自媒体对大学生群体购买保险行为影响分析  

The Analysis of the Influence of Self-media on the Purchase of Insurance Behavior of College Students

作　　者：周林毅 陈晓锋 ZHOU Linyi;CHEN Xiaofeng(Business College of Wuyi University,Wuyishan Fujian 354300,China)

机构地区：[1]武夷学院商学院保险学系,福建武夷山354300 [2]武夷学院商学院,福建武夷山354300

出　　处：《科技和产业》2023年第2期212-217,共6页Science Technology and Industry

基　　金：2021年度高校以马克思主义为指导的哲学社会科学学科基础理论研究项目(JSZM2021075);福建省高校哲学社会科学研究项目立项(JAS20378);福建省应用型慕课教学团队项目(SJTD201927);武夷学院创新创业慕课教学团队项目(JG201913)。

摘　　要：互联网+自媒体+保险销售成为目前各家保险公司商品传播的重要形式之一。然而利用保险排斥模型与学银在线互联网金融概论在线开放课程平台互联网金融商品的设计与改善章节问卷的184位大学生受访者样本研究发现,互联网+自媒体+保险销售模式会降低大学生对于保险自我排斥的效果,并且产生购买保险的羊群效应。因此建议互联网+自媒体+保险销售模式应该在平台上设置认识你的客户特征问卷,并且尽可能提醒客户应该注意的事项、流程,做好让客户充分了解自己购买的保险商品工作,减少保险消费纠纷,维持金融市场有序发展。Internet+media+insurance sales model have become one of the most important forms of insurance dissemination.However,the research of 184 students interviewed by the insurance exclusion model and the online open course platform of the learning internet online financial platform and the design and improvement section of internet financial products found that the Internet media insurance sales models will reduce the effect of college students on self insurance exclusion.And it produce the herd effect of buying insurance.Therefore,it is suggested that internet media insurance sales models should set identify your customer characteristics questionnaires on the platform,and it would remind customers of the matters and processes that should be paid attention to,so that customers can fully understand the work of insurance products purchased by themselves,reduce the consumption of insurance,and maintain the orderly development of financial market.

关 键 词：互联网+自媒体+保险销售 自我排斥模型 逻吉斯回归 

分 类 号：F832.48[经济管理—金融学]