On-Line 시장에서의 보험회사 선 결정 요소에 관한 연구

Internet websites of insurers or aggregators(independent agents or brokers) enable insurance consumers to minimize their information search costs and to save premiums through various price comparison functions. Insurance contracts through the Internet are likely based on consumers' own decision making by learning and searching information on insurance products by themselves. Therefore, analysis of the contracts purchased via Internet can reveal how premium levels and various contract features influence the consumers' own selection of insurers. The purpose of the paper is twofold: evaluation of consumers' brand loyalty and of insurers' underwriting factors; analysis of the factors influencing brand selection in auto insurance using variables represented in the contract. Results show that premiums quoted from the previous and the current(or selected) insurer, current price of car, current credit/debit points, selected insurer's marketing force(as a proxy for consumers' cognizance of brand name) are the factors influencing consumers' selection of auto insurers. Also, consumer's selection of specific insurer depends on many factors such as insured's age, surcharge, and competitive relationship with other insurers as well as the various factors mentioned above.