Company Preparation, Customer Preparation And Mass Customization Purchase

Along with the rapid expansion of insurance service and opening up to the outside world comprehensively, the domestic insurance companies are facing more and more intensive competition environment. Simultaneously, the appearance of customer personalization demands intensified the consumer market segmentation. In order to satisfy the personalized demands as well as the pursuing of low cost, mass customization has been the most competitive service pattern. It is high concerned that how domestic insurance company obtain the competitive advantage under the existing environment. On-line insurance as a new distribution channel has became a solution to deal with the existing insurance company's awkward situation. How to make the mass customization which is customer-driven as the success on-line service pattern is a crucial issue which determines the future development of domestic insurance companies.This article makes a review of the mass customization firstly, and builds a customer purchasing model and consequently makes up nine hypothesizes based on two different views as company and customer. A questionnaire was designed based on the suggestion of inner professions and perceived customers. The conceptual model was satisfied through the factorial analysis, the correlation analysis and the regression analysis; In addition, further feasibility suggestions was concluded to implement the mass customization as an effective service pattern for on-line insurance. The research conclusions are as follows:(1) Friendly interactive surface and product/service quality as the company prepares' two factors, have direct influence on the perceived benefits and the intention of online insurance separately as expected originally. The interactive surface interacts with the customer directly and has a immediate influence on customer's perceived benefits' judgment, therefore, it is important to design a good and convenient interactive surface. The product/service quality takes an invisible effect on customer's decision-making process. According to the Rogers innovation diffusion theory, invisible characteristic such as the service quality, the brands as well as the rich products have an influence on customer's decision-making process. Therefore, the company should work hard to improve the product/service quality.(2) Customer knowledge and the need of customization as the customer prepares' two factors, have direct influence on both the perceived benefits and the intention of online insurance, which is consistent with many scholar's research conclusions. The customer knowledge including the network knowledge and the insurance knowledge not only has direct effect on perceived benefits, but also influent the intension of on-line insurance directly. The Insurance companies can improve the online purchasing through advertisement as well as developing the insurance products which are accordance with the customers' tastes to stimulate the market needs.