생명보험업의 신뢰 수준 및 결정요인에 대한 한, 일, 중 비교연구*

This study aims to estimate and compare the level of trust and its determinants of the life insurance industries in Korea, Japan, and China and to develop a model by which to evaluate the level of trust for the insurance industry. In particular, differences in determinants of trust as well as processes of building trust among Korea, Japan, and China were examined from a survey of city dwellers in the three countries; and the determinants of trust were derived from a measurement equation model and a structural equation model, based on the survey results. The result shows that the level of trust for the life insurance industry is the highest in Japan, followed by Korea and China; and the three most effective determinants of trust were honesty, credibility and benevolence in that order in all three countries. Although the path coefficients on the latent variables differed among the three countries,the order did not differ. Moreover, honesty in management exerted greater influence than honesty in products on the level of trust. The level of trust for the life insurance industry, based on honesty,credibility and benevolence, was later extended to relationship commitment such as renewal and recommendation intentions; and the linkage between the level of trust and relationship commitment was the strongest in Japan, followed by Korea and China, as was the level of trust itself.