Study On The Factors Influencing The Willingness To Purchase Insurance In The Internet Scenario

Based on TAM and TPB theory integration model,this paper analyzes and studies the logical correlation between the factors related to the purchase intention of users of Internet insurance products in scenarios.The research shows that situational awareness and perceived ease of use are the key factors influencing the purchase intention.Perceived risk has a significant negative effect on users' purchase intention.Therefore,in order to enhance the purchase intention of users of scenario-based Internet insurance products,Internet insurance enterprises should pay attention to the information security and capital security of users,pay attention to the refinement of scenarios and the improvement of service quality,strengthen the use value and core competitiveness of products to enhance user experience,and thus increase the purchase intention of users.