Research On The Model Of Internet Insurance Purchase Decision For The Whole Process Of Transaction

At present,insurance technology is promoting the innovative and comprehensive development of internet insurance based on big data,internet plus,artificial intelligence and other technologies.At the same time,consumer demand and decision is changing,coupled with the complexity and professionalism of the insurance product,consumers must conduct a lot of information search,comprehensive and prudent product evaluation and decision-making,and reasonable post-purchase evaluation before making a purchase decision.This complex purchase behavior will be inevitably influenced by many different kinds of interacting factors.Therefore,this article researches the whole process of internet insurance transactions and the influencing factors,and then builds a decision model,finally conducts case analysis and put forward the corresponding countermeasures and suggestions for the insurance enterprises.Based on the literature analysis and concept definition,this article firstly combines the internet insurance characteristics with the EBM consumer online shopping behavior model to design the five phases of the internet insurance purchase decision process,and conducts initial screening of the factors affecting consumers' purchase of internet insurance for the entire purchase decision-making process;Secondly,the key elements are identified using the DEMATEL method,and establish an evaluation index system based on problem awareness,information search,program evaluation,insurance decision-making,claims and services;Then,based on the prospects theories and VIKOR methods,this paper establishes an internet insurance purchase decision model for the entire transaction process,and apply it to the practice of consumer internet insurance purchase decision.This model takes into account many complex influencing factors of the internet insurance purchase decision process and the risk aversion characteristics of insurance consumers,the attribute evaluation values are represented by an intuitionistic fuzzy soft set,it can process decision data more flexibly,and the three reference points formed by the combination of positive and negative target and average expectations make the decision result cover information comprehensively and have higher resolution of decision results,the VIKOR optimization method effectively ensures the maximization of group utility and minimization of individual regret;Finally,five internet insurance companies were selected for instance analysis and sensitivity analysis,and put forward corresponding countermeasures for insurance companies.The case analysis,sensitivity analysis and the countermeasures proposed based on the analysis verify the feasibility of the model and show that the model can achieve the purpose of internet insurance purchase decision and provide consumers with decision-making reference.