Специфіка мотиваційного складника споживчої поведінки страхувальників
DOI:
https://doi.org/10.29038/2306-3971-2016-01-84-91Ключові слова:
страхування, страхувальник, страхова культура, страхова послуга, негативна мотиваціяАнотація
Споживча поведінка страхувальників має такі специфічні риси, як нематеріальний характер страхових послуг, високий рівень недовіри до страхових компаній, необізнаність населення в цілому щодо наслідків від купівлі страхового поліса. Визначено, що специфічними детермінантами, які характеризують споживачів страхових послуг, є чуттєвість до ризиків, рівень доходу, довіра до страхових компаній, ціна страхового продукту, рівень страхової культури. Отже, робимо висновок, що складність задоволення потреб споживача страхових послуг підсилюється поширеністю негативних факторів у суспільстві. Усе це перетворює мотиви до придбання страхового поліса в протилежне бажання – не мати жодних стосунків зі страховими компаніями взагалі.
Посилання
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17.Baikov, S. V., Zhyrnikhin, А. S., Zhubets, А. N., Smirnova, К. А. (2007), Consumer’s Behaviour in the Financial Markets of Russia, Moscow : Economics, 271 p.
18. Salnikova, S. А. (2013), Training of Drivers in the Context of Everyday Practices: Realities of Ukraine in the Empirical Dimension, Topical Issues of Sociology, Psychology and Pedagogy, No. 3, Vol. 20, Pp. 83–93.
19. The Insurance Marketing. Sensitivity to Risks and Preferences When Selecting Insurance Security (1999), http://labook.com.ua/book_strahovoj-marketing_808/20_4.2.-chuvstvitelnost-k-riskam-i-predpochteniya-pri-vybore-strahovoj-zashhity
20. Sunhurovskyi, М. (2000), Problems of the Development of the Insurance Market in Ukraine, http://www.razumkov.org.ua/additional/article_sungurovsky_NSD4_ukr.pdf
21. Shirinian, L. Shirinian, А. (2012), Empirical Estimate of the Market Demand for Insurance Services for Low Income Population, Economy of Ukraine, No. 4, Pp. 25–31.
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24.05.2018
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