Study On The Influence Factors Of Online Virtual Property Insurance Purchase Based On The Extended TAM Model

Nowadays, online game market developed rapidly with the significant increase of capital investment by game players. The virtual property security concerns are also significantly improved in all kinds of games. I found that, as the demand of virtual property insurance is so strong today, the size of the virtual property insurance is not in a explosive growth. Therefore, based on the consumer behavior model, this paper tries to analyze the factors that affect the purchase intention of virtual property insurance in online games.This paper is focus on the innovation of the types of virtual property insurance, the first step is the explanation of the virtual property in the current market identification and valuation, then is the investigation and analysis of the online games and virtual property insurance market development present situation. This paper combined with consumer behavior model which called Technology Acceptance Model (TAM), explored the impact factors of online games players to buy virtual property insurance, then use the structural equation model to analyze and test the hypothesis, and finally get the conclusion.This paper found the ease of use and perceived useful actually affect people’s buying willingness, except that, the player’s subjective norms, trust and other factors also in direct proportion to the relationship; Finally, according to the empirical analysis confirms the hypothesis, this paper, according to the conclusions, explore practical significance of the research on the actual insurance company marketing and product design, put forward some feasible suggestions for the expansion of the development of the network game virtual property.