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

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  • Dongqing Zhu
  • Xiaofei Xie
  • Jiaqiu Xie

Abstract

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.

Suggested Citation

  • Dongqing Zhu & Xiaofei Xie & Jiaqiu Xie, 2012. "When do people feel more risk? The effect of ambiguity tolerance and message source on purchasing intention of earthquake insurance," Journal of Risk Research, Taylor & Francis Journals, vol. 15(8), pages 951-965, September.
    • Handle: RePEc:taf:jriskr:v:15:y:2012:i:8:p:951-965
    DOI: 10.1080/13669877.2012.686051
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    Cited by:

    1. Fabrizio Terenzio Gizzi & Jonghun Kam & Donatella Porrini, 2020. "Time windows of opportunities to fight earthquake under-insurance: evidence from Google Trends," Palgrave Communications, Palgrave Macmillan, vol. 7(1), pages 1-11, December.
    2. Zhang, Wenqing & Liu, Liangliang, 2022. "Exploring non-users' intention to adopt ride-sharing services: Taking into account increased risks due to the COVID-19 pandemic among other factors," Transportation Research Part A: Policy and Practice, Elsevier, vol. 158(C), pages 180-195.
    3. Rossella Agliardi, 2017. "Asymmetric Choquet random walks and ambiguity aversion or seeking," Theory and Decision, Springer, vol. 83(4), pages 591-602, December.
    4. Zachary S Johnson & Yichao Tian & Sangwon Lee, 2016. "Country-of-origin fit: When does a discrepancy between brand origin and country of manufacture reduce consumers’ product evaluations?," Journal of Brand Management, Palgrave Macmillan, vol. 23(4), pages 403-418, July.
    5. Manqing Wu & Guochun Wu, 2020. "An Analysis of Rural Households’ Earthquake-Resistant Construction Behavior: Evidence from Pingliang and Yuxi, China," IJERPH, MDPI, vol. 17(23), pages 1-14, December.

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