金融学院知识库

随着我国经济进入新常态，提振消费需求是稳定国民经济的主要动力。商业保险兼具风险保障和财富管理的功能，对改善民生、助推经济健康有序发展发挥着重要作用。然而当前我国保险业仍然处于发展的初级阶段，居民家庭的有限参与是商业保险市场面临发展困境的重要原因之一。随着数字经济的发展，数字化技术带来的覆盖范围广、信息透明度高、交易成本低等显著优势弥补了以往传统金融机构存在的不足，在改变居民家庭对商业保险产品的认知和选择行为上创造有利条件。在此背景下，本文以家庭作为研究对象，从理论和实证层面探究数字普惠金融与家庭居民商业保险消费之间的关系。

本文首先从理论层面上提出数字普惠金融对家庭居民商业保险消费影响机制的推断。其次，合并整理2015-2019年北大数字普惠金融指数与中国家庭金融调查问卷数据进行实证分析，并分样本回归检验影响的异质性。最后，利用中介效应模型进行机制验证。实证结果发现：（1）数字普惠金融与家庭商业保险消费概率、消费程度呈现正相关关系，居民家庭所在地区的数字普惠金融发展水平越高，则家庭消费商业保险的意愿越强烈、程度越高；（2）数字普惠金融的两个子维度中，数字使用深度对家庭商业保险消费行为的促进作用更明显。（3）数字普惠金融的正向消费效应存在群体差异，数字化金融发展对东中部地区、城镇地区、中上收入群体和高教育水平家庭的影响效果较大；（4）机制研究表明数字普惠金融能够通过缓解家庭面临的流动性约束、提高家庭主观风险态度、扩大居民家庭间的数字鸿沟三个渠道增加家庭对于商业保险产品的消费。

根据以上结论，本文分别从政府、保险公司、家庭、监管部门四个层面提出建议，包括完善数字普惠金融基础设施建设、推动险企数字化转型、普及数字金融知识以及完善监管加强风险防控等措施来促进家庭商业保险的消费。

As China's economy enters the New Normal, boosting consumer demand is the main driving force for stabilizing the national economy. Commercial insurance has both risk protection and wealth management functions, playing an important role in improving people's livelihoods and promoting healthy and orderly economic development. However, the current insurance industry in China is still in its early stages of development, and the limited participation of households is one of the important reasons for the development difficulties faced by the commercial insurance market. With the development of the digital economy, the significant advantages brought by digital technology, such as wide coverage, high information transparency, and low transaction costs, have made up for the shortcomings of traditional financial institutions in the past, creating favorable conditions for changing the perception and selection behavior of households towards commercial insurance products. In this context, this article takes households as the research object and explores the relationship between digital inclusive finance and household commercial insurance consumption from both theoretical and empirical perspectives.

This article first proposes a theoretical inference on the impact mechanism of digital inclusive finance on household commercial insurance consumption. Secondly, empirical analysis was conducted by consolidating and organizing the 2015 to 2019 Peking University Digital Inclusive Finance Index and the Chinese Household Finance Survey questionnaire data, and the heterogeneity of the impact was tested through sample regression analysis. Finally, we use the mesomeric effect model to verify the mechanism. The empirical results show that: (1) there is a positive correlation between digital inclusive finance and the probability and degree of household commercial insurance consumption. The higher the level of digital inclusive finance development in the area where residents' households are located, the stronger and higher the willingness of households to consume commercial insurance; (2) Among the two sub dimensions of digital inclusive finance, the depth of digital use has a more significant promoting effect on household commercial insurance consumption behavior. (3) There are group differences in the positive consumption effects of digital inclusive finance, and the development of digital finance has a significant impact on the eastern and central regions, urban areas, upper middle income groups, and high education level households; (4) Mechanism studies have shown that digital inclusive finance can increase household consumption of commercial insurance products through two channels: alleviating liquidity constraints faced by households and improving their subjective risk attitudes. However, in terms of digital divide channels, digital inclusive finance can expand the digital divide between households, exacerbate financial exclusion, and to some extent suppress consumption of commercial insurance.

Based on the above conclusions, this paper puts forward suggestions from the four levels of government, insurance companies, families and regulators, including improving the construction of digital inclusive financial infrastructure, promoting the Digital transformation of insurance companies, popularizing digital financial knowledge, improving supervision and strengthening risk prevention and control to promote the consumption of family commercial insurance.