소비자의 반려견 양육비 지출부담 유형별 반려동물 보험에 대한 반응 및 요구도 연구(Study on the Consumer Responses and Needs for Pet Insurance According to the Types of Burden of Companion Dog Raising Expense)

40 Pages Posted: 29 Sep 2019

See all articles by Ara Choi

Ara Choi

Chungnam National University

Hye Gyoung Koo

Chungnam National University

Date Written: August 31, 2019

Abstract

Korean Abstract: 본 연구는 반려동물 보험에 관한 소비자의 반응과 요구를 구체적으로 파악하고, 양육비 부담 유형에 따라 차이가 있는지를 확인하여 소비자 지향적인 반려동물 보험 상품 개발을 위한 방안을 제언하고자 하였다. 반려견 양육비 부담수준에 따라 의료비 부담형, 양육비 약간 부담형, 양육비 비부담형, 양육비 전체 부담형의 4개 유형으로 구분되었다.
반려동물 보험에 대한 집단별 반응 차이를 살펴본 결과, 의료비 부담형은 보험료에 대해 가장 긍정적이었으며, 동물보험 가입의도가 가장 높은 것으로 나타났다. 양육비 비부담형의 경우 보험에 대한 긍정적 태도와 관여도, 추가 투가 가능 금액이 가장 낮은 것으로 나타났다.
반려동물 보험에 관한 집단별 요구도 차이를 살펴본 결과, 의료비 보장범위 확대에 관한 요구는 의료비 부담형 집단을 제외한 나머지 세 집단에게서 공통적으로 가장 높은 요구사항인 것으로 확인하였다. 연령제한 완화에 관한 요구는 노령견 양육 비율이 높은 의료비 부담형 집단에게서 가장 높게 나타났다. 사망 및 장례 지원, 부가서비스 지원, 경제적 부가혜택에 관한 요구는 양육비 전체 부담형 집단에게서 가장 높게 나타났다.
동물보험에 대한 소비자의 요구는 연령제한 완화 및 의료보장 범위의 확대를 통한 보험 가입 문턱을 낮추는 것이며 기타 부가서비스 등으로 경제적 위험에 대비하기 위한 방향으로 개선될 필요가 있으며, 이를 위해 정부, 보험사, 수의업계 등의 협력적 노력이 필요하다.

English Abstract: The aim of this study was to identify the consumers’ responses and needs for pet insurance, as well as to determine if there is a difference according to the types of burden of companion dog-raising expense, and to suggest methods for developing consumer-oriented pet insurance products. According to the level of dog raising expense burden, the consumer types were categorized into four groups: type of burden on dog medical expenditure, type of slight burden on dog raising, type of non-burden on dog raising, and type of burden on the entire cost of raising a dog.

An analysis of the difference in the group response to pet insurance revealed the type of burden on dog medical expenditure to most positive in terms of the premium and the highest intention to purchase pet insurance. In the case of the type of non-burden on dog raising, the positive attitude, involvement, and the amount of additional investment in pet insurance were the lowest.

An examination of the difference in group needs for pet insurance found that the need for expanding the coverage of medical expenses was the highest requirement in common among the three groups except for the type of burden on the dog medical expenditure. The needs for easing the age limit were highest in the type of burden on the dog medical expenditure, which has a high rate of raising older dogs. The needs for death and funeral support, additional service support, and additional economic benefits support were highest in the type of burden on the entire cost of raising a dog.

The consumers’ needs for pet insurance was to lower the threshold for purchasing insurance by easing the age limits and expanding the medical coverage. In addition, pet insurance needs to be improved in the direction of strengthening other value-added services to prepare the consumers for potential economic risks. This requires collaborative efforts by government, insurance companies, and the veterinary industry.

Note: Downloadable document is in Korean.

Keywords: pet insurance, responses to pet insurance, needs for pet insurance, types of burden of companion dog raising expense, burden on animal medical expenditure, easing of age limits

Suggested Citation

Choi, Ara and Koo, Hye Gyoung, 소비자의 반려견 양육비 지출부담 유형별 반려동물 보험에 대한 반응 및 요구도 연구(Study on the Consumer Responses and Needs for Pet Insurance According to the Types of Burden of Companion Dog Raising Expense) (August 31, 2019). Financial Planning Review, Vol. 12, No. 3, 2019, Available at SSRN: https://ssrn.com/abstract=3459259 or http://dx.doi.org/10.2139/ssrn.3459259

Ara Choi (Contact Author)

Chungnam National University ( email )

Daejon, 34134
Korea, Republic of (South Korea)

Hye Gyoung Koo

Chungnam National University ( email )

Daejon, 34134
Korea, Republic of (South Korea)

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