Research On Internet Insurance Acceptance Mechanism From The Perspective Of Consumers

Drived by the implementation of the national "Internet +" and "Digital Transformation" strategies,Internet insurance,as a business model innovation of traditional insurance,has achieved rapid growth.Enabled by Internet technology and insurance technology,it has gradually become an important trend of the development of insurance industry in the future.Compared with traditional insurance,Internet insurance has advantages of efficiency,convenience,economy,interaction and innovation.Especially since the outbreak of COVID-19,all parties involved in the Internet insurance have deeply realized that the development of Internet insurance is imperative,and insurance institutions are actively accelerating the layout and development of Internet insurance.However,according to the data of Internet insurance premium over the years,China's Internet insurance presents a wavy development trend.The highest penetration rate of Internet insurance has not exceeded 10%,and the acceptance degree of consumers to Internet insurance still needs to be improved.In "to the consumer as the center" development ideas,the need for a more in-depth to understand the consumer Internet insurance needs,preferences and feelings,through the study of consumer Internet insurance accept,further promote the further development of Internet insurance in our country,it has become the current development of Internet insurance in our country faces a realistic subject.Therefore,in order to promote Internet insurance to be better accepted by consumers and better serve consumers,this study focuses on the basic issue of "how consumers can better accept Internet insurance",and tries to reveal the "black box" of this mechanism.To be specific,the following research questions will be explored step by step in this study :(1)What are the influencing factors of consumers' acceptance of Internet insurance?In the context of Internet insurance,in addition to the influencing factors in the original technology acceptance model,are there any new unknown factors that affect consumers' acceptance of Internet insurance?(2)Is there any new mediating variable that has an impact on consumers' Internet insurance acceptance behavior?(3)What is the logical relationship between these factors that affect consumers' acceptance of Internet insurance?How to build and form the consumer Internet insurance acceptance model?What is the internal mechanism of action?In order to solve the above research problems,this paper puts forward the main content of this study on the basis of existing literature research on Internet insurance and technology acceptance theory:(1)Conduct exploratory research on Internet insurance acceptance through the qualitative research method of grounded theory,extract the key factors in consumer Internet insurance acceptance,and preliminarily form the theoretical framework of consumer Internet insurance acceptance.(2)To discuss the definition of key factors and their mutual influence relations,build a theoretical model of consumer Internet insurance acceptance on the basis of UTAUT model,and put forward research hypotheses.(3)Determine the measurement method for the research variables,develop questionnaires,carry out large-scale surveys and collect data for analysis.(4)It empirically tests the influence of key factors of Internet insurance,verifies the mediating role of perceived risk and behavioral intention,as well as the chain mediating role of perceived risk and behavioral intention between trust and use behavior,and then reveals the mechanism of consumers' Internet insurance acceptance.(5)According to the above theoretical and empirical research results,it is proposed to enhance consumer experience and empower key business technologies;Focus on consumer demand,value proposition continuous innovation;Customer-centered,customer relationship optimization and improvement;To protect the rights and interests of consumers,the continuous improvement of the regulatory system and other aspects of research inspiration.Through the above research work,the main findings and conclusions of this paper:(1)the consumer Internet insurance accept effect between the key factors: performance expectations,social influence,consumers innovative,trust,were significantly positive influence on consumer Internet insurance acceptable behavior intention,to expect to consumers accept the influence of the behavior intention of Internet insurance was not significant.Facilitating factors,trust and behavioral intention have significantly positive effects on consumers' Internet insurance acceptance behavior.Trust has a negative impact on perceived risk,and perceived risk has a negative impact on the intention and use of Internet insurance acceptance.(2)Perceived risk plays a mediating role between trust and use behavior,and behavioral intention plays a mediating role between trust and use behavior.(3)Perceived risk and behavioral intention play a chain mediating role between trust and use behavior.The innovation of this paper is mainly reflected in the following aspects:(1)based on Internet insurance research situation,expand the UTAUT model under the consumer perspective of technology acceptance study,analysis,and reveals the Internet insurance accept mechanism of the key factors,build the Internet insurance consumers accept theory model,theoretically clarify the Internet insurance consumers accept the mechanism of "black box".(2)In the analysis of the influencing factors of the consumer Internet insurance acceptance model,new influencing factors under the Internet insurance context,such as consumer innovation,trust and perceived risk,were found and introduced through grounded theory research,and the influencing factors of the UTAUT model were expanded.(3)In the consumer Internet insurance acceptance model,the perceived risk was introduced as a new mediator,and the mediating role of perceived risk between trust and use behavior was empirically tested,which expanded the mediating role of UTAUT model.(4)The chainmediated role of consumer Internet insurance acceptance model was proposed and verified,and the chain-mediated relationship between perceived risk and behavioral intention on trust and use behavior was discussed,which further extended the UTAUT model.