《保险研究》20200604-《商业疫苗保险产品的消费者购买意愿研究》（魏丽、赵家琦）

［摘   要］我国是人用疫苗生产大国,近年来疫苗接种导致的不良反应问题持续受到关注。2019年通过的《中华人民共和国疫苗管理法》明确鼓励以商业保险等多种形式对预防接种异常反应受种者予以补偿。波及全球的新冠肺炎疫情也会使商业疫苗保险产品的开发和销售加速。本文通过有序Logistic回归模型和二值选择模型对商业疫苗保险产品的购买意愿进行实证分析,发现消费者个人特征变量中的受教育程度、职业状况；保险属性变量中的基本医疗保险情况、购买保险资金来源、商业保险消费习惯、医疗费用补偿来源；疫苗保险产品特征变量中的被保险人的选择、期望缴费期限、保险责任范围对疫苗保险产品购买意愿具有显著影响。基于结论,本文从商业保险公司如何推出符合消费者需求的疫苗保险产品、消费者怎样选择合适的疫苗保险产品、有关部门应加强疫苗保险宣传教育三方面提出建议。

［关键词］疫苗保险；保险产品购买意愿；实证研究

［基金项目］中国保险学会教保人身保险高校课题研究基金(编号:jiaobao2018-08)。

［作者简介］魏丽,中国人民大学财政金融学院教授、博士生导师,中国财政金融政策研究中心研究员,中国人民大学中国保险研究所所长；赵家琦,中国人民大学财政金融学院博士研究生。

A Research on the Consumers′ Willingness to Purchase Commercial Vaccine Insurance Products

WEI Li,ZHAO Jia-qi

Abstract：As a major producer of human vaccines,the vaccination side effects have drawn attentions in recent years. The "Vaccine Management Law of the People′s Republic of China" has been enacted in 2019,which explicitly encourages compensations for the adverse vaccination reaction in various forms such as commercial insurance. The global COVID-19 pandemic will also accelerate the development and sales of commercial vaccine insurance products. Using the Ordered Logistic Regression Model and the Binary Selection Model,the empirical research on the consumers′ willingness to purchase commercial vaccine insurance products reveals that education level and occupation among consumer′s personal variables,the basic medical insurance plan,the source of insurance premiums,the commercial insurance consumption habit,and the source of compensations for medical expenses among insurance attribute variables,the insured′s selection,the expected payment period and the insurance coverage among insurance product variables,have a significant impact on the willingness to purchase. Based on the conclusions,this paper puts forward suggestions from three aspects:how should commercial insurance companies develop vaccine insurance products that can satisfy the demand of consumers;how should consumers choose suitable vaccine insurance products;and relevant authorities should enhance the publicity and education of vaccine insurance products.

Key words：vaccine insurance;the willingness to purchase vaccine insurance products;empirical study