The Research Of The Internet Insurance Acceptance Based On The Technology Acceptance Model

Internet technology appeared in China in the last century in 80s,for the nearly ten years,the development of the Internet technology was so slow.From 1997 to date,the Internet technology in China popularized rapidly,now,it entered the tens of thousands of households.China has ushered in the era of the internet.The arrival of the era of 4G and the popularity of intelligent products put the development of the Internet into a climax,E-commerce rises in the era of the Internet rapidly,various forms of payment and shopping sites emerge in endlessly,Internet Finance is also established in this context.Based on the background of the rapid development of Internet Finance,as one of the three major industries of finance,the insurance industry should follow the pace of the era,seizes the opportunity to make full use of the Internet to develop itself.With the development of the Internet insurance these years,it's premium income is exponential growth,the quantity of it's business is also increasing year by year.However,the development of Internet insurance is still not mature,the use of it is relatively low,it has a huge space to develop.E-commerce has become the mainstream of the Internet industry development,the insurance industry will also shine in the context of the internet.The purpose of this paper is to establish the user's acceptance model of Internet insurance service,and to study the main factors that affect the acceptance of Internet insurance in china.This paper is divided into five parts:introduction,overview of the Internet insurance,analysis of the factors affecting the acceptance of Internet insurance,the empirical analysis of the acceptance of Internet insurance and conclusion.The empirical part uses questionnaire survey,the model of this article set up according to the technology acceptance model,the technology acceptance model is a model that proposed by Davis1 when he used the theory of rational behavior to studied the user's acceptance of the information system.due to the widely popularity of the Internet in the developed city,consider the economic development situation in Tianjin can represents the most of city's economic development degree in our country,and the youth groups accept new things easily,so this paper takes the youth groups that born after 1980 as well as living or learning in Tianjin as the object of investigation,the investigation group is representatively.According to the empirical results of the user's acceptance model of Internet insurance service and its affecting factors,the impact factors of China's Internet insurance service accepts are perceived usefulness,perceived ease and perceived barriers,the perceived availability has a certain influence to the Internet insurance service attitude.According to the above empirical results,this paper provides the basis for decision-making for the promotion of Internet insurance in China in the future,so that makes the Internet insurance to better serve the public.