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Präferenzen für Pay-As-You-Drive-Versicherungsmerkmale bei Privatkunden — Eine conjoint-analytische Untersuchung —

Author

Listed:
  • Torsten J. Gerpott

    (Schwerpunkt Telekommunikationswirtschaft, Mercator School of Management, Universität Duisburg-Essen)

  • Sabrina Berg

    (Schwerpunkt Telekommunikationswirtschaft, Mercator School of Management, Universität Duisburg-Essen)

Abstract

Zusammenfassung Pay-As-You-Drive-(PAYD-)Versicherungen beinhalten die Erfassung, Auswertung und oft über Mobilfunknetze realisierte Übertragung von Fahrdaten für Personenkraftwagen (Pkw), um so das fahrzeugspezifische Unfallrisiko in die Kalkulation von Pkw-Haftpflichtversicherungspreisen einfließen zu lassen. Die PAYD-Grundidee wird zwar seit langem in Wissenschaft und Praxis diskutiert. Dennoch sind Ausführungen zur Gestaltung von PAYD-Angebotsmerkmalen in einer Weise, die deren Nachfragewahrscheinlichkeit bei privaten Versicherungsnehmern (VN) fördert, zumeist vage und ohne empirische Basis. In der vorliegenden Studie wurde deshalb eine Online-Befragung von 517 Pkw-Fahrern in Deutschland durchgeführt, um mit Hilfe der Methode der Limit-Conjoint-Analyse (CA) den Nutzen zu quantifizieren, den VN vier PAYD-Gestaltungsmerkmalen mit insgesamt elf Ausprägungen zuschreiben. A ls Gestaltungsmerkmale wurden (1) Bezugsgrößen der Prämienbestimmung, (2) die Art der Fahrdatenübermittlung, (3) die Bündelung von PAYD-Versicherungen mit telematischen Zusatzleistungen und (4) die mögliche Ersparnis gegenüber dem aktuellen Preis der eigenen herkömmlichen Pkw-Versicherung kombiniert. Die mit Abstand stärksten Wirkungen auf die PAYD-Nachfragebereitschaft hatte die Höhe der Prämienersparnis gefolgt von der Verknüpfung von PAYD mit Pkw-bezogenen Zusatzleistungen. Im Gesamtsample präferierten die Teilnehmer im Durchschnitt am stärksten (wenigsten) PAYD-Angebote mit 50% (10%) möglicher Ersparnis, automatischem Notruf bei Unfällen (ohne Zusatzleistungen), Fahrdatenübermittlung am Ende einer Abrechnungsperiode (kontinuierlicher Datenübermittlung während jeder Fahrt) und mit zwei (drei) Prämienbezugsgrößen. Die Befragten konnten drei PAYD-Präferenzsegmenten zugeordnet werden, die sich nicht sehr stark im Hinblick auf ihr sozio-demographisches Profil sowie ihr Fahr- und Versicherungsverhalten unterscheiden. Für Erstversicherer legen die Befunde nahe, PAYD-Angebote zumindest in einer Startphase auf das Segment der VN auszurichten, das an einer automatischen Notruffunktion in ihrem Pkw interessiert ist und PAYD als „Abrundung“ auch nutzen würde, wenn eine Prämienersparnis von nicht mehr als 30% erzielt werden kann.

Suggested Citation

  • Torsten J. Gerpott & Sabrina Berg, 2012. "Präferenzen für Pay-As-You-Drive-Versicherungsmerkmale bei Privatkunden — Eine conjoint-analytische Untersuchung —," Schmalenbach Journal of Business Research, Springer, vol. 64(4), pages 456-492, June.
    • Handle: RePEc:spr:sjobre:v:64:y:2012:i:4:d:10.1007_bf03373698
    DOI: 10.1007/BF03373698
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    References listed on IDEAS

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    More about this item

    Keywords

    L86; L96; M31;
    All these keywords.

    JEL classification:

    • L86 - Industrial Organization - - Industry Studies: Services - - - Information and Internet Services; Computer Software
    • L96 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Telecommunications
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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