标题： 保险购买行为的演变：对波兰在线渠道采用的实证研究 显示英文标题

标题： The evolution of insurance purchasing behavior: an empirical study on the adoption of online channels in Poland

摘要： 本文探讨了波兰消费者如何适应在线保险购买渠道以及影响其偏好的因素。 基于对100名具有不同人口统计特征的受访者进行的结构化调查，该研究探讨了购买频率、渠道使用、价格敏感性、信任度和决策行为。 结果显示，消费者明显转向数字工具，许多消费者重视在线平台的速度、便利性和透明度，尤其是在简单保险产品方面。 然而，仍存在障碍，包括对数据安全的担忧、缺乏个人指导以及难以理解保单条款。 一种混合模式正在形成，其中在线工具用于研究和比较，而传统代理人则在复杂决策时被咨询。 受访者强调了信任和个人接触的重要性，表明情感和心理因素在数字采用中仍然发挥作用。 价格是主要的决策因素，但许多消费者也优先考虑服务质量和可靠性。 该研究结论认为，保险公司应投资于用户友好的数字体验，同时保持人工支持选项。 建议采取战略性的全渠道整合，以满足多样化的客户需求并减少数字排斥。 本研究的局限性包括样本量较小以及专注于波兰市场。 未来的研究应调查人工智能在数字分销中的作用，按保险类型细分偏好，并分析不同地区或年龄组的趋势。 本文为理解数字化转型中的保险分销和消费者行为提供了实证价值。 显示英文摘要

摘要： This paper examines how Polish consumers are adapting to online insurance purchasing channels and what factors influence their preferences. Drawing on a structured survey of 100 respondents with varied demographic profiles, the study explores purchasing frequency, channel usage, price sensitivity, trust, and decision-making behaviors. Results indicate a clear shift toward digital tools, with many consumers valuing the speed, convenience, and transparency of online platforms, particularly for simple insurance products. However, barriers remain, including concerns about data security, lack of personal guidance, and difficulty understanding policy terms. A hybrid model is emerging, where online tools are used for research and comparison, while traditional agents are consulted for complex decisions. Respondents emphasized the importance of trust and personal contact, showing that emotional and psychological factors still play a role in digital adoption. Price was the dominant decision factor, but many consumers also prioritized service quality and reliability. The study concludes that insurers should invest in user-friendly digital experiences while maintaining human support options. Strategic omnichannel integration is recommended to meet diverse customer needs and reduce digital exclusion. Limitations of the study include a modest sample size and focus on the Polish market. Future research should investigate the role of AI in digital distribution, segment preferences by insurance type, and analyze trends across different regions or age groups. This paper adds empirical value to the understanding of insurance distribution and consumer behavior in digitally transforming financial markets.