The Conduction Mechanism and Effect of Social Interaction on Family Commercial Insurance Allocation
SUN Hui1, ZHANG Ren-shou2
1. School of Economics and Statistics, Guangzhou University, Guangzhou,Guangdong, 510006; 2. School of Management, Guangzhou University, Guangzhou,Guangdong, 510006
Abstract：Commercial insurance has the dual functions of risk control and wealth management and is an important option for family stability and happiness. Based on the perspective of social interaction and according to the data of the China Household Finance Survey (CHFS) in 2019, this paper empirically explores the transmission mechanism and effect of social interaction on household commercial insurance allocation. The research finds that: overall, social interaction and family commercial insurance allocation present a significant positive correlation, and the conclusion is still robust after considering endogenous issues, changing measurement indicators, and changing regression samples. In terms of sub-samples, social interaction only has a significant positive effect on commercial insurance participation in first-tier (quasi-first-tier) cities, family members with higher education (education time not less than 15 years), and households located in the eastern coastal areas. Financial literacy plays a significant mediating role in the process of social interaction promoting household commercial insurance participation. Specifically, the endogenous social interaction has significantly improved the family's financial knowledge level, and the situational social interaction has produced a good demonstration effect. The two have respectively improved residents' information awareness and trust in commercial insurance, thereby promoting family participation in commercial insurance. Financial information transmission and financial product trust are important transmission mechanisms through which social interaction affects household commercial insurance participation. Based on this, the following suggestions are put forward: create a good social interaction atmosphere and improve the quality of social interaction; improve the adaptability of commercial insurance products and family insurance allocation decisions; increase infrastructure investment and enhance the government's role in promoting and leading social interaction; improve the system of laws and regulations and strengthen the smart supervision and restraint of the community economy.
孙辉, 张仁寿. 社会互动影响家庭商业保险配置的传导机制及效应[J]. 《深圳大学学报》（人文社科版）, 2023, 40(3): 72-82.
SUN Hui, ZHANG Ren-shou. The Conduction Mechanism and Effect of Social Interaction on Family Commercial Insurance Allocation. , 2023, 40(3): 72-82.
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2023, Vol. 40 
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