Internet Insurance Product Marketacceptance Study

With the development of the Internet in the past ten years,the development of the Internet has entered a new high tide.The e-commerce wave has been on the rise,and various shopping websites,mobile APPs,and three-party payment have emerged in an endless stream.Internet finance has also developed in such an environment and has rapidly formed scale.The insurance industry,as one of the three troikas in the financial industry,took advantage of the rising trend of Internet finance,seized the development opportunities,opened the "Internet + Insurance" business,and completed the strategic layout.In the development of recent years,Internet insurance has become a market that cannot be ignored.This paper combs the basic theory of Internet insurance development,and the development status of Internet insurance and related problems.The article focuses on the qualitative analysis of the factors affecting the acceptance of Internet insurance.On this basis,combined with the basic information options of Ant Financial Service customers,the questionnaire is designed.After the network users are investigated,the integrated technology acceptance model,UTAUT model,is adopted.An empirical study on the acceptance of Internet insurance.Therefore,the main factors affecting the acceptance of Internet insurance products in China are perceived usefulness,perceived ease of use,and perceived use barriers.Based on this,this paper puts forward five suggestions for the development and operation of Internet insurance products,so that the development of Internet insurance is more suitable for the needs of the public.The innovation of this paper is that from the perspective of research,different methods are applied to study the market acceptance of Internet insurance products.The research method adopts UTAUT model,and hopes to provide valuable reference for insurance companies to design and promote products.