Research On Purchase Intention Of Internet Insurance And Influencing Factors

In the information age,new and high technology to apply in various industry.In2015,Li Keqiang,the prime minister in the government work report advocated to develop "Internet+insurance plan.Countries have high hopes for Internet insurance.The financial industry,as one of the three horse good car insurance industry has been gradually penetrate into the Internet technology,the birth of the Internet insurance new pattern.The Internet industry developed in the Beijing area,the residents have higher education and more easy to accept new insurance more acceptable to the Internet.In Beijing area for local samples,for Beijing to study the current situation of the development of Internet insurance representative.Will help to improve the development of Internet insurance at the regional level.Individual micro data obtained through questionnaire survey,for follow-up study provides a new train of thought,have certain reference significance for further research.The overall framework is divided into six chapters.First,introduction.This paper selected topic back prosperity and the research significance,comb the domestic and foreign related research literature,clear the research content and method.Second,the core concepts and theoretical basis.To Internet insurance,purchase intention and UTAUT model definition and related theory.Third,the development of Internet insurance background and the status quo.Introduces the development course and current situation of Internet insurance in our country,secondly introduces Beijing Internet insurance development environment and the status quo.Fourth,Beijing Internet insurance purchase intention factors.Choose what factors affecting Internet insurance purchase intention,and to explain the cause of selecting.Design a questionnaire,and screening for recycling questionnaire and data cleaning,etc.Fifth,Beijing Internet insurance purchase intention factors.Based on the collected data,qualitative and Quantitative analysis data were collected from objective and subjective factors,use binary Logistic regression to screen out the major factors affecting the Internet insurance purchase intention of Beijing consumers,use single factor ANOVA test to analyze the further influence of the adjustment variables,and the final influence factors were obtained.Sixth,research conclusions and countermeasures and Suggestions.Put forward Suggestions for the development of Internet insurance.The main conclusions of this paper are summarized as follows.First,buy insurance to consumers via the Internet brings the bigger help consumers more willing to protect.Second,the people around you purchase behavior will inspire other consumers purchase intention of insurance on the Internet.The propaganda of environment in relationship with purchase intention positively correlated.Third,the insurance knowledge reserves more abundant Internet insurance consumers decide to buy more.Fourth,the Internet insurance product pricing and bring consumers the value of the degree of match degree have significant influence on purchase intention.Fifth,selling insurance Internet platform credibility is higher,the more consumers to buy the Internet insurance will.Sixth,age,level of education,the average monthly income and marital situation impact factors play a significant regulatory role,are positively correlated relationship,married and lower income groups of high purchase intention.