DOI: 10.36347/sjebm.2019.v06i09.002

Pages: 452-459

China's Internet insurance is booming, but in recent years there has been an imbalance between supply and demand in the market. Our research team tried to explore the factors affecting Internet insurance demand from the perspective of consumers, and proposed relevant improvements to promote the development of the Internet insurance industry. This paper intends to find out the factors which cast significant influences on the willingness of consumers to buy Internet insurance. We selected 474 valid questionnaires from 27 provinces in China, and analyzed variables from 5 dimensions using Proibt model. The research result shows that factors like the frequency of online-shopping, experience of freight insurance purchase, the popularity of insurance companies, the complexity of purchase process, product price and innovation of on-line insurance products affect consumers’ decisions. Therefore, we are trying to provide meaningful reference and suggestions for the further development of Internet insurance.