Research On Purchase Intention Of Professional Internet Insurance Company’s Auto Insurance Influencing Factors

With the rapid development of Internet technology,internet auto insurance has gradually become one of the important ways for consumers to purchase auto insurance.Compared with traditional auto insurance,internet auto insurance has the advantages of convenience,speed and flexibility,and is more affordable.However,there are certain gaps between internet auto insurance and traditional auto insurance,such as coverage,premium pricing,after-sales service,data security and brand recognition.In recent years,the auto insurance industry has faced pressure in terms of high market concentration and slowing premium growth,and the CBIRC has sought to continuously strengthen the system and build a multi-level and three-dimensional internet insurance regulatory system to promote the healthy and sustainable development of internet insurance business.the implementation of the Guidance on the Implementation of Comprehensive Reform of Auto Insurance in 2020 and the Regulation of Internet Insurance Business in 2021 marks the gradual change of Internet insurance from rough growth to the stage of regulated and sustainable development.This paper explores the factors influencing consumers to take out auto insurance from professional Internet insurance companies from the perspective of professional Internet insurance companies,which will have some implications for subsequent professional Internet insurance companies to open up their markets,expand their scale and optimize the content of auto insurance products.The following conclusions are drawn with regard to the factors that influence consumers’ choice of insurance: the reputation of the platform of professional Internet insurance companies,the cost performance of auto insurance products,the richness of information resources and services provided to consumers,and the information necessary for products and services that consumers have from the time they purchase internet auto insurance products all show a positive correlation with consumers’ willingness to insure.In addition,the cost incurred by consumers in learning to use the Internet platform to purchase auto insurance products and the sensitivity of consumers to the risk perception of Internet auto insurance products will inversely affect consumers’ willingness to insure.Therefore,professional Internet insurance companies can rely on the advantages of the Internet platform,increase the construction of the company’s brand reputation,and continuously optimize the product experience process and upgrade the user experience while improving the risk prevention system and protecting the rights of consumers to create cost-effective auto insurance products.