消費者對保單健檢行為意圖之研究

隨著大眾對保險理財規劃的需求增加，以及健保法規的調整，民眾的保單內容也應隨時進行審視與調整，因此近年興起的保單健檢對保險消費者實有其必要性。本研究以保險消費者為研究對象，並針對消費者的信任、產品知識及知覺價值等因素對於消費者對保單健檢的態度與意圖的影響。正式問卷共回收618份，有效問卷回收率為86%，並以PLS進行問卷資料之統計分析。結果顯示保險消費者的信任及知覺價值皆對態度及行為意圖產生正向的影響；產品知識則對態度與行為意圖沒有影響。根據研究結果與結論提出相關之建議，為能更順利推行保單健檢，建議保險相關業者應建立更正確、更及時的保險相關資訊，獲致民眾對於保險從業人員的信任，提升民眾對於保單健檢的瞭解程度，以利未來保單健檢的推廣與落實。

關鍵字

保險；保單；信任；產品知識；知覺價值

並列摘要

As the increasing requirement for insurance and money management as well as the adjustment of health insurance regulations, the contents of the insurance policy also must to be reviewed and adjusted for the public by the current situations. As a result, the integrated policy analysis of insurance is more necessary for the consumers in recent years. The objects of this study were the insurance consumers. And through the investigation, we want to explore the trust, product knowledge and perceived value how to affect the attitude and intention for the integrated policy analysis of insurance of this consumers. After the totally 618 questionnaire were acquired , the effective recovery rate was 86%. From the analysis result of the questionnaire by PLS2.0, it showed that the trust and perceived value had a positive effect on the attitude and intentions of these consumers, while the product knowledge had no effect on both of that. According to the results and conclusions, it was suggested that the insurance company and insurance sales could create more accurate and more real-time information of insurance to get the trust from consumers, and enhance the consumers to be more familiar with the integrated policy analysis of insurance in order to entirely implement the concept of it in the future.