互联网+时代车险用户消费行为演变及驱动因素研究

Research on the Evolution and Driving Factors of Auto Insurance Users'Consumption Behavior in the Internet+Era

随着互联网技术的飞速发展,传统保险行业正在经历着前所未有的变革,车险行业也在互联网的推动下,尤其是综改施行后,发生翻天覆地的效率提升和模式创新,车险“降价、增保、提质”的阶段性目标得以实现,更多消费者享受到了车险综改的红利,互联网+时代为车险行业带来了新的机遇和挑战,也影响并改变着车险用户的消费行为。本文针对新时代背景下的车险用户消费行为变化和驱动因素开展研究,旨在助力险企深入洞察了解客户、提升精准获客能力。本文中先综述现有研究现状,明确研究必要性;再提出假设,设计UTAUT模型与logistic回归分析模型;开展描述性统计、相关性分析,结果显示对用户消费行为产生显著影响的驱动因素包括感知因素、社会影响和期望努力。最后分别从政府监管、保险公司和消费者三个方面提出增强当前时代背景下车险用户消费行为的改进对策。

With the rapid development of Internet technology,the traditional insurance industry is undergoing unprecedented changes,and the auto insurance industry is also driven by the Internet,especially after the implementation of the comprehensive reform,earth-shaking efficiency improvement and model innovation have occurred,and the phased goal of"price reduction,insurance increase,and quality improvement"of auto insurance has been realized,and more consumers have enjoyed the dividends of the comprehensive reform of auto insurance,and the Internet+era has brought new opportunities and challenges to the auto insurance industry,and has also affected and changed the consumption behavior of auto insurance users.This paper examines the changes and driving factors of auto insurance users'consumption behavior in the new era,aiming to help insurance companies gain in-depth insight into customers and improve their ability to accurately acquire customers.In this paper,the existing research status is reviewed and the necessity of research is clarified.Then,hypotheses were proposed,and the UTAUT model and logistic regression analysis model were designed.Descriptive statistics and correlation analysis showed that the driving factors that had a significant impact on users'consumption behavior included perceived factors,social influences,and desired efforts.Finally,from three aspects:government supervision,insurance companies and consumers,the improvement countermeasures to enhance the consumption behavior of auto insurance users in the current era are proposed.