Research On The Influencing Factors Of The Consumption Willingness Of Internet Tourism Insurance In China

With the rapid development of China's tourism industry,the awareness of passenger risk protection has been continuously enhanced,and tourism insurance consumption has grown rapidly.During the Spring Festival of 2018,the total insurance premium for travel-related insurance was 193 million yuan,1.5 times that of the same period in 2016.At the same time,the rapid development of Internet technology has provided more purchase convenience for travel insurance policyholders.The development of Internet travel insurance has become a major trend in the field of travel insurance.The Internet travel insurance "Internet" technical characteristics,"tourism" scene characteristics,and "insurance" support functions are integrated into one,which determines that their consumption decisions will be affected by many factors,and cannot use a single Internet product consumption theory or insurance consumption.The theory is used to describe,so the theoretical research on Internet travel insurance has certain theoretical value.In addition,while the rapid development of Internet travel insurance in China,there are also problems such as low market share,complicated insurance process and insufficient investment in science and technology.This paper analyzes the influencing factors of Internet travel insurance consumption willingness and explores the causes and mechanisms of insufficient consumption,and proposes strategies and ideas for improving the Internet travel insurance market.It also has a good practical significance for promoting the healthy and sustainable development of the Internet travel insurance market.This article is divided into five parts.The introduction part analyzes the related background of Internet travel insurance in China,combs and summarizes the related literatures on Internet travel insurance at home and abroad,expounds the research significance,research ideas and research methods,and puts forward the possible innovations and shortcomings of this paper.The first chapter is the theoretical analysis of the willingness to consume Internet travel insurance.Firstly,the related theories of consumer behavior are introduced.Secondly,the basic characteristics of Internet travel insurance consumption and consumer willingness are analyzed,and six factors affecting the willingness of Internet travel insurance consumption are summarized.The second chapter is the analysis of the status quo and problems of Internet travel insurance consumption in China.This paper analyzes the current situation of Internet travel insurance consumption in China from the perspectives of Internet travel insurance consumer market scale,product system and consumer will,and puts forward the problems existing in China's Internet travel insurance consumer market.The third chapter is the empirical analysis of the influencing factors of China's Internet travel insurance consumption willingness.The UTAUT model of the influencing factors of Internet travel insurance consumption will be constructed.On the basis of preserving the original three core variables of UTAUT model,three indicators of perceived risk,perceived trust and perceived pleasure are added.According to the variables in the model,design the corresponding questions and conduct a questionnaire survey.Then systematically analyze the questionnaire data,and empirically test the factors affecting the willingness of Internet travel insurance consumption.The study found that social impact,perceived trust and perceived pleasure have a significant impact on consumer willingness.Chapter IV,main conclusions and policy recommendations.Based on the empirical analysis results obtained in this paper,the main factors affecting the willingness of Internet tourism consumption are summarized.At the same time,based on the theoretical analysis and the current situation analysis results,the countermeasures and suggestions for improving the willingness of Internet travel insurance consumption in China are put forward.In this paper,the UTAUT model is used for the study of Internet travel insurance consumer willingness.It has certain innovation in the choice of research objects.At the same time,based on the retention of the original three core variables of UTAUT model,this paper combines the characteristics of Internet travel insurance.The three variables of perceived risk,perceived trust and perceived pleasure are innovative in research methods.