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When do people feel more risk? The effect of ambiguity tolerance and message source on purchasing intention of earthquake insurance

机译:人们什么时候会感到更多的风险?歧义容忍度和消息源对地震保险购买意愿的影响

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The present study explored the impact of message source and ambiguity tolerance (AT) on risk perception and purchasing intention of earthquake insurance. Two months after Wenchuan earthquake, adult residents exposed to seismic hazard (n = 108) were first asked to finish the AT scale and five items of risk perception. After being provided with a risk message from 'news media' (publicity) or 'peers' (word-of-mouth), they were instructed to report their intention to purchase the seismic insurance. All sociodemographic data were also collected. Results indicated an interaction of message source and AT on intention of buying earthquake insurance with risk perception as a mediator. Specifically, people with higher AT felt more risk and were more willing to buy earthquake insurance when the risk message is from publicity than that from word-of-mouth; while people with lower AT demonstrated nearly the same risk perception and intention of buying insurance under both types of information conditions. The results were interpreted in relation to heuristic systematic model of persuasion, and were discussed in terms of theoretical and practical implications.
机译:本研究探讨了消息源和歧义容忍度(AT)对地震保险的风险感知和购买意愿的影响。汶川地震后两个月,首先要求遭受地震危险的成年居民(n = 108)完成AT量表和五项风险感知。在收到来自“新闻媒体”(宣传)或“同行”(口碑)的风险信息后,他们被指示报告购买地震保险的意图。还收集了所有社会人口统计学数据。结果表明消息来源和AT在购买地震保险的意图上存在交互作用,并以风险感知为中介。特别是,当风险信息来自于公众而不是口碑时,具有较高AT的人感觉风险更大,并且更愿意购买地震保险。而AT较低的人在两种信息条件下都表现出几乎相同的风险感知和购买保险的意愿。相对于说服的启发式系统模型解释了结果,并从理论和实践意义上进行了讨论。

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