消費者對保險商品線上投保意願之研究

本研究採用科技接受模式（TAM）作為理論基礎，探討民眾對於線上投保保險商品的態度，並進一步分析民眾是否會因保險商品種類的不同，進而影響其使用網路購買保險商品的意願。本研究以臺灣地區的民眾作為研究對象，以便利抽樣方式於網路進行問卷發放，共發放628份，剔除無效問卷88份後，共計540份有效問卷，有效回收率為85.99%。所有資料經描述性統計、驗證性因素分析及結構方程模式等方法進行假說驗證。本研究結論如下：一、本文所建構的民眾線上投保退休金理財規劃及旅遊平安險行為模式可有效地應用於探討民眾線上投保之研究。二、在退休金理財規劃行為模式中，知覺有用性、信任、產品涉入對態度具有顯著正向影響；知覺風險對態度則具有顯著負向影響；態度、主觀規範對行為意圖具有顯著正向影響，僅知覺易用性對態度不具有顯著正向影響。三、在旅遊平安險行為模式中，知覺有用性、知覺易用性、信任及產品涉入對態度具有顯著正向影響；態度、主觀規範對行為意圖具有顯著正向影響，僅知覺風險對於態度則不具有顯著負向影響。最後本研究總結，面對保單金額較高且屬於長期型的保險商品時，或許並不適合透過網路讓民眾來自行購買；而一次性、低價的保險商品，便利、快速、有效率地解決需求是民眾的首要考量。

關鍵字

科技接受模式；線上投保意願；退休金理財規劃；旅遊平安險

並列摘要

This study used the Technology Acceptance Model (TAM) as a theoretical basis to explore the publics attitude towards different types of online insurance products. The subject of the study was the masses in Taiwan. The researcher used convenient sampling as the sampling method, a total of 628 surveys were issued, 88 invalid surveys, 540 valid surveys were collected and the effective response rate was 85.99%. The results of this study are as follows: 1. The overall behavior model of the Taiwanese people in online insurance pension financial planning and travel insurance constructed by this study fitted well in statistics and can be effectively applied to explore the research of online insurance. 2. In the behavior model of pension financial planning, perceived usefulness, trust, and product involvement have a significant positive influence on attitudes, perceived risk has a significant negative influence on attitude; attitude, subjective norm has a significant positive influence on behavior; as the perceived ease of use has no significant positive influence on attitude. 3. In the behavior model of travel insurance, perceived usefulness, perceived ease of use, trust and product involvement have a significant positive influence on attitude, attitude, subjective norm has a significant positive influence on behavior; as the perceived risk has no significant negative influence on attitude. Finally, the conclusion of this study are high insurance policies and long-term insurance products, it may not be suitable for people to buy through the internet; for one-off and low-priced insurance products, the convenient, fast and efficient solution to the demand is the primary consideration of the people.

並列關鍵字

Technology Acceptance Model ； Willingness to Insure Online ； Pension financial planning ； Travel Insurance

參考文獻

Bollen, K. A., & Stine, R. A. (1992). Bootstrapping goodness-of-fit measures in structural equation models. Sociological Methods & Research, 21(2), 205-229.

一、中文參考文獻