CAJ | 학술논문

由于寿险产品具有复杂性和关注未来的不确定性利益，消费者在购买寿险产品时不仅考虑自身的经济状况，还可能依据其信仰和偏好来决策，即在研究寿险消费时需要放松消费者是经济人这一假定。文章首先从文化的定义和内涵证明了文化对寿险消费的影响，随后以Hofstede的文化维度并结合民族和宗教因素作为文化变量，采用1999--2010年的相关调查数据进行了实证研究。结果发现，当把经济变量和人口统计变量作为控制变量来分析文化对寿险消费的影响时，民族和宗教因素、权力距离和不确定性规避对寿险消费存在显著的负影响，男性／女性主义对寿险需求有显著的正影响，而现阶段个体主义这一变量对寿险需求的影响并不显著。
유우수험산품구유복잡성화관주미래적불학정성이익，소비자재구매수험산품시불부고필자신적경제상황，환가능의거기신앙화편호래결책，즉재연구수험소비시수요방송소비자시경제인저일가정。문장수선종문화적정의화내함증명료문화대수험소비적영향，수후이Hofstede적문화유도병결합민족화종교인소작위문화변량，채용1999--2010년적상관조사수거진행료실증연구。결과발현，당파경제변량화인구통계변량작위공제변량래분석문화대수험소비적영향시，민족화종교인소、권력거리화불학정성규피대수험소비존재현저적부영향，남성／녀성주의대수험수구유현저적정영향，이현계단개체주의저일변량대수험수구적영향병불현저。
Because of the complexity of life insurance products and their focus on future uncertain interests, consumers not only take their own economic conditions into account, but also make decisions possibly according to their beliefs and preference when purchasing life in- surance products, namely the relaxation of the hypothesis that consumers are economic men with regard to the research on life insurance consumption. This paper first confirms the effects of culture on life insurance consumption from a perspective of the definition and con- notation of culture. Then it takes the cultural dimension of Hofstede with ethnic and reli- gious factors as cultural variables and makes an empirical study based on related survey from 1999 to 2010. It shows that when taking economic and demographic variables as control vari- ables to analyze the effects of culture on life insurance consumption, ethnic and religious fac- tors, power distance and uncertainty aversion have significantly negative effects on life insur- ance consumption, and masculinity/femininity has significantly positive effects on the de- mand for life insurance, while individualism has no significant effects on the demand for life insurance.