摘要
互联网保险发展环境下,消费者对网络保险的购买意愿成为影响网络保险消费行为的决定性因素之一。本文采用调查问卷的方式,对950名受访者进行了网络财产保险消费意愿的调查,在计划行为理论(Theory of Planned Behavior,TPB)框架下,针对消费者购买网络财产保险意愿进行研究,运用二元Logistic回归模型的方法,对影响消费者购买网络财产保险意愿的主要因素进行实证研究,发现消费者对网络保险的感知价值、网络保险的购买便利性、消费者个人收入水平、网络保险的信誉度与知名度和消费者对网络保险的风险感知程度对购买意愿有着显著的影响。在此基础上,提出了提高消费者购买网络保险意愿的建议,以促进网络保险的健康发展。
Under the environment of Internet insurance development, consumers＇ willingness to purchase （WTP） has become one of the decisive factors influencing consumer behaviors towards Internet insurance. By the method of questionnaire, we conducted a survey on WTP for Internet insurance among 950 persons. Based on the framework of the theory of planned behavior （TPB） and using the method of Logistic regression model, the authors made an empirical research on the main factors affecting consumer WTP for Internet insurance. It discovered that consumers＇ perceived value, the convenience for purchasing Internet insurance, consumer income, Internet insurance＇ s credibility and visibility, and the perception of risk for Internet insurance had significant impacts on the willingness to purchase. On this basis, the authors put forward some proposals to improve consumer WTP for the Internet insurance,in order to promote the latter＇ s healthy development.
出处
《保险研究》
CSSCI
北大核心
2014年第7期51-60,86,共11页
Insurance Studies
基金
中国人民财产保险股份有限公司2013年度灾害研究基金项目"网络保险营销渠道研究"(项目编号:2012E08)
对外经济贸易大学研究生科研创新基金项目(项目编号:201434)资助
