| Since the birth of human society,there have been a variety of relationships between people,they together constitute the social relations.China is a typical human relationship-based society.The word "relationship" has a very rich behavioral connotation in China and plays an important role in China’s urban and rural society.Every aspect of people’s production and life is inevitably affected by it,especially people’s economic activities.Commercial insurance,as a very important part of modern financial and economic system,will inevitably be affected by social relations.At present,although China’s commercial insurance has made a lot of achievements,there is still a certain gap between China’s commercial insurance industry and the requirements of the "Ten New National Regulations" and the "Outline of the 13 th Five-Year Plan for Insurance Industry".In 2020,China’s insurance industry has not achieved the target in terms of insurance depth,insurance density and total assets,while only the premium income index has achieved the target.Facing the insurance industry in our country a long way to go in the future development of this situation,this article is based on social relations on the perspective of sociology,the family to participate in the commercial insurance behavior will not only help to understand the influence of family to buy commercial insurance behavior logic and for the healthy development of the insurance market in China and build a harmonious socialist society has important significance.To identify social ties to the family to participate in commercial insurance behavior may have different effect,this article is based on 2015 Chinese households financial data(CHFS)data,combining the theory of social relations,and the theory of preface-structure and will be further divided into strong and weak relations,social relations and Tobit model using Probit model respectively to the family of social relationships involved in commercial insurance degree of probability and the empirical analysis,and robustness test is studied by using multiple proxy variables and endogenous inspection.Then the mediating effect model was used to identify the mechanisms of the two different effects.The results show that the total social relationship can significantly improve the probability and degree of family participation in commercial insurance.Among them,the strong relationship has a substitution effect on the participation probability and participation degree of household commercial insurance,while the weak relationship has a complementary effect on the participation probability and participation degree of household commercial insurance.Further research found that: strong relationship through the human mechanism can significantly reduce the probability and degree of participation in commercial insurance;However,the weak relationship significantly increases the probability and degree of participation in commercial insurance through information transmission mechanism and peer group effect.In addition,through the heterogeneity analysis,it is found that social relations have different effects on different ages,genders,education levels,income and urban and rural families.The participation probability of indemnificatory insurance is more affected by the weak relationship,while the substitution effect of the strong relationship on the participation of investment insurance is greater.In conclusion,this article to the traditional social structure and coexist under the background of the modern market economy,the development characteristics of the commercial insurance market provides a social perspective,combining the conclusion of this paper targeted put forward some Suggestions:(1)the development of the commercial insurance market to give full play to the social relations to the family role of commercial insurance participation behavior;In particular,it is necessary to establish a good image of integrity in the insurance industry and maintain the operation order of the insurance market.When promoting insurance products,insurance companies must give full play to the role of information transmission and peer effect of family social network,establish a good reputation and enhance residents’ trust in commercial insurance.(2)Individual residents should actively participate in social activities,expand their social network,create a good atmosphere of interpersonal relations,and make full use of the positive effect of social relations on our production and life.(3)the social security system reform in China should focus on the characteristics of social relations,attach importance to the role of the social relations and other informal institutions,only to make effective use of the social relations,make traditional informal insurance system and modern system of formal insurance complement each other,to provide a powerful impetus for China’s economic development and institutional change. |
