30대 집단 간 낙관주의 성향과 미디어를 통한 위험 인식이 보험구매 의도에 미치는 영향연구

This study analyzed the impact of optimistic tendencies and risk recognition through the media on insurance purchase intent and differences between the two groups by separating the sick in their 30s from the norm. The main analysis results are as follows: First, the hypothesis that optimistic tendencies will affect the intention of insurance purchases has been shown to have a positive effect on both the sick and the standard population, consistent with the results of prior studies validated without distinction between the sick and the standard. However, as a result of analyzing the difference through t-test between the two groups, the average value of the sick group was higher than the standard body group, and it is necessary to develop product marketing in consideration of this. Second, the hypothesis thatrisk recognition through the media will affect insurance purchasing intentions has been shown to have a positive effect on both the sick and the standard population, which is also consistent with existing studies and showed that the sick population recognized higher risk recognition through the media than the standard. The main implications of this study are: First, in the face of the recent increase in the prevalence of young people, it is necessary to actively develop specialized dedicated products to expand their options, but to refine existing simple screening insurance to prevent reverse selection. Second, if existing disease products are found to be standard even if they are purchased for a certain period of time, it is necessary to develop underwriting techniques such as switching to general audit insurance to thicken the guarantee and lower the premium to standard body level. Third, it is necessary to spread personal risk awareness through social media familiar to young people to clearly recognize their own risks.