金融学院知识库

随着时代的变迁，一方面居民思想水平发生了改变，“婚姻自由”不断深入人心，婚姻匹配不断发生着变化，从而对于家庭投资决策产生了一定的影响。另一方面，随着经济的不断发展，居民对于具有分散风险和投资功能的商业保险的认识也在不断的增强。但是由于我国保险市场的发展起步较晚，保险行业的发展水平较低，造成了我国的保险密度以及保险深度低于世界平均水平。而家庭是社会的基本经济主体，其在保险市场中的参与程度将会对保险市场的发展造成一定影响。所以了解我国家庭商业保险需求，探讨分析影响家庭参与商业保险的因素对于促进我国保险业健康发展具有重要的意义。

因此，本文基于婚姻理论、家庭分工理论、资源理论、家庭金融理论和基于决策过程的保险需求理论，提出了夫妻个体特征差异对家庭参与商业保险的理论推断和影响机制。其次，本文利用了中国家庭金融调查问卷提供的2015-2019年数据并将夫妻个体特征的年龄差距、学历差距和收入差距作为解释变量进行了回归分析。本文还分样本进行了异质性分析，此外还利用了中介效应模型对风险态度机制和居民幸福感传导机制进行了验证。实证结果发现：（1）夫妻间年龄差距与居民家庭对商业保险的参与程度，需求程度呈反向变动关系，即夫妻年龄差距越小，则对于商业保险的购买意愿越强烈；学历差距和收入差距与居民家庭对商业保险的参与程度，需求程度呈正向变动关系，即夫妻学历差距和收入差距越大，则对于商业保险的购买意愿越强烈。（2）婚姻匹配能够影响家庭投资的风险态度，从而影响商业保险产品的购买概率；（3）夫妻个体特征差异会影响居民幸福感，进而对于商业保险产品的购买产生一定的影响（4）婚姻匹配对家庭商业保险需求作用在城乡、性别和不同婚姻匹配模式下有显著的差异。

根据以上结论，本文分别不同方向提出了相关建议，包括加大保险知识宣传、 加快保险产品创新、利用新技术优化保险服务以及深化社会保障制度改革等方法来促进家庭商业保险消费。

 With the changes of The Times, on the one hand, the ideological level of residents has changed, "freedom of marriage" has been deeply rooted in the hearts of people, and marriage matching has been constantly changing, which has a certain impact on family investment decisions. On the other hand, with the continuous development of the economy, residents' awareness of commercial insurance with the function of risk diversification and investment is also continuously enhanced. However, due to the late development of China's insurance market and the low level of development of the insurance industry, the insurance density and insurance depth in China are lower than the world average level. The family is the basic economic subject of the society, and its participation in the insurance market will have a certain impact on the development of the insurance market. Therefore, it is of great significance to understand the demand of family commercial insurance and discuss and analyze the factors that affect family participation in commercial insurance.

Therefore, based on marriage theory, family division of labor theory, resource theory, family finance theory and insurance demand theory based on decision process, this paper puts forward the theoretical inference and influence mechanism of the differences of individual characteristics of husband and wife on family participation in commercial insurance. Secondly, this paper makes use of the data provided by the Chinese household finance questionnaire from 2015 to 2019, and takes the age gap, education gap and income gap of couples' individual characteristics as explanatory variables for regression analysis. In addition, this paper also uses the mediation effect model to verify the mechanism of risk attitude and the transmission mechanism of residents' happiness. The empirical results show that: (1) The age gap between husband and wife has a reverse relationship with the participation degree and demand degree of resident families in commercial insurance, that is, the smaller the age gap between husband and wife, the stronger the purchase intention of commercial insurance; The education gap and income gap are positively correlated with the participation degree and demand degree of resident families in commercial insurance, that is, the greater the education gap and income gap between husband and wife, the stronger the purchase intention of commercial insurance. (2) Marriage matching can affect the risk attitude of family investment, thus affecting the purchase probability of commercial insurance products; (3) The difference of individual characteristics of husband and wife will affect the happiness of residents, and then have a certain impact on the purchase of commercial insurance products. (4) The effect of marriage matching on the demand for family commercial insurance is significantly different in urban and rural areas, gender and different marriage matching modes.

According to the above conclusions, this paper puts forward relevant suggestions in different directions, including increasing the publicity of insurance knowledge, accelerating the innovation of insurance products, optimizing insurance services by using new technologies and deepening the reform of social security system to promote the consumption of family commercial insurance.