保险科技与消费者行为研究——基于UTAUT2模型

Research on Insurtech and Consumer Behavior——Based on UTAUT2 Model

随着网络科技的发展,保险科技逐步融入人们的生活,网络保险已然成为不容忽视的市场。该研究旨在探讨影响消费者接受网络保险的关键因素。通过对UTAUT2模型扩展加入3个要素:个人创新性、信任和隐私问题,构建新的框架,为我国保险科技发展提供了理论依据。研究成果有助于充分了解消费者购买网络保险的行为意图,加速我国互联网保险行业的高质量发展。

With the development of network technology,insurtech has gradually integrated into people’s life,and network insurance has become a market that can not be ignored.The purpose of this study is to explore the key factors affecting consumers’acceptance of online insurance.By extending the UTAUT2 model and adding three elements:personal innovation,trust and privacy,this paper constructs a new framework,which provides a theoretical basis for the development of insurtech in China.The research results will help to fully understand the behavioral intention of consumers to buy online insurance and accelerate the high-quality development of China’s Internet insurance industry.