Research On The Influencing Factors Of Consumers’ Willing Nesstoapply For Insurance Under The "Insurance Livebroadcast" Mode

In recent years,with the rapid development of the Internet and the 5G technology,the number of mobile Internet users in China has shown rapid growth,the "live streaming" has become a hot topic that has attracted much attention,and the "live streaming with goods" model came true.Since 2020,insurance companies and related institutions have begun to use live streaming for insurance marketing,and have achieved gratifying results.For example,Huaxia Life has achieved a premium turnover of more than 400 million yuan through live streaming.By studying the influencing factors of consumers’ willingness to purchase insurance under the "insurance streaming" mode,this thesis aims to put forward feasible suggestions for the further development and improvement of insurance streaming marketing.Based on this research purpose,this thesis starts from the perspective of the three characteristic elements of e-commerce live streaming,combines the research results of existing literature,obtains data through questionnaire survey and conducts empirical analysis,and studies the three major elements of anchors,products and scenarios,as well as the influence mechanism of risk perception on consumers’ willingness to be insured.The empirical results show that seven factors,including gender,monthly disposable income,education level,anchor professionalism,live-stream interaction,product development company popularity and product purchase convenience,have significant positive impact on consumers’ willingness to purchase insurance in the streaming channel,while two factors,such as the risk of monetary loss and the risk of claims,have significant negative impact on consumers’ willingness to be insured in the streaming channel.Based on these empirical results,this thesis puts forward two optimization suggestions.First,at the regulatory level,relevant regulatory authorities should improve the laws and regulations related to insurance live streaming as soon as possible,clarify the legal responsibilities and obligations of relevant entities in insurance live streaming,strictly supervise the qualifications of live streaming,and standardize live streaming marketing behavior.Second,from the perspective of insurance companies,they should pay attention to the professional training of anchors,improve service quality,strengthen brand image,and carry out targeted marketing and publicity for different groups of people.These suggestions will provide reference and help to promote the development of insurance live streaming.