Research On The Influence Of Freight Insurance On Purchase Intention Of Online Consumers

With the rapid expansion of China's online retail transactions, the competition of the online shopping market is increasingly fierce. At the same time, with the robust growth of B2 C business, the growth rate of C2 C business slows down gradually. As the B2 C webs are usually more famous than C2 C retailers, they have had great effects on C2 C business. In response to this phenomenon, Taobao.com, the biggest C2 C web in China, combined with the Huatai Insurance, released a new insurance product-freight insurance. While the sales of this insurance are increasing rapidly, it has had some negative effects on some retailers.Based on this background, this paper conducted an exploratory research regarding the effect mechanism of freight insurance, and in order to provide some reference for the retailers, this paper also conducted several applicable scenario researches.First, this paper explains the research background on the basis of some market research data, and indicates the research significance.Then, establish the theoretical hypothesis system by reviewing the researches regarding purchase intention and freight insurance.Third, this paper conducted several empirical researches, in which we established some virtual shopping scenes, to verify the hypotheses, and found that freight insurance could reduce the perceived risk, enhance the trust and have a positive effect on the purchase intention of consumers. Besides, the results also demonstrated that credit rating, price and the presentation modes of insurance could affect the purchase intention of consumers to different extent.Finally, Based on the findings, this paper proposed that C2 C retailers should choose proper strategies according to their credit rating and the prices of goods, thereby improving sales and reducing operation costs.