Research On The Influencing Factors Of The Consumption Behavior Of Internet Health Insurance

With the continuous enhancement of people's awareness of health insurance in China,the consumption of health insurance has increased rapidly.In 2017,the original premium income of China's commercial health insurance business was 438.946 billion yuan,an increase of 8.58% over the same period last year.The proportion of health insurance in life insurance premium income increased from 10.2% in 2013 to 16.4% in 2017.At the same time,the rapid development of Internet technology has provided health insurance policyholders with more convenience to purchase,and the consumption of Internet insurance has increased rapidly.In 2017,the scale premium of Internet health insurance was 5.89 billion yuan,an increase of 85.5% over the same period of last year.Compared with other Internet insurance products,the premium is outstanding.The characteristics of Internet technology and insurance of Internet health insurance determine that its consumption decision-making is influenced by many factors,and can not be described by a single consumption theory of Internet products or insurance consumption theory.The research on Internet health insurance has certain theoretical value.In addition,it is also of great practical significance to analyze the influencing factors of Internet health insurance consumption decision-making and to explore the causes and mechanisms of insufficient consumption,and to explore the strategies and ideas for improving the Internet health insurance market from the perspective of companies and regulators,so as to promote the development of the Internet health insurance market and support the construction of "Healthy China".This paper is divided into five parts.The introduction part explains the significance of this study and the main research methods adopted,combs and summarizes the relevant literature,and puts forward the possible innovations and shortcomings of this paper.The first chapter introduces the theoretical basis of this paper.Firstly,the concepts of Internet health insurance,consumer willingness and consumer behavior are defined.Secondly,the evolution of UTAUT model theory is introduced.Finally,considering the characteristics of consumers,on the basis of retaining the original four core variables of UTAUT model,a new perceived risk index is added,and the adjustment variables in the original model are adjusted appropriately.The UTA of Internet health insurance consumer behavior is obtained.UT model.Chapter 2 analyses the reality of the development of Internet health insurance in China,introduces its corresponding social,economic,policy and market environment,discusses its market premium scale and product service status,and puts forward the existing problems in the development of Internet health insurance.In the third chapter,according to the variable indicators in the model,the corresponding problems are designed,the pre-survey is carried out and the questionnaire is revised,and then a large-scale survey is conducted.Then the questionnaire data are systematically analyzed,and the factors affecting the willingness to consume Internet health insurance are empirically tested.It is found that performance expectation,social influence and perceived risk have significant effects on consumption intention.Age,occupation,education level,monthly income,health level and experience have moderating effects on consumption intention.Consumption intention and contributing factors have significant effects on consumption behavior.Furthermore,this paper further analyses the reasons for insufficient consumption behavior of Internet health insurance.It is found that those who do not buy Internet health insurance are mainly frictional uninsured,followed by alternative uninsured and voluntary uninsured.Chapter IV summarizes the findings of the study,and puts forward corresponding policy recommendations based on theoretical analysis and questionnaire analysis.The possible innovations of this paper are as follows: Firstly,based on the characteristics of Internet health insurance,the variable index of traditional UTAUT model is extended.Secondly,in terms of research content,this paper analyses the deviation of consumption intention and behavior and the reasons of insufficient consumption in the general literature through questionnaires.