Research On User Acceptance Of E-commerce Insurance Based On UTAUT Model

With the rapid development of e-commerce, more and more industries came into the e-commerce era. As one of the four pillars of modern financial-Insurance industry, due to its operating characteristics, is very suitable to use the e-commerce mode for insurance operation and management.At present, the e-commerce has become the effective means of domestic and foreign insurance companies to broaden the market and enhance competitiveness. Insurance companies have set up competitive e-commerce websites. As an emerging insurance marketing and management channel, the users acceptance of the insurance e-commerce, is the motivation and purpose of its healthy development.This paper mainly introduces the foreign and domestic studies of information technology acceptance theory, and the characteristics of Chinese Internet users and insurance consumers. On the basis of previous studies, using the latest UTAUT model, combined with the feature of insurance customers, we build the user acceptance mode of e-commerce insurance to enrich the insurance online user studies and we add the perceived playfulness, perceived risk and trust index to the model, the young Internet users are the research object.This research used the questionnaire to collect data and used SPSS19.0software to analyze the reliability, validity, regression and ANOVA tests of the questionnaire, in order to find out the factors that have significant influence on the insurance e-commerce user’s Behavior Intention (BI) and put forward constructive suggestions for the e-commerce insurance’s development. The major findings of this study:there were significantly positive correlation between Social Influence (SI), Facilitating Condition (FC), Perceived Playfulness (PP) and Trust (PT) with the user’s Behavioral Intention (BI); Perceived Risk (PR) negatively associated with BI; personal characteristics, the network use experience and the knowledge of insurance also have influence on user’s perception.