《保险研究》20200104-《“互联网+”模式下居民投保意愿影响因素研究——以互联网旅游意外险为例》（王冬妮）

［摘   要］本文基于技术接受和使用整合(UTAUT)理论,构建了“互联网+”模式下居民保险投保意愿的分析框架,并且以互联网旅游意外险为例,运用二元Logistic模型对居民投保意愿的影响因素进行了实证研究,发现网站访问速度、服务有用性、知识能力、媒体宣传、信息有用性和个人信息安全等变量都对互联网旅游意外险投保意愿有显著影响。在此基础上,有针对性地提出居民投保意愿的提升策略。

［关键词］互联网保险；UTAUT理论；投保意愿；旅游意外险；Logistic回归

［作者简介］王冬妮,对外经济贸易大学金融学博士,中国银行保险监督管理委员会、北京大学经济学院联合培养博士后。

A Study on Influencing Factors of Willingness to Purchase for Insurance under “Internet +” Mode- With Online Travel Accident Insurance as Example

WANG Dong-ni

Abstract：Based on the Unified Theory of Acceptance and Use of Technology (UTAUT) ，this paper constructed an analytic framework of residents′ willingness to purchase online insurance under the Internet+ model. On this basis,we took the online travel accident insurance as an example and made an empirical research on the main factors affecting residents′ wiliness to purchase insurance using the Logistic regression model. It discovered that website access speed,usefulness of service,knowledge and capability,media promotion，usefulness of information and personal information security all had significant impacts on the willingness to purchase. Based on the research conclusions,this paper put forward some proposals to improve residents′ willingness for purchasing online travel accident insurance.

Key words：online insurance;UTAUT;willingness to purchase;travel accident insurance;Logistic regression