한국에서 지진발생 뉴스는 잠재적 보험 소비자의 지진보험 가입의도에 영향을 미칠까?
Do Earthquake News Influence Potential Consumers’ Intention to Purchase Earthquake Insurance in Korea?
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참고문헌
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초록
최근 한국이 지진의 안전지대가 아니라는 사실이 알려지면서 지진피해 손실에 대한 대응 방안으로 보험가입이 중요한 이슈 중 하나로 부각되었다. 이에 따라 본 연구에서는 다양한 미디어를 통해 소비자들이 지진 발생 소식을 접하게 되었을 때, 지진에 대한 인지변화, 감정 변화, 행동의도 변화를 살펴보고자 한다. 이를 위해 본 연구에서는 자극반응이론과 인지밸런스이론을 이용하여 프레임워크를 개발하였고, 이 프레임워크에 기반해 미디어를 통해 얻게 되는 지진발생의 사회적 영향 측면, 지진 뉴스를 접함으로서 생성되는 개인적 우려, 보험 정보 탐색, 보험에 대한 신뢰와 위험, 확신, 유용성, 태도, 보험가입의도의 인과관계를 살펴보고자 한다. 본 연구에서는 소비자들을 대상으로 설문조사를 수행하고, 구조방정식 모델을 이용해 지진의 영향과 소비자들의 정보탐색의 영향을 중점적으로 실증분석 하였다. 본 연구는 지진보험 상품이 보험 소비자들이 요구하는 수준의 완전한 손실회복 재원을 제공하지 못함에도 불구하고, 지진이 발생하였을 때는 지진보험은 잠재적 지진보험 소비자에게 유용함을 충분히 제공해줄 수 있다는 것을 밝혔다. 또한 보험 소비자들이 지진 발생에 대해 어떤 심리적 변화를 가지는지에 대한 정보를 주어, 보험사의 지진보험 상품 판매를 위해 효과적인 정보도 제공한다.
Abstract
The fact that Korea is not a safe zone from earthquakes has also been known through various media. As a countermeasure against recent earthquake damages, insurance has been referred as one of the most important ones. The purpose of this study is to investigate the cognition, emotional, and behavioral intention changes when consumers acknowledge the earthquake occurrence through various media. For this, we develop a theoretical framework using stimulus response theory and cognitive valence theory. Based on the framework, this study investigates the social influences of the earthquake news through various media; personal concerns generated by contacting the earthquake breaking information; intention to search for insurance information; perceived beliefs about insurance (perceived trust and risk); confirmation, attitude, and insurance purchase intention. In this study, we conduct empirical study using structural equation model. The results indicate that earthquake insurance renders consumer enough utility when earthquake strikes even though earthquake insurance can not provide full recovery. This study informs psychological changes of consumers in the occurrence of earthquakes and provides insights to insurers for effective product sales.
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