摘要
"互联网+"正颠覆和重塑着中国经济格局,互联网保险借势兴起并酝酿一场"现象级"热潮。消费者的购买意愿是进一步挖掘互联网保险市场潜力的直接推动因素,以消费者的视角研究互联网保险,合理引导消费者作出购买决策对于互联网保险的发展具有十分重要的意义。以ZH财险的互联网车险客户数据和问卷调查数据进行实证分析,运用K-Means聚类技术完成客户细分,并综合TPB和TAM理论构建消费者互联网保险购买意愿新模型,运用结构方程验证该模型。基于研究结论,为互联网保险经营发展提出针对性建议。
Internet insurance has risen and brewed a“phenomenal”craze while“Internet+”is turning and reshaping China’s economic pattern.Consumer’s purchase intention is the direct driving factor to further the potential of the Internet insurance market.It is of great significance to study Internet insurance from the perspective of consumers and reasonably guide consumers to make purchasing decisions for the development of Internet insurance.Based on the empirical data of ZH Internet auto insurance customer data and questionnaire data,K-Means clustering technology was used to complete customer segmentation,and TPB and TAM theory were combined to construct a new model of consumer Internet insurance purchase intention,and the structural equation was used to verify the model.Based on the research conclusions,this paper put forward suggestions for the development of Internet insurance business.
作者
谭征
TAN Zheng(Sichuan Radio and TV University,Chengdu 610073,China;Sichuan Huaxin Modern Vocational College,Chengdu 610107,China)
出处
《重庆理工大学学报（自然科学）》
CAS
北大核心
2019年第2期198-207,共10页
Journal of Chongqing University of Technology：Natural Science
基金
国家自然科学基金面上项目(71671144)
