컨조인트 분석을 활용한 매출채권보험 선택 요인 및 한계지불의사액 분석 : 충청지역 도매업 소기업을 대상으로

In response to the growing instability of small and medium-sized enterprises (SMEs) and the heightened risk of chain bankruptcies, the need for accounts receivable insurance—functioning as a public insurance scheme designed to support transactional stability for SMEs—has been increasing. However, the awareness and actual subscription rate of this system among SMEs remain low, revealing limitations in both policy effectiveness and customer accessibility. This study empirically analyzes the preference structure and marginal willingness to pay (MWTP) for various attributes of accounts receivable insurance among SMEs in the Chungcheong region, focusing on wholesale businesses with annual revenues of 5 billion KRW or less. Using a conjoint analysis approach, the study quantifies customer preferences for six key product attributes: the number of covered clients, the method of product explanation, the annual premium amount, the premium payment method, the provision of a client risk report, and the increase in the working capital guarantee limit. A rank-ordered logit model was applied to estimate the relative importance and intensity of preference for each attribute, revealing statistically significant MWTP even for value-added services such as client risk reports and guarantee limit increases. Furthermore, MWTP varied significantly across firm characteristics, including business type, business history, representative’s age, and gender, indicating the necessity of differentiated product strategies that reflect heterogeneous customer segments. This research expands the analytical framework of public insurance consumer behavior and applies the 4P marketing theory to nonprofit financial products, thereby offering methodological contributions to the field of policy marketing. It ultimately aims to enhance the effectiveness of the accounts receivable insurance system and contribute to the development of customer-tailored policy design.