The Research To Influential Factors On The Willingness Of Network-Life Insurance Based On The Theory Of Planned Behavior

As the development of Big Data, a kind of new-marketing model-- network insurance is coming, to the insurance industry, it is a kind of brand-new management idea. In recent years, The Pacific Insurance, Tai Kang Life, China Life, Ping An Group have set up their own websites for online sales, network insurance is becoming a new channel of business growth.In the network insurance sales, vehicle insurance and accident insurance occupies most of the network insurance business, while life insurance products only contribute very small part. How to solve network life insurance marketing bottlenecks? What are the factors that affecting consumer's willingness of buying life insurance products on the internet? Combining with the domestic and foreign research, and based on the theory of planned behavior, Starting from consumer's purchase intentions, we study which factors that affect consumer's willingness of buying life insurance products on the internet. Then, according to these factors, put forward correct reasonable marketing strategy to improve the consumers'willingness. At the same time, come up with operational insured guide for life insurance company's official website marketing.In the first place, the thesis reviews the related literature at home and abroad research, at the same time, expounds the background and significance of this thesis. Secondly, analyzes the current situation of the development of network insurance: introduce the development of network insurance abroad simply, and introduce the development of network insurance in our country detailedly, including overall development situation?network insurance marketing model?the related policies and regulations; Then introduces the online consumer behavior theory, based on the theory of planned behavior, has carried on factor analysis of consumer's willingness of buying life insurance products on the internet; The fourth part is empirical analysis: according to the research assumptions, set the questionnaire and conduct Logistic regression analysis on the data, obtain factors that affecting consumer's willingness of buying life insurance products on the internet; Finally,combined with theoretical and empirical analysis, some suggestions are put forward:one is to strengthen the propaganda of network life insurance products, raise public awareness; The second is to enhance the perceived value of life insurance company website page; the third is to promote the comprehension of network life insurance product information; the Fourth is to Improve the network security for online. At last, combine with the official website of direct marketing platform, make guide for network life insurance.