| Trust is the basis of the insurance industry.Compared with other commodities,insurance products are intangible,complex and professional,so consumers need to have a high degree of trust in insurance companies.Nowadays,the Internet is gradually becoming one of the main channels for people to obtain information.The coverage and influence of network news are gradually expanding.The information mimicry environment constructed by news media has the ability to change consumers’ trust in insurance.As people living standard unceasing enhancement,people’s demand for insurance and awareness is growing,but at the same time on the network news reports about the insurance also gradually more and more into public view,which have positive news,but there are a very bad negative social events,affect consumer’s trust.So it is necessary to discuss the influence of Internet news browsing on consumer trust in insurance companies from both qualitative and quantitative aspectsWe use CSS2019 survey data to empirically analyze the impact of online news browsing frequency on the trust of insurance companies.The empirical results show that the frequency of online news browsing has a significant negative impact on the trust degree of insurance companies,that is,the more frequently individuals browse online news,the lower their trust degree of insurance companies.Then the heterogeneity analysis and robustness test of the model are carried out.In the heterogeneity analysis,it is found that people with lower education level,older age and non-agricultural household registration are more likely to be affected by network news and thus reduce their trust in insurance companies.In the robustness test,the regression analysis was re-conducted by the methods of independent variable replacement and dependent variable re-coding,and all the results showed that the model had good robustness.In order to explain the negative impact of Internet browsing frequency on consumers’ trust in insurance companies,we collect hot news data to understand the news environment in the insurance field.On the macro level,the headlines and texts of hot news about insurance on Sina.com in 2019 were collected and divided into positive,negative and neutral news.The results showed that the proportion of negative news about insurance was much higher than that of positive news in both the social news list and the financial news list.Expanding the news-gathering period to2019 to 2021,the phenomenon still exists.Then,the collected news is classified according to its main narrative content,and the high-frequency verbs and adjectives in hot negative news are analyzed by word frequency and word cloud.The results show that these hot negative news narratives are contrary to consumers’ positive expectations for insurance companies in pre-sale and post-sale.At the micro level,event reduction and content analysis of representative negative news are carried out.Finally,on the basis of summarizing the conclusion of the article,some tentative and beneficial suggestions are put forward for consumers,insurance companies and relevant policy making institutions. |
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