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| 文章编号：1672-3104(2020)06-0119-11 |
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信息渠道如何影响商业养老保险决策——来自CGSS的微观证据 |
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彭魏倬加 |
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（浙江大学经济学院，浙江杭州，310058） |
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| 摘 要： 利用2017年中国综合社会调查(CGSS)数据，使用Probit模型探究不同信息渠道对居民商业养老保险决策的影响。研究表明：新媒体、传统媒体和社会互动均可促进居民参与商业养老保险，其中新媒体的促进作用大于社会互动的促进作用，社会互动的促进作用大于传统媒体的促进作用；异质性分析发现，传统媒体对商业养老保险参与的正向影响仅体现在农村样本、中老年样本和高中及以下学历样本中，新媒体对商业养老保险参与的正向影响体现在农村样本、青年样本、高中及以下学历样本和高中以上学历样本中，社会互动对城镇居民、中老年居民、高中及以下学历居民和高中以上学历居民参与商业养老保险有促进作用。基于上述结果，为进一步推广和普及商业养老保险提出相应的对策和建议。 |
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| 关键词： 新媒体；传统媒体；社会互动；商业养老保险决策 |
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How information channels affect commercial pension insurance decisions: Micro evidences from CGSS |
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PENG Weizhuojia |
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（School of Economics, Zhejiang University, Hangzhou 310058, China） |
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| Abstract: Based on 2017 Chinese General Social Survey (CGSS) data, and by adopting Probit model, this paper studies the impact of different information channels on commercial pension insurance decisions. The findings show that new media, traditional media and social interaction can all promote residents' participation in commercial pension insurance, among which the promotion of new media is greater than that of social interaction, and that of social interaction is greater than the promotion of traditional media. Furthermore, heterogeneity analysis results find that the positive influence of traditional media on commercial pension insurance participation is only reflected in rural samples, middle-aged and elderly samples and samples with a high school degree or below. The positive influence of new media on commercial pension insurance participation is reflected in rural samples, youth samples, samples with a high school degree or below and samples with a degree above high school. Social interaction promotes the participation of urban residents, middle-aged and elderly residents, residents with a high school degree or below and residents with a degree above high school in commercial pension insurance. Based on the above results, corresponding countermeasures and suggestions are put forward for further promotion and popularization of commercial pension insurance. |
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Key words: new media; traditional media; social interaction; commercial pension insurance decisions |
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