Research on Consumer Acceptance of Life Insurance E-Commerce Channels

随着互联网技术的飞速发展，人寿保险也逐渐涉足电子商务渠道。在探讨消费者对人寿保险电子商务渠道的接受度时，通过分析相关理论及现状，从个人、产品、渠道、社会环境等方面探讨影响接受度的因素。实证研究采用问卷调查等方法，得出关键因素。结合案例分析，提出提高接受度的策略，包括加强保险教育、创新产品设计、优化渠道体验及完善监管环境等，以促进人寿保险电子商务渠道的健康发展。With the rapid development of Internet technology, life insurance has gradually become involved in e-commerce channels. In the discussion of consumers’ acceptance of life insurance e-commerce channels, through the analysis of relevant theories and current situation, we discuss the factors affecting the acceptance of consumers from the aspects of individuals, products, channels, social environment and so on. The empirical study uses questionnaires and other methods to obtain the key factors. Based on the case analysis, strategies to improve acceptance are put forward, including strengthening insurance education, innovating product design, optimizing channel experience and improving regulatory environment, so as to promote the healthy development of e-commerce channels of life insurance.