我国网购退货运费险消费意愿的调研报告

发布时间：2018-04-28 01:14

本文选题：退货运费险 + 消费意愿　；参考：《首都经济贸易大学》2017年硕士论文

【摘要】：随着电子商务的快速发展,网络购物已成为人们日常生活中非常重要的一种购物方式。为了满足广大网络购物者的退货需求,华泰保险公司于2010年推出了一款借助于电子商务销售的创新型保险产品——淘宝退货运费险。该险种的推出有效解决了网购交易中可能因为退货而引发的纠纷,所以该产品一经推出就受到了广大消费者的青睐。但退货运费险作为一种新产品,也存在许多问题,比如险种单一,只保单程,引发不理性消费,缺少透明度等。所以,为了完善退货运费险保险市场,进一步研究退货运费险显得十分重要。本论文研究的目的是从消费者需求的角度,通过调研数据来探讨我国网购消费者对退货运费险消费意愿的影响因素。本调研主要从消费者的基本信息、网购习惯、对退货运费险的认知、消费意愿以及接受度四个方面进行调研,并使用有序Logistic回归模型进行实证分析。研究结果表明性别、年龄、个人月收入、网购习惯、对退货运费险的了解程度等因素对退货运费险有显著影响。并从注重保费差异性设计、扩大承保范围、拓宽销售渠道、完善理赔程序四个方面提出意见和建议来提高消费者对退货运费险的消费意愿。
[Abstract]:With the rapid development of electronic commerce, online shopping has become a very important way of shopping in people's daily life. In order to meet the demand of the vast number of online shoppers, Huatai Insurance Company launched an innovative insurance product, Taobao return Freight Insurance, which was sold by means of e-commerce in 2010. The introduction of the insurance effectively resolves the disputes caused by the return of goods in the online purchase transaction, so the product has been favored by the majority of consumers once it is launched. However, as a new product, there are many problems, such as single insurance, only policy process, irrational consumption, lack of transparency and so on. Therefore, in order to improve the return freight insurance market, it is very important to further study return freight insurance. The purpose of this paper is to explore the influencing factors of consumer's willingness to return freight insurance through the survey data from the point of view of consumer demand. This research mainly from the consumer's basic information, online shopping habits, the return of freight insurance awareness, consumer willingness and acceptance of four aspects, and use an ordered Logistic regression model for empirical analysis. The results show that gender, age, personal monthly income, online purchase habits, and the degree of understanding of return freight insurance have a significant impact on return freight insurance. The author also puts forward some suggestions from four aspects, such as paying attention to the design of premium difference, expanding the scope of underwriting, widening the sales channel and perfecting the procedure of settlement of claims, in order to improve the consumer's willingness to spend on the return freight insurance.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;F842.6

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