健康行為自我效能、數位健康管理認知、產品涉入與健走型外溢保單購買意願關係之研究

The Impact of Health Behavior Self-Efficacy, Digital Health Management and Product Involvement on Pace Counting Usage-Based Insurance Purchase Intention

莊于靚(YU-JING CHUANG)

指導教授 ： 張婉玲

朝陽科技大學/管理學院/保險金融管理系/碩士(2020年)

摘要

近年來由於金融科技發展迅速，衍生出許多新型態的保險商品，外溢保單就是結合了數位科技，以及健康管理的一種新型態保險商品。本研究重點於分析消費者在決定購買健走型外溢保單時，會受到哪些因素的影響，進而推導出健康行為自我效能、數位健康管理認知與產品涉入，是否會影響健走型外溢保單購買意願。
本研究先針對健康行為自我效能、數位健康管理認知、產品涉入及購買意願做相關文獻探討，藉以奠定本研究理論基礎，並提出研究架構及研究假設，以發放問卷的方式進行調查，回收有效問卷數為303份，並以SPSS22.0版進行分析，採用信度與效度分析、敘述性統計、獨立樣本t-檢定、變異數分析、相關分析、迴歸分析與階層迴歸分析等統計方法進行分析並驗證假說。
研究結果發現健康行為自我效能對健走型外溢保單購買意願有正向影響，健康行為自我效能對數位健康管理認知、產品涉入有正向影響，數位健康管理認知、產品涉入在健康行為自我效能與健走型外溢保單購買意願中具有中介效果。最後依研究結果提出保險實務及後續研究建議。

關鍵字

健走型外溢保單 ； 購買意願 ； 健康行為自我效能 ； 數位健康管理認知 ； 產品涉入

並列摘要

In recent years, due to the rapid development of financial technology, many new types of insurance products have been derived. Spillover policies are a new type of insurance products that combine digital technology and health management.This study focuses on analyzing what factors consumers will be affected by when deciding to purchase a walking walk spillover policy, and then deduce whether health behavior self-efficacy, digital health management awareness and product involvement will affect the purchase of walking walk spillover policy Willingness.
To lay its theoretical foundation as to propose the research framework and assumptions , this study did a literature review on health behavior self-efficacy, digital health management, product involvement and Pace Counting Usage-Based Insurance purchase intention first. Its research method was to collect information by questionnaires, 303 valid questionnaires and to data processing SPSS22.0 version, analysis and using descriptive statistics, independent sample T test, one-way analysis of variance, correlation analysis, regression analysis and hierarchical regression methods of analysis and hypothesis testing.
It is finding of this research that health behavior self-efficacy have a positive impact on pace counting usage-based insurance purchase intention, health behavior self-efficacy have a positive impact on digital health management and product involvement, digital health management, product involvement has an intermediary effect on health behavior self-efficacy and pace counting usage-based insurance purchase intention. Therefore, the research findings are presented here as recommendations for insurance practice and further study.

並列關鍵字

Pace Counting Usage-Based Insurance ； Purchase Intention ； Health Behavior Self-Efficacy ； Digital Health Management ； Product Involvement

參考文獻

參考文獻

中文文獻

王景亮（2010）。人身保險商品之行銷通路選擇與產品涉入對消費者購買意願之影響。未出版碩士論文，中國文化大學，國際企業管理學系碩士在職專班，台北。

王瓊華（2010）。涉入、知覺風險與購買意願關係之研究－以護理人員專業責任保險為例。未出版碩士論文，朝陽科技大學保險金融管理系研究所，台中。

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