Research On The Promotion Strategy Of Internet Security Products Of YA Company Based On TAM Model

With the economic development and social progress,insurance products more and more people's attention.Since 1949,China has set up the first insurance company,has been 68 years of history.Compared with the developed foreign insurance market,China's insurance industry is still in the initial stage of development,the market mechanism is not very perfect,the product range is not rich,insurance depth and foreign also have a certain gap.In recent years,the Internet and the rapid development of information technology,insurance also took on this class express.Mobile Internet as the representative of the new technology continues to introduce new,in the"Internet +" rose to the national strategy of the background,the insurance industry is also actively embrace the Internet.In this paper,the technical acceptance model as the basic framework,combined with the specific characteristics of Internet insurance introduced a perceived risk,the impact of consumers to buy Internet insurance products will be the factors of the study.This paper uses the mature scale of previous research results to compile the questionnaire needed in this paper,and through the expert interviews,pre-survey way to sort out the questionnaire.Through the questionnaire survey,this paper collected the required data,and the use of SPSS for data analysis.Data analysis methods include reliability validity analysis,descriptive statistical analysis,correlation analysis.The results show that consumer perceived usefulness,perceived ease of use,and perceived risk are important factors influencing consumers' purchase of Internet insurance products.Based on the above conclusions,this paper puts forward the corresponding promotion strategies for YA's Internet insurance products,including:increasing the perceived usefulness of consumers from the characteristics of insurance products design,pricing links,claims links and promotion links to the use of the Internet.Sexual,reduce perceived risk.Finally,based on the conclusion of the research,this paper summarizes the shortcomings of this paper and makes a prospect for the follow-up study..