Research Report On The Willingness Of Alipay Account Security Insurance Demand

At present,China has clearly outperformed the world in the field of mobile payment.While people feel that e-money is simple and fast,there are also endless risk cases around third-party payment platforms.In this context,Alipay platform launched Alipay account security insurance to protect the Alipay account from theft caused by theft of funds,to a certain extent,to solve the Alipay users concerns about the security of funds.This paper takes Internet users as the main research object,and studies the real needs of the insured objects that meet the conditions for Alipay account security risks,and combines the research results to provide suggestions for the improvement of Alipay account security risks.The content of the survey mainly includes the basic situation of the research object,as well as the researcher's understanding of the Alipay account security risk,risk perception,purchase intention,purchase reason and satisfaction level.This paper uses the binary logistic regression model to analyze the factors that may affect the willingness of Alipay account security insurance demand.A total of 12 factors pass the significance test,namely gender,age,occupation,understanding,understanding,understanding,risk transfer,The reasons for purchase,premium standards,credit restrictions,support for special compensation and loss of fraud are not compensated.Finally,based on this research,the author puts forward six suggestions for the future development of Alipay account security insurance: increase publicity and improve users' understanding;Optimize insurance products to meet customer's actual needs;improve credit data,scientifically determine rates;use consumption inertia to deepen demand;user-oriented,and strengthen risk awareness.