《保险研究》20250102-《保单服务会激发保险需求吗？》（锁凌燕、尹晔）

［摘   要］推动寿险代理人从重前端销售、轻后端服务，向提供保单全生命周期的服务转型，是实现保险中介专业化、助力寿险业高质量增长的重要方向。本文采用断点回归方法克服内生性问题，尝试为这一转型方向提供基于保单数据的经验证据。本文发现，代理人提供保单服务能够显著促进消费者购买寿险，消费者特征和代理人专业素养都会影响保单服务的寿险销售效果。其中，专业素养较高的代理人能够通过保单服务有效促使消费者购买寿险；而代理人的专业素养与学历水平的相关性并不显著，但与工作经验密切相关。拓展分析表明，保单服务的增加并未加剧逆向选择风险。总体而言，保单服务不仅有利于激发寿险需求，还可以提升整体业务质量，保险业应注重提供持续专业培训，以为代理人赋能。

［关键词］寿险代理人；保单服务；保险需求；逆向选择

［基金项目］本研究得到教育部人文社会科学重点研究基地重大项目(22JJD790091)和中央高校基本科研业务费专项资金资助。

［作者简介］锁凌燕，北京大学经济学院教授；尹晔(通讯作者)，北京大学经济学院博士生。

Will Policy Services Stimulate Insurance Demands?

SUO Ling-yan,YIN Ye

Abstract：Transforming insurance agents from focusing primarily on front-end sales and downplaying services to providing comprehensive lifecycle services is a crucial strategy for achieving professionalization of insurance intermediaries and promoting high-quality growth in the life insurance industry.This paper employs a regression discontinuity design to provide empirical evidence for this transformative approach based on policy-level data.We find that insurance policy services significantly enhance life insurance purchases.Both consumer characteristics and agent professional competence influence the effectiveness of policy service.Notably,agents with higher professional competence are more effective in encouraging consumers to purchase life insurance through policy services.However,the correlation between an agent′s professional competence and their educational level is not significant,while it is closely related to their working experience.Further analysis indicates that an increase in policy service does not exacerbate adverse selection.Generally speaking,policy services not only stimulate demand for life insurance but also improve the overall quality of business.The insurance industry should emphasize continuous professional training to empower agents.

Key words：life insurance agent;policy service;insurance demand;adverse selection;regression discontinuity