純網路銀行購買保險之購買意願—以LINE BANK為例

近年台灣在金融創新改革下開放純網路銀行設立，最終取得營業執照分別為：樂天國際商業銀行（RAKUTEN BANK）、連線商業銀行（LINE BANK）與將來銀行（NEXT BANK）。本研究除探究純網路銀行定義、特性與國內三家概況以及金融生態圈，也於國內純網路銀行正式開業前，蒐集499份有效問卷，探討熟悉網路銀行、信任、網路不確定性、知覺易用性、知覺有用性、相對優勢、品牌熟悉度與個人屬性，以及消費者是否使用網銀與網投與否作為研究變數；另外，本論文也將純網路銀行與LINE BANK之購買保險意願作為被解釋變數，進行卡方檢定、T檢定、單因子變異數分析及羅吉斯回歸等分析，以驗證國內純網銀潛在消費者對其購買保險之意願概況、個人屬性、影響因素以及後兩者間的關係。綜合實證結果中顯示：逾六成消費者願意以純網路銀行與LINE BANK購買保險，且30至39歲、無子女、碩士以上、相對優勢、使用網投與否皆為最顯著正相關影響其意願，網路不確定為最顯著負相關影響。冀望本論文之研究成果提供純網銀銷售保險商品之參考依據，進而增進普惠金融之發展。

關鍵字

純網路銀行；網路投保；購買意願；連線商業銀行；消費者行為

並列摘要

In recent years, Taiwan has approved the establishment of Internet-only bank during the financial innovation reform policy. Until 2021, the three business licenses of Internet-only bank are obtained by RAKUTEN BANK, LINE BANK and NEXT BANK. The purpose of this study is to investigate the possible factors on consumers’ insurance purchase intention of internet-only bank. This study collected 499 valid questionnaires online before the official opening of the domestic Internet-only bank. We use some information from questionnaires including online banking, trust, online uncertainty, perceived ease of use, perceived usefulness, relative advantage, brand familiarity, personal attributes, and both of whether to use of online banking and online insurance as independent variables. Furthermore, the insurance purchase intention of Internet-only bank and LINE BANK insurance is used as the dependent variable. The empirical results show that more than 60% of consumers are willing to purchase insurance with Internet-only bank and LINE BANK., Moreover, the consumers who are aged between 30 to 39 years old, no children, master's degree or above, relative advantage, and whether to use online insurance are the positive impact on the insurance purchase intention by Internet-only banks. In contrast, Internet uncertainty is the most significant negatively correlated to the purchase intentions. Wish the mpeirical results of this study can provide the reference to Internet-only banks enact their insurance business strategies and product planning for promoting the development of the insurance industry in Financial Inclusion.