The Research On Influencing Factors Of Applicant Behavior Of Private Auto In Hunan Province

With the rapid growth of national economy,the number of motor vehicles in Our country increases greatly,which directly promotes the rapid development of motor vehicle insurance business,and auto insurance business also becomes the key field of competition of property insurance companies.Private car insurance business,as a subdivision of the overall auto insurance business,has an absolute advantage in its premium scale and the number of insured objects.Moreover,the individual insured is the main body of the insurance business,which has certain heterogeneity compared with enterprises and other groups.Therefore,the research on the influencing factors of private car owners’ insurance behavior is conducive to in-depth understanding of individual consumers’ decision-making process and insurance preferences in the auto insurance market,and to promote the supply-side reform of property insurance companies and the customer service upgrade of auto insurance business.Private cars car insurance premium of the business scale of hunan province in the national car insurance business premium proportion has been the top of the scale,therefore,taking hunan province as the research area in the province of private cars car insurance customers or potential customers as the research object,based on the theory of consumer buying behavior,etc.,adopt the method of combining empirical research and in-depth interviews,To study the influencing factors of private car insurance in Hunan province.Firstly,based on the theory of consumer buying behavior,this paper puts forward the factors affecting applicant behavior from three aspects of society,individual and psychology,and puts forward the research hypothesis based on the analysis of its mechanism.Secondly,a questionnaire was designed to investigate the influencing factors of private car insurance in Hunan Province,and relevant data were collected on the effect and degree of each influencing factor proposed in this paper on the behavior of private car insurance,and the empirical results of this paper were obtained by multiple linear regression analysis.It is found that corporate brand effect,auto insurance rate reform,additional services,conformity and vehicle value attribute have positive effects on private car owners’ insurance behavior,while perceived risk has negative effects on them.Thirdly,through the analysis method of stratified regression and in-depth interview,the differences of influences of various factors on individual applicant behaviors under different levels of gender,age and insurance experience are studied.The results show that the additional services have a greater impact on male,the brand effect of property insurance company has a greater impact on young people,the herd mentality has a greater impact on the elderly,and the perceived risk has a greater impact on the applicant behavior of those without insurance experience.Finally,based on the above research results,this article from the property insurance company of improving customer service and customer value point of view,put forward to strengthen the additional service differentiation,customer education diversification and customer contact diversified countermeasure,to help property insurance companies to enhance their core competitiveness,promote sustainable development to the car insurance business.