《保险研究》20230302-《数字经济与人身保险行业发展——基于消费者培育视角》（王莉、王国军）

［摘   要］中国人身保险行业发展长期以来主要依靠供给推动,需求约束特征明显,数字经济的消费者培育效用有利于消费者人身保险需求释放和行业可持续发展。本文通过省级面板数据,运用双向固定效应模型,从消费者培育视角研究省级层面数字经济与人身保险行业发展的因果关系。研究表明,一地的数字经济发展可显著提高该地人身保险密度和保险深度。通过工具变量处理内生性问题后这一结果仍然稳健。进一步研究发现,数字经济可以通过消费者培育效应促进人身保险行业发展,具体机制为改善消费环境、缓解信息不对称、提高金融素养。在异质性方面,数字经济对中、东部地区人身保险发展有显著促进作用,但对西部地区无显著影响；在受教育水平高、收入水平高、儿童抚养负担低的省份,数字经济对人身保险发展的促进作用更大。

［关键词］数字经济；消费者培育；人身保险密度；人身保险深度

［基金项目］教育部哲学社会科学研究重大课题攻关项目（14JZD027）。

［作者简介］王莉，对外经济贸易大学保险学院博士研究生；王国军，对外经济贸易大学保险学院教授、博士生导师。

Digital Economy and the Development of Insurance Industry—From the Perspective of Consumer Cultivation

WANG Li,WANG Guo-jun

Abstract：The development of China′s life insurance industry has been mainly driven by supply for a long time,showing obvious demand constraint characteristics.The consumer cultivation effect of the digital economy is conducive to the release of consumer demand for life insurance and the sustainable development of the industry.Using provincial panel data and the two-way fixed effect model,this paper attempts to investigate the causal relationship between digital economy and the development of the provincial life insurance industry from the consumer cultivation perspective.The empirical results show that the development of digital economy in a region can significantly improve the density and penetration of life insurance industry.This result is still robust after dealing with the endogeneity problem by instrumental variables.Further research shows that digital economy promotes the development of the life insurance industry through consumer cultivation effects,specifically by alleviating information asymmetry and improving the consumption environment and financial literacy.In terms of the endogeneity,digital economy will significantly promote the development of the life insurance industry in the eastern and central regions,but the effect on the western regions is insignificant.Moreover,digital economy has a greater effect on the development of life insurance in areas with high education level,high income level and low child support burden.

Key words：digital economy;consumer cultivation;life insurance density;life insurance penetration