網路聲量與網路投保業績之相關分析與行銷策略設計

在數位化快速發展的今天，線上關於特定主題或品牌的討論量，即「網路聲量」，已成為影響消費者行為的重要因素。特別是在保險業，網路投保隨著科技進步和政策開放而成為越來越多消費者的選擇。本研究聚焦於網路聲量與網路投保業績之間的相關性，探討不同網路聲量特徵如何影響網路投保的銷售業績，除為網路行銷業提供新的見解，並對保險業網路投保實踐具有重要的意義。本論文研究目的包括深入分析網路聲量與網路投保業績之間的相關性，探討哪些網路聲量因素對業績影響最大，以及基於分析結果為保險業提供策略性的數位行銷建議。本研究採用意藍資訊所提供的網路聲量工具軟體OPView進行大量且系統性的資料收集和整理，預處理過後的資料進而透過相關性分析、逐步回歸模型、歸因分析，針對網路聲量指標群及網路投保業績指標群之間建構多個歸因模型，探討網路聲量與網路投保業績之間的因果關係。綜合研究結果，本研究提出了針對保險業的策略性建議，如有效管理網路聲量、提升正面聲量、降低負面影響及增強用戶參與度等，以優化數位行銷策略並增加投保業績。這些策略性建議旨在幫助保險公司利用網路平台的力量，提高品牌知名度，增強消費者信任，並最終提升網路投保的轉換率和業績表現。隨著網路環境的不斷變化和網路投保市場的迅速發展，本研究的發現對於保險業網路投保的數位行銷提供了新的策略建議。

關鍵字

網路投保；網路聲量；保險業績；歸因分析；數位行銷

並列摘要

In the rapidly digitalizing world, online discussions about specific topics or brands, known as "internet Sentiment," have become a significant factor influencing consumer behavior. This is particularly evident in the insurance sector, where online subscription has grown with technological advancements and policy relaxation. This study focuses on the correlation between internet Sentiment and online insurance sales, exploring what different characteristics of internet Sentiment affect the sales performance of online insurance. The objectives of this research include an in-depth analysis of the relationship between internet Sentiment and online insurance performance. The study utilizes the internet Sentiment analysis tool software OPView provided by eLAND Information, conducting extensive and systematic data query and collection. The preprocessed dataset is then analyzed through correlation analysis, stepwise regression models, and attribution analysis, constructing multiple attribution models between groups of internet Sentiment indicators and online insurance sales indicators to explore the causal relationships. The comprehensive results of the study lead to strategic recommendations for the insurance industry, such as effective management of internet Sentiment, enhancement of positive Sentiment, reduction of negative impacts, and increasing user engagement to optimize digital marketing strategies and improve insurance sales. These recommendations aim to leverage the power of online platforms, enhance brand awareness, strengthen consumer trust, and ultimately increase the conversion rates. As the online environment and the market for online insurance continue to evolve, the findings of this study provide new strategic insights into digital marketing for online insurance in the insurance industry.