科技服務創新、服務品質與顧客口碑對消費者購買行為之影響－以駕駛行為模式基礎保險為例

本研究探討服務創新即駕駛行為模式基礎保險（Usage Based Insurance，以下簡稱UBI）、服務品質與顧客口碑對消費者購買行為之影響。採取立意抽樣方式，以台灣地區已購買T產險公司UBI保險與車險保單之消費者為研究對象，共回收有效問卷586份，研究以多元迴歸進行假說驗證。研究結果顯示服務創新、服務品質與顧客口碑與UBI保單消費者購買行為呈現顯著正向相關，同時發現產險公司服務創新也正向提高服務品質與顧客口碑。服務創新可透過服務品質及顧客口碑的中介效果影響消費者購買行為。本研究結果為保險公司提供科技服務創新功能與行銷策略上實質建議，對消費者未來商品選擇有實務意涵。

關鍵字

駕駛行為模式基礎保險；財產保險業；服務創新；服務品質；購買行為

並列摘要

This study explores the effect of service innovation, namely, Usage Based Insurance (UBI), service quality and word of mouth on consumers' purchase behavior. The questionnaires were administered to consumers who have purchased UBI and auto insurance from T insurance company in Taiwan. By using purposive sampling, this study retrieved a total of 586 effective samples. The data is analyzed through multiple regressions to test the hypotheses. The results show that service innovation, service quality, and word of mouth are significantly positively correlated with consumers' purchase behavior for UBI. We also find that service innovation enhances service quality and word of mouth. Furthermore, the study indicates the mediating role of service quality and word of mouth on service innovation and customer purchase behavior. Overall, our results provide insurer with substantial suggestions on the innovative functions of technological service and marketing strategies, which have practical implications for consumers' future product choices.