소비자의 보험 판매 채널 전환 의도에 관한 연구: 보험 상품 비교 추천 서비스를 중심으로

In the domestic insurance industry, competition in insurance sales has intensified due to the expansion of structural economic volatility, which has led to limitations in growth. Through COVID-19, the level of digital transformation in insurance has improved, but it has not led to strengthening competitiveness through transformation of business models. And digital insurance companies are in a deficit and have faced limitations in expanding their business models. Accordingly, efforts have been made to solve various tasks such as upgrading digital transformation, revitalizing digital insurance, and protecting financial consumers. The platform insurance product comparison and recommendation service for this purpose is a service that allows you to compare online insurance products from multiple insurance companies and easily sign up for them through a platform operated by 11 fintech companies designated by the Financial Services Commission as innovative financial service providers. It is expected that services through this platform will promote competition among insurance companies and improve consumer convenience. This service mainly allows insurance that is closely related to daily life, such as actual cost insurance, automobile insurance, short-term insurance (travelers, fire insurance), and savings insurance (excluding pensions) that many people subscribe to. It is expected that you will be able to sign up at a low cost through platform comparison recommendations. Financial products show intangibility and heterogeneity, and it is difficult for consumers to perceive them accurately and make decisions. As the launch of the service is imminent and empirical research is lacking, this study sought to investigate factors affecting conversion intention according to Push-Pull-Mooring factors based on the PPM model. According to this study, it was verified that positive factors for insurance product comparison recommendation services and negative factors for existing insurance are important factors in service switching, and it was verified that switching costs that hinder switching did not affect switching intention. This reflects the characteristics of the financial service. Existing research does not use the same service because it involves a complete conversion. However, finance rarely uses only one service, and instead uses multiple services depending on purpose and need Additionally, it can be seen that switching to a new environment is not considered due to the uncertainty of a new service. It presents implications for operating insurance companies and sales channels following the launch of new services. Insurance has a high structural complexity because it reflects the rapidly changing economic and social environment and is tailored to individual circumstances. According to previous studies, the insurance sales channel was focused on insurance companies, but this study allows comparative analysis focusing on consumers through platform service.