Study on the Willingness and Driving Mechanism of Flexible Employment Personnel to Participate in Occupational Injury Insurance in Tianjin

本研究聚焦于天津市灵活就业人员职业伤害险参保意愿及其驱动机理，通过构建“认知–情境–意愿”分析框架，揭示参保决策的复杂驱动机制。研究发现参保态度在参保决策中占据核心地位，对参保意愿具有显著直接驱动作用，且在主观规范、个人规范、风险认知等多个变量对参保意愿间接影响的过程中发挥中介作用，表明灵活就业人员参保决策更依赖于对参保价值的认同及情感内化。主观规范与个人规范在参保决策中兼具直接与间接效应，社会压力需通过参保态度内化才能转化为参保行为意向，而个人规范既直接影响参保意愿，也通过参保态度间接驱动参保意愿。政策支持对参保态度与参保意愿的路径关系具有显著强化作用，凸显了外部情境因素在参保决策中的关键调节功能，制度支持能有效弥合参保态度与参保行为之间的转化缺口。参保决策是理性认知与情感因素协同作用的结果，保险知识增长有助于提升参保理性认知，风险认知和信任程度则通过影响参保态度进而影响参保意愿。据此提出强化职业伤害保险普惠性与可及性、设计精准激励方案、推动职业伤害保险与现有社会保障体系整合等政策建议，以提升灵活就业人员职业伤害保险参保率，构建更为完善的职业伤害保险体系。This study focuses on the willingness of flexible employment personnel in Tianjin to participate in occupational injury insurance and its driving mechanisms. By constructing a “cognition-context-willingness” analytical framework, it reveals the complex driving mechanisms behind participation decisions. The study finds that participation attitudes play a central role in decision-making, significantly and directly influencing willingness to participate. It also mediates the indirect effects of subjective norms, personal norms, and risk perception on willingness to participate, indicating that the decision-making process for flexible employment personnel is more dependent on the recognition and emotional internalization of the value of participation. Subjective norms and personal norms have both direct and indirect effects on participation decisions. Social pressure must be internalized through participation attitudes to transform into behavioral intentions, while personal norms not only directly influence willingness to participate but also indirectly drive it through participation attitudes. Policy support significantly strengthens the path relationship between participation attitudes and willingness to participate, highlighting the critical moderating role of external situational factors in participation decisions. Institutional support can effectively bridge the gap between participation attitudes and behavior. Participation decisions result from the synergistic effects of rational cognition and emotional factors; increased insurance knowledge helps enhance rational cognition, while risk perception and trust levels influence participation attitudes, which in turn affect willingness to participate. Based on these findings, policy recommendations are proposed to enhance the inclusiveness and accessibility of occupational injury insurance, design precise incentive schemes, and promote the integration of occupational injury insurance with the existing social security system, to increase the participation rate of flexible employment personnel in occupational injury insurance and build a more comprehensive occupational injury insurance system.