Smith H L, Rogers R D
J Health Care Mark. 1986 Dec;6(4):6-14.
The authors examine the factors and information influencing consumers' selection of health insurance carriers. The results indicate that consumers are sensitive to rising insurance premium costs. They perceive that the decision to select a carrier is critical, yet they are often unprepared (i.e., lack information) to make a judicious decision. Further, consumers are found to rely generally on personal experience rather than the traditional marketing media during the process of selecting insurers.
作者研究了影响消费者选择健康保险公司的因素和信息。结果表明，消费者对保险费成本的上涨很敏感。他们认为选择保险公司的决定至关重要，但他们往往没有做好准备（即缺乏信息）来做出明智的决定。此外，研究发现消费者在选择保险公司的过程中通常依赖个人经验而非传统营销媒体。
