Research On The Influencing Factors Of The Consumer Demand Of Internet Insurance

In the current background of the entrepreneurship and innovation by all and since Premier Li Keqiang put forward the concept of "Internet plus" in the government work report,the concept of "Internet plus" swept all industries.The internet plus traditional industry can not only optimize the allocation of resources,reduce costs and improve efficiency.But also enhance the productivity of the whole society.Internet insurance achieved rapid development under this background.the premium growth rate continuously break the record and the scale of the Internet insured has reached to330 million.Although the development of the Internet insurance has made gratifying achievements,the Internet insurance should adopt the Internet thinking rather than the traditional thinking which is taking the customer as the core.So it is necessary to analyze the influence factors that affect the willingness of internet insurance consumers.By analyzing the influence factors of consumption will eventually put forward the feasible policy Suggestions accordingly and to promote the development of Internet insurance industry.Firstly,this paper describes the research background and significance,and then carry on the literature review about the influencing factors of the internet insurance,describe the research ideas and research methods of this paper and present the framework and content of this paper.Secondly,this paper analyse the concept of Internet insurance.The characteristics of Internet insurance is characterized by high transparency,strong interactivity,good cooperation,strong timeliness and good economy.Then analyze the current main mode of China's Internet insurance company.Thirdly,this paper analyze the UTAUT related theory which is the theoretical basis of this paper.then we describe the characteristics of the Internet insurance consumers as young group,high frequency of network use,rich online shopping experience,risk awareness,strong sense of insurance and Strong consumption ability.According to the references,this paper changes the original UTAUT model,increases the quality of the website,the reputation of the network,perceived risk,perceived trust,and the control variables are adjusted properly.Finally,this paper forms the research model for Internet insurance consumers' consumption intention.Then,according to the design of the questionnaire,we issue the questionnaire and collect the questionnaire.I use SPSS20.0 to analyze the questionnaire we collect and i found that the reliability and validity of this investigation are good.Then I do the regression analysis and Ifound that the the influencing factors of Internet insurance consumer's willingness are perceived trust,social impact,network reputation,website quality.The age,the education level,the monthly income and the number of Purchasing insurance products are main influencing factors to consumer's willingness.According to the results of empirical analysis we put forward the policy suggestions for the main influencing factors such as the perceived trust,the social influence,Internet word of mouth,the website quality,the age,the education level,the monthly income and so on.According to the results of empirical analysis.Finally,this paper summarizes the shortcomings of this paper and puts forward the prospect of further research.