兩岸網路購物保險差異之分析

隨著網路科技的蓬勃發展，電子商務來臨消費者的購物習慣隨之變遷，網路購物的頻率逐年增加，而保險公司針對此開發相關商品，大陸保險公司發展較台灣快速，本研究對於兩岸的網路購物保險進行比較探討。本研究整理國內外網路購物相關文獻及其險種所產生之相關風險，因兩岸網路購物保險發展狀況不同，利用問卷方式了解網路購物保險對於背景變數之影響並探討兩岸對於網路購物保險接受度，比較大陸及台灣網路購物保險險種，分析兩岸購物保險險種之差異及所面臨之問題。問卷調查透過單因子變異數分析及羅吉斯迴歸，單因子變異數分析結果顯示：一、網路購物頻率及購物類型兩岸性別對於網購頻率皆呈現顯著，而台灣年齡、婚姻狀況、教育程度、居住地區對於網路購物頻率呈現顯著，大陸皆不顯著。二、退貨運費險接受度兩岸性別對於退貨頻率皆呈現顯著，大陸對於賣家提供退貨運費險的購買意願亦呈現顯著，其他皆不顯著。三、網購郵包險接受度台灣以性別、平均每月收入對於損壞頻率；台灣以年齡、婚姻狀況、教育程度、居住地區對於合作公司以購買網購郵包險皆呈現顯著，大陸無顯著。四、真品險接受度大陸以年齡、台灣以平均每月收入對於網購中收到假貨呈現顯著，台灣以婚姻狀況對於賣家已購買真品險購買意願呈現顯著。羅吉斯迴歸結果發現台灣年齡在31-40歲在網路購物的頻率較低，但當賣家提供退貨運費險即提升購買意願。台灣所得在70001元以上對於快遞公司已購買網購郵包險即降低購買意願，但賣家已購買真品險即增加購買意願。相對而言，中國大陸因收集樣本數不夠大量，導致迴歸結果皆不顯著。建議台灣的產物保險公司可推出更多網路購物相關險種，真品險應由第三方合作的鑑定公司，而網路購物平台也可與保險公司合作推出網路購物相關險種。

關鍵字

退貨運費險；真品險；網購郵包險；網路購物運費損失保險

並列摘要

With the rapid development of internet technology, the shopping habits of electronic commerce consumers have changed. As the frequency of online shopping has increased recently, the online shopping disputes between buyers and sellers also increased. Thus, the insurance companies developed related online shopping insurance products. The development of online shopping insurance in mainland China is faster than in Taiwan. The purpose of this study is to investigate the difference of online shopping insurance between Taiwan and China. This study compares the online shopping insurance types of the China and Taiwan, and analyze the differences between the cross-strait shopping insurance types and the problems they face. We also use ANOVA and logistic regression to analyze the data which is collected by the questionnaire. The empirical results are shown as the following. 1.The gender plays an important role on the frequency of online shopping in Taiwan and China. The variables including the age, marital status, education, and residential area have a significant on frequency of online shopping in Taiwan, but not in China. 2.Acceptance of insurance of return freight The gender plays an important role on the acceptance of return freight insurance on the cross-strait. If the sellers provide return freight insurance, the consumer in China will increase their the willingness to online shopping. 3.Acceptance of insurance of online shopping parcel The gender and average monthly income have the significant impact on the frequency of damage in Taiwan. Furthermore, the variables including the age, marital status, education, and residential area have the significant impact if the companies purchase insurance of online shopping parcel. But there is no significant factor in China. 4.Acceptance of insurance of genuine The gender variable in China and the average monthly income variable in Taiwan are significant for the receipt of fakes in online shopping. The variable marital status in Taiwan is significant for the seller’s willingness to purchase insurance of genuine. Based on the logistic regression, the empirical results showed that the Taiwan’s consumers with the age between 31-40 years old are less frequently having the online shopping. However, when the seller provides insurance of return freight, they will increase the willingness to purchase online. Taiwan’s consumers with their income more than 70001 NT reduce the willingness to purchase if the courier company has purchased online shopping insurance. But if the seller has purchased insurance of genuine, they will increase the willingness to purchase the luxury online. There is no significant factors in China sample because of the limited sample size. Based on our empirical results we recommended no-life insurance companies can launch more online shopping-related insurance. Furthermore, it should be developed by third-party identification companies for the insurance of genuine.