Study On The Factors Influencing The Willingness Of Buying Online Insurance Based On The Theory Of Perceived Value

With the development of internet and e-commerce,internet has become an emerging insurance marketing channel with great marketing potentiality.Thus,the ratio of consumers buying insurance through internet was greatly improved.According to the statistics of Internet Insurance Industry Development Report published by China Insurance Association,from 2011 to 2015,the number of insurance companies running the Internet insurance increased from 28 to 110 with an annual rate of 46%.On the one hand,the improvement in Internet insurance should be acknowledged for its rapid development;on the other hand,we need to see that the total Internet insurance fees account for only a small proportion in the company's gross revenue,which reflects the fact that Internet insurance group is small compared to the traditional insurance receivers.Therefore,a lot of problems remained to be solved before the Internet insurance can achieve great accomplishment.Based on this,this thesis pays attention to the factors influencing consumers' willingness to buy Internet insurance and puts forward the corresponding marketing strategies in the hope of promoting the development of the Internet industry.This thesis reviews the relevant study and proposes the study model.Based on the theory of perceived value,the study model includes factors,such as perceived benefits,insurance costs,and perceived risk.Through distributing questionnaire about the online insurance,we collect 665 valid questionnaires answered by people who have bought the online insurance.Then,we apply SPSS and AMOS in analizing the questionnaires empirically,conduct fitting analysis towards the theoretical models and examine the hypothesis.The resultes reveal that,Of the factors related to perceived value,the perceived risk plays the most important role in affecting consumers' willingness to buy online insurance,second comes the perceived benefits and third insurance costs.Under the internet environment,all the above mentioned factors exert direct or indirect influence on the willingness of consumers to buy insurance.To elaborate,perceived value influence the willingness greatest,perceived benefits and perceived risk strongly affect the willingness,and the insurance costs contribute the least to the willingness to buy an insurance.