Research On Consumer Desires Of Internet Insurance

In the background of "Internet+".more and more consumers are attracted by the combination of Internet and other business,emerged the Internet Insurance as a major branch of Internet finance has also macde leaps and bounds in recent years.But for now,the Internet insurance premium income accounted for the proportion of total premium income of the insurance industry is still small,how to enhance consumer acceptance of the Internet to promote insurance insured the further development of the Internet is still a topic worthy of serious inquiry.In view of this,the present study is based on the current development of the Internet insurance,consumer willingness to buy from the perspective combined with relevant theory and research scholars,the model questionnaires to collect data,empirical analysis of the impact of Internet consumers buy the insurance significant factor willingness to put forward countermeasures and suggestions for these significant factors reflected problems in order to provide a valuable reference to facilitate the further development of Internet insurance.Firstly,reviews the research of scholars,the concept of the Internet insurance and willingness to purchase had been defined,and learn from the perspective of the Internet and methods of scholars study the insurance purchase intent for subsequent empirical analysis provides a theoretical basis.Then,the paper made a detailed analysis of the status of China's Internet insurance,followed by Maslow's hierarchy of needs theory,under the guidance of theory of planned behavior,combined with the results of previous studies,analysis of the five major class and 19 factors which could affect consumer willingness to buy the Internet insurance,according to the 19 possible factors,questionnaires had been designed,issued a total of 970 questionnaires,871 valid questionnaires were finally recovered.Finally,according to the recovered questionnaire assign values to variables,the paper established Logistic binary regression model,factors related empirical analysis,the study found that five factors respectively are consumer network application skills proficiency,online shopping experience,the credibility of Internet insurance companies,security of network consumers information and the convenience of the Internet Insurance are positively correlated with the desires of consumers to Internet insurance.