Research On Influencing Factors Of Internet Insurance User Acceptance Bsaed On UTAUT2 Model

Driven by the implementation of the national "Internet +" strategy,the insurance industry combined with the development of the Internet to form a new model of Internet insurance.With the rapid development of high and new technology and the change of consumer consumption concepts,Internet insurance has become a market that cannot be ignored.Based on the literature reading,this article sorts out the relevant theories of Internet insurance and technology acceptance theory,and determines that it is based on UTAUT2 theory,combining consumer innovation,perceived risk,and Internet word of mouth theory to build a model of Internet insurance acceptance factors for young groups.This research questionnaire was designed to analyze the reliability and validity of the questionnaire.600 questionnaires were issued to recover 539 valid questionnaires.The collected data was analyzed empirically using SPSS and AMOS software,and the conclusion was drawn: Consumers’ use of Internet insurance Intention is positively affected by performance expectations,effort expectations,enablers,price value,consumer innovation,perceived risk,and online word of mouth.Consumers’ Internet insurance use behavior is positively affected by enablers and acceptance of intentions.In addition,acceptance of intentions in There is a mediating effect between enablers and behavior.Finally,based on the empirical analysis conclusions,it is proposed that the current Internet insurance industry should strengthen the use of big data,cooperate with third-party payment platforms in depth,implement the strategy of developing differentiated insurance prices,pay attention to the construction of Internet reputation,and promote the healthy development of the Internet insurance industry.