Research on the Relationship between the Use Factors and Use Intentions of Internet Policyholders in China: Based on the Technology Acceptance Model

다국어 초록 (Multilingual Abstract)

Recently, in the Chinese industry, the continuous integration of “internet +” and traditional industries has led to the rapid development of internet insurance, which has exerted a far-reaching impact on China’s national economy. In this study, based on the technology acceptance model (TAM), through the analysis of the use factors of internet policy holders, provides useful basic information for the establishment of the competitiveness enhancement strategy of China’s internet insurance companies. This study introduces the risk perception and trust perception of Chinese internet insurance policy holders and analyzes the influencing factors of their use intention. For the purpose of this study, AMOS 23.0 structural equation software was used for empirical analysis. and it verifies the rationality of the research hypothesis and research model. The results show that perceived risk and perceived trust affect perceived usefulness and perceived ease of use. Moreover, perceived ease of use and perceived usefulness also have a certain impact on the use intention of chinese internet policy holders. This study suggests that, instead of providing consistent services for internet policy holders in China, it is better to make clear the necessity of differentiated service strategies suitable for the characteristics of internet policy-holders, so as to enhance the use satisfaction of internet policy-holders.

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