A Study On The Consumers' Willingness To Purchase Internet Insurance And Its Influencing Factors

With the rapid development of Internet technology,people's daily life has been greatly affected,especially in recent years,the Internet has more and more obvious impact on the social economy,seriously impact the development of the domestic real economy,of course,the insurance industry is inevitably subjected to a certain impact.According to the current development state of domestic network insurance,this paper analyzes the purchase intention of consumers.According to the relevant research of the researchers at home and abroad,we use the questionnaire survey to obtain the corresponding data,establish the model,and make use of the empirical analysis to analyze the factors that affect the buyer's purchase intention of the network insurance.The final analysis results provide some suggestions and suggestions to provide some theoretical basis for the development of Internet insurance in China.This study is of great practical significance.This article is divided into four parts.The first part,the introduction.The significance,methods and related literature of this study are briefly described.The second part is an overview of Internet insurance purchase intention and influencing factors.First,the related concepts of Internet insurance,purchase intention and so on are expounded.Then it introduces the relevant theoretical basis,the development stage of network insurance,the advantages and challenges of the development of network insurance,and finally introduces the development status of network insurance and the influencing factors of the purchase intention.The third part is the empirical analysis of Internet insurance purchase intention.The design of this questionnaire and the establishment of the model are introduced in detail.The reliability and validity of the questionnaire are comprehensively analyzed with SPSS19.0,and then the two yuan Logistic regression method is used to determine which factors have significant influence on the consumer's purchase intention,and the factors are analyzed.The fourth part,conclusions and suggestions.This paper summarizes the research,points out the defects and follow-up research directions,and puts forward suggestions to promote the development of Internet insurance.The main conclusions of this paper are as follows: first,consumers' use of network and online purchase experience have a very significant impact on the purchase intention of network insurance.There is a positive correlation.The higher the frequency of Internet use,the more frequent the number of online shopping,the more obvious the intention of purchasing network insurance;second,the network insurance is self insured.There is a positive correlation between the reputation of the body and the customer's understanding of network security and the willingness to buy network insurance.The better its reputation is and the better the security,the more obvious the customer's intention to buy network insurance.Third,the security of thecustomer network is positively related to the intention of buying network insurance,and the higher the security is,the higher the customer's security is,the higher the customer's security is,the higher the customer's security is,the higher the customer's security is,the higher the customer's security is,the higher the customer's security is,the higher the customer's security is,the higher the customer's security is,the higher the customer's security is,the higher the customer's security is,the higher the customer's security is,the higher the customer's security is,the higher the customer's security is,the higher the customer's security is,the higher the customer's security is,the higher the customer's The intention of buying network insurance is more obvious.Fourth,the convenience of Internet insurance is positively related to the intention of the customer to buy network insurance.The more customers feel about the convenience,the more obvious the intention of buying network insurance is.