Study On Purchase Intention Of Internet Insurance Consumers Perspective Of Perceived Value

The Internet insurance has become a very important part of the insurance industry in China. It is starting from 2011 and has a high speed of development.Unlike the market of the traditional insurance products that rely on laying outlets and hiring agents, the Internet insurance mainly depends on its own advantages to attract consumers to concern, understand and purchase actively. This article is discussing how should the Internet insurance do to strengthen its advantages, and be more attractive from the perspective of consumers.Before making a purchase decision, the consumers often measure synthetically whether the product or service conform to the requirements, and thus subjective evaluation of the product or service is the process of consumers’ affect and the purchase decision.It is indicated that the higher perceived value of the consumers about products or services, the stronger their purchase intentions, otherwise inferior(Bhuian1997). Therefore, the perceived value of Internet insurance of consumers will affect their purchase intention and decision. In view of this, this article attempts from the perspective of consumers to introduce the perceived value to the study of consumers’ Internet insurance purchase intention and explore an effective way to promote the development of China’s Internet insurance.This article has come to a conclusion. It bases on the theory of customers’ perceived value and constructs the theory model of Internet insurance purchase intention. It also has carried on the theoretical analysis and empirical analysis. This paper is divided into five chapters.The first chapter presented the researching background and significance of the article.It combed and summarized existing researchs of domestic and foreign of whatrelated to Internet insurance purchase intention and perceived value. On this basis, it had have the clear research ideas and research methods, and expounded the innovation of the article.The second chapter expounded theorys of the Internet insurance and perceived value and define the concept. It thinks that the perceived value is the subjective evaluation of the consumers to the product or service which will have significant influences on consumers purchase intention.The third chapter analysed the factors that affect consumers’ perceived value,and built the theory model that can influence consumers to buy the Internet insurance.It based on the model design of the questionnaire, had have descriptive statistics of the part of perceived value on the questionnaire. The results showed that "You are prefer to buy products from companys that have a good reputation", "Buying the Internet insurance saves your time", "Buying the Internet insurance saves your money" this three indicators satisfaction scored the highest average. "Compared with the insurance company’s official website, you tend to go to the third party insurance agent platform to purchase products(such as “e”home insurance)", "Trading via the Internet will not experience systemic risk to make the buying process and insurance later appear unpredictable risk", "Trading via the Internet will not make your personal information, passwords of bank card and other leakage resulting in loss” The three indicators satisfaction scored average minimum.The fourth chapter corrected the system that initially established of consumer perceived value of Internet insurance by the reliability, validity of inspection and the factor analysis and formed a evaluation system includes web service value, safe value,product value and image value four dimensions, and eventually obtained the scores of the consumer’s perception of the value of each dimension and the value of overall perceived. To further investigate the relationship between the perceived value of Internet insurance and purchase intention, it makes a regression analysis of the four dimensions of perceived value and the purchase intention of Internet insurance. At the same time, due to the differences between individual variables, consumers perceivedvalue of Internet insurance will be Influenced by different degrees. Therefore, this study will include individual variable characteristic factors as consumer’s gender, age,education, disposable income, net age, browsing the frequency of shopping sites and whether there have experience of online shopping etc. into the theoretical models studied.The fifth chapter draws the conclusion of the study.To improve the degree of satisfaction of consumers of Internet insurance and enhance consumer’s purchase intention, It puts forward countermeasures and suggestions from enhanceing the management of Internet insurance risk, improveing the Internet platform appeal, enriching Internet insurance products and strengthening the propaganda.