روندهای فعلی در صنعت بیمه عمر و اثر آن بر توسعه بازار (مورد مطالعه: شرکت بیمه ایران در استان آذربایجان شرقی)
محورهای موضوعی : فصلنامه مدیریت زنجیره ارزش
اکبر ولی زاده اوغانی
1
*
,
نازی پورشیری
2
,
امیرعطا علی زاده
3
1 - استادیار گروه مدیریت و حسابداری، واحد سراب، دانشگاه آزاد اسلامی، سراب، ایران.
2 - کارشناسی ارشد، گروه مدیریت مالی گرایش بیمه، موسسه آموزش عالی علم و فناوری شمس، تبریز، ایران.
3 - کارشناسی ارشد، گروه حسابداری، موسسه آموزش عالی سراج، تبریز، ایران.
کلید واژه: تغییرات تورم, ثبات اقتصادی, امنیت اجتماعی, امید به زندگی, درآمد خانوار.,
چکیده مقاله :
در سال‌های اخیر، شناخت عوامل مؤثر بر رفتار مشتریان در بازار بیمه عمر به یکی از محورهای اساسی تحلیل‌های اقتصادی-اجتماعی بدل شده است. متغیرهایی نظیر نرخ تورم، ثبات اقتصادی، سطح درآمد خانوار، امید به زندگی، امنیت اجتماعی و آموزش بیمه‌ای به‌عنوان عناصر کلیدی در تبیین و تحلیل رفتار مصرف‌کنندگان بیمه عمر مطرح هستند. بنابراین، هدف پژوهش حاضر بررسی روندهای حاکم بر صنعت بیمه عمر و تأثیر آنها بر توسعه بازار با تمرکز بر شرکت بیمه ایران در استان آذربایجان شرقی است. این پژوهش از نظر هدف، در زمره تحقیقات کاربردی قرار می‌گیرد و از نظر ماهیت و روش، توصیفی-پیمایشی است. داده‌ها از طریق پرسشنامه محقق‌ساخته و با مشارکت مدیران و کارشناسان شرکت بیمه ایران گردآوری شده و با بهره‌گیری از نرم‌افزار SPSS و آزمون‌های آماری توصیفی و استنباطی مورد تحلیل قرار گرفته‌اند. یافته‌ها حاکی از آن است که تورم نقش منفی و معناداری در توسعه بازار بیمه عمر دارد؛ زیرا افزایش سطح عمومی قیمت‌ها با تضعیف قدرت خرید خانوارها تمایل به بیمه‌های بلندمدت عمر را کاهش می‌دهد. در مقابل، ثبات اقتصادی و درآمد خانوار تأثیر معناداری نداشته ناشی از عوامل ساختاری یا فرهنگی در رفتار خانواده‌ها باشد. همچنین افزایش امید به زندگی، ارتقای امنیت اجتماعی و آموزش بیمه‌ای با گسترش افق زمانی زندگی و آگاهی عمومی تأثیر مثبت و معناداری بر تقاضای بیمه عمر دارند. بازنگری در سیاست‌گذاری‌های بیمه‌ای در شرایط اقتصادی-اجتماعی، طراحی محصولات متنوع با سطوح درآمدی مختلف و افزایش آگاهی عمومی ضروری است.
In recent years, understanding the factors influencing customer behavior in the life insurance market has become a fundamental focus of socio-economic analyses. Variables such as inflation rate, economic stability, household income level, life expectancy, social security, and insurance literacy are key elements in explaining and analyzing the behavior of life insurance consumers. Therefore, the present research aims to investigate the prevailing trends in the life insurance industry and their impact on market development, with a specific focus on Iran Insurance Company in East Azerbaijan Province. This study is categorized as applied research in terms of its objective, and its nature and methodology are descriptive-survey. Data was collected through a researcher-developed questionnaire with the participation of managers and experts from Iran Insurance Company. The collected data was then analyzed using SPSS software and both descriptive and inferential statistical tests. The findings indicate that inflation has a negative and significant role in the development of the life insurance market. This is because an increase in the general price level weakens household purchasing power, thereby reducing the inclination towards long-term life insurance policies. In contrast, economic stability and household income did not show a significant impact, which could be attributed to structural or cultural factors influencing household behavior. Furthermore, increased life expectancy, enhanced social security, and insurance literacy have a positive and significant impact on life insurance demand, due to the expansion of life's time horizon and increased public awareness.
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