摘要
我国保险经营正经历着“互联网+”的重要转型,投保人购买意愿是进一步挖掘保险经营潜力的关键因素,以消费者的视角研究保险购买行为,探索消费者做出决策的影响因素对我国保险行业的改革与发展有重要的意义。而区块链由于可以解决保险交易过程中的信息与信任问题,在保险行业有巨大的应用前景。文章综合TPB和TAM对消费者购买意愿进行建模,以结构方程模型为研究方法验证模型,最终基于研究结论,以区块链为工具,对我国保险经营提出针对性的建议。
China’s insurance business is undergoing an important transformation of“Internet+”.The willingness of policyholders to buy is a key factor to further tap the potential of insurance operation.Studying insurance purchase behavior from the perspective of consumers and exploring the influencing factors of consumers’decisions are of great significance to the reform and development of China’s insurance industry.Blockchain has great application prospects in the insurance industry because it can solve the problem of information and trust in the insurance transaction process.This paper combines TPB and TAM to model consumers’willingness to buy,and uses the structural equation model as the research method to verify the model.Finally,based on the research conclusions and blockchain as the tool,it puts forward targeted suggestions for China’s insurance business.
作者
古晔旎
邓雨昕
崔智超
Gu Yeni;Deng Yuxin;Cui Zhichao(Tianjin University of Technology,Tianjin,300380)
出处
《市场周刊》
2022年第8期101-105,共5页
Market Weekly
基金
大学生创新创业训练计划项目(202010060080)。
关键词
购买意愿
结构方程模型
区块链
计划行为理论
purchasing willingness
structural equation model
blockchain
the theory of planned behavior
