）
