The Survey On Consumer Purchase Intention Of K Bank Insurance Business

Bank insurance as a new concept of insurance,in the financial system,embodies the strong combination between of banks and insurance companies.Banks as a higher degree of trust in financial institutions,first it can eliminate the negative impact from the personal insurance market,and also improve the image of the insurance industry;The extensive distribution of bank branches,equivalent to the extension of the insurance company,and has brought them a huge customer source and benefit.Finally,compared with the agent system of insurance business and network insurance,the bank’s risk management system is relatively sound,greatly reducing the insurance company’s moral hazard and operational risk.And for banks,the bank insurance business has brought a wealth of intermediary business income for them.With the growing of the industry,regulators pay more and more attention to the healthy development of bank insurance.Since the regulatory authorities have increased the intensity of supervision,bank insurance products face the crisis from long-term protection products’ strategic transition.This product transformation greatly increased the difficulty of bank sales business.Based on the bank insurance business of K Bank and the perspective of consumers,this paper quotes the research results of domestic and foreign scholars in some points,and makes an empirical study on the influencing factors of K bank consumer insurance purchase behavior.Through the data analysis,and finally put forward a number of opinions and suggestions on the development of K bank insurance business.After reading a large number of domestic and foreign literature,in this paper,I design a questionnaire system,through the pre-research,and use the factor analysis to analyze insurance awareness,risk awareness,security,future security considerations and Investment direction this six dimensions,and then examine the validity and reliability of the questionnaire,so as to adjust and improve the indicators,and ultimately the formation of a large sample of the questionnaire.Through the data collection of large sample questionnaire,this paper uses the factor analysis method to analyze the six dimensions of the questionnaire,and then use logistic regression analysis with other significant variables,and finally draws the significant influencing factors of consumers’ willingness to buy bank insurance.The results show that economic fundamentals,future safeguards,insurance awareness,risk appetite and consumer experience have a significant impact on consumer bank purchase intention.Finally,according to the conclusions of the data analysis,with the environment and thesituation combined with the K bank,put forward some comments and suggestions to the bank insurance products.