基于感知价值理论的互联网保险投保意愿影响因素研究

发布时间：2018-01-19 04:29

本文关键词： 互联网保险感知价值投保意愿营销建议　出处：《湖南大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着互联网和电子商务的发展,互联网已经成为保险公司的一种新兴并且非常有市场潜力的保险营销渠道。据2016年中国保险行业协会发布的《互联网保险行业发展报告》统计,2011年至2015年,我国经营互联网保险业务的公司从28家上升至110家,经营互联网保险的公司数量年均增长达46%。但是互联网保险的保费收入在保险公司的总保费收入的占比仍然很低,这反映出互联网保险的受众的比例仍然很小,互联网保险想要取得更快的发展,还有很多问题需要解决。基于此,本研究着重研究互联网保险投保的影响因素,并提出相应的营销策略改善建议,希望进一步推动互联网保险的发展。本研究对相关文献进行了研究和梳理,提出研究模型。研究模型以感知价值理论为基础,包括感知利益、投保成本和感知风险等因素。研究通过发放调查问卷的方法,收到投保过互联网保险的有效问卷份665份,运用SPSS和AMOS软件对问卷进行实证分析,对理论模型进行拟合分析,并对假设进行了检验。结果显示:在感知价值的影响因素中,起到主要作用的是感知风险,其次是感知利益,最后是投保成本。在互联网环境下,感知利益、投保成本、感知风险和感知价值都对消费者的投保意愿产生一定的直接或间接影响。其中,对购买意愿的直接影响程度最强的因素是感知价值,感知利益和感知风险对投保意愿总的影响程度较高,而投保成本对投保意愿的影响程度最弱。
[Abstract]:With the development of Internet and e-commerce. The Internet has become an emerging and highly marketable insurance marketing channel for insurance companies. According to the report on the Development of the Internet Insurance Industry released by the China Insurance Industry Association in 2016. From 2011 to 2015, the number of Internet insurance companies in China rose from 28 to 110. The number of companies operating Internet insurance is growing at an average annual rate of 46%, but the share of premium income from Internet insurance in the total premium income of insurance companies is still very low. This reflects that the proportion of Internet insurance audience is still very small, Internet insurance to achieve faster development, there are still many problems to be resolved. Based on this, this study focuses on the impact of Internet insurance factors. And put forward the corresponding marketing strategies to improve the hope to further promote the development of Internet insurance. This study of the relevant literature research and comb the research model. The research model based on the theory of perceived value. Including perceived benefits, insurance costs and perceived risk factors. Through the method of questionnaire, 665 valid questionnaires were received. Using SPSS and AMOS software to analyze the questionnaire, fitting the theoretical model and testing the hypothesis. The results show that: in the impact of perceived value factors. The main role is perceived risk, followed by perceived interest, and finally the cost of insurance. In the Internet environment, perceived interest, insurance costs. Perceived risk and perceived value have a certain direct or indirect impact on the consumer's willingness to insure. Perceived interest and perceived risk have a higher degree of influence on the total intention of insurance, while the cost of insurance has the weakest effect on the intention of insurance.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F842.6;F724.6

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