Exploring The Factors That Influence The Acceptance Of Internet Insurance

In the past ten years,despite the dramatic and significant development in the internet insurance industry in China,it still suffered from such problems as imbalanced development as well as low penetration rate.Based on the past research on mobile internet commerce,this paper aims to investigate the fitness of the TAM(Technology Acceptance Model)when applied to studying internet insurance against China's social background as well as explore the impact of individual factors(gender,age,marital status,education and annual income)and product character(insurance type,insurance fees)on consumers' behavioral intention to buy the internet insurance.Using an empirical study,this paper distributes questionnaire through the internet and collects 511 valid responses.In terms of data analysis,this paper uses a combination of Regression Analysis and Univariate Variance Analysis to investigate the relationship between individual factors(gender,age,marital status,education and annual income),product character(insurance type,insurance fees)and perceived usefulness,perceived ease of use and behavioral intention based on two groups(the group that has bought internet insurance and the group that has not bought the internet insurance).The results indicate that gender,education and location have no significant impact on consumers' behavioral intention of purchasing.But marital status,annual income and insurance fees has a significant influence on consumers' perceived usefulness,perceived ease of use as well as behavioral intention of purchasing.In addition,younger consumers tend to have higher level of perceived ease of use than older consumers.The result of this paper not only theoretically extends the application sphere of TAM,but also provides instructive and implementable suggestions to the design and publicity in the internet insurance industry.The designer of future internet insurance may improve consumers' behavioral intention of purchasing by modifying the factors that influence them.This paper has some limitations in terms of sample size as well as method,which future research may come up with ways to elevate,or could explore other factors that influence the acceptance of internet insurance products.