應用科技接受模式探討消費者對電子保單接受意願之研究：以資訊安全性為調節變數

本研究旨在探討產險消費者對電子保單接受意願的影響因素，以科技接受模式為理論基礎，並考慮資訊安全性對其影響的調節作用。本研究以產險消費者為調查對象，採用便利抽樣方式，委由產險保險業務員協助進行發放。問卷總共發出350份，排除填寫不完整及答案選項一致的問卷85份，最後回收有效問卷265份。研究結果顯示，知覺有用性與知覺易用性正向顯著影響電子保單接受意願；知覺風險負向顯著影響電子保單接受意願；資訊安全性正向顯著影響電子保單接受意願。然而本研究未證實資訊安全性在知覺有用性以及知覺易用性和電子保單接受意願之間的調節效果。但雖如此，本研究結果仍可提供保險業者在推廣電子保單時的參考，以消費者接受電子保單意願的重要性。

關鍵字

電子保單；科技接受模型；知覺風險；資訊安全性；接受意願

並列摘要

This study aims to explore the factors influencing property insurance consumers' willingness to accept electronic policies, grounded on the Technology Acceptance Model (TAM), while considering the moderating effect of information security. Property insurance consumers were surveyed using convenience sampling method, with assistance from property insurance agents. A total of 350 questionnaires were distributed, out of which 85 incomplete or consistently answered questionnaires were excluded, resulting in 265 valid responses. The results indicate that perceived usefulness and perceived ease of use positively and significantly influence the willingness to accept electronic policies. Additionally, perceived risk negatively and significantly affects the willingness to accept electronic policies. Information security has a significant positive impact on the acceptance intention of electronic insurance policies. However, this study did not confirm the moderating effect of information security on the relationship between perceived usefulness and perceived ease of use and the acceptance intention of electronic insurance policies. Nonetheless, the findings of this study still provide valuable reference for insurers in promoting electronic insurance policies, emphasizing the importance of consumer acceptance intentions.