影響消費者網路投保意願因素之研究

網際網路的普及與科技的日益發展下，不斷衝擊金融業，加上新冠肺炎(COVID-19)疫情的升溫，不只加速了金融業的數位轉型，同時也提高了消費者對於數位金融服務的需求，於是政府及金融監督管理委員會於2021年力推「無接觸金融服務」，因應疫情期間的全民共同防疫需求，希望藉此降低消費者外出以及臨櫃交易機會。保險業方面也因此面臨數位轉型，推動網路投保服務、純網銀等數位化服務，然而，統計數據依舊顯示出網路投保業務收入的實際占比還具有很大的進步空間。因此儘管近年來探討使用網路投保意願之學者眾多，本研究認為仍應該配合數位轉型下，不斷推陳出新的網路投保政策，持續探討影響消費者利用網路投保保險商品意願之因素，找出各因素間的相關性，以利提供保險業者即時作為網路投保行銷上的參考或提供未來後續研究之用。本研究透過問卷發放的方式，分別探討產品複雜度、商品涉入、網站品質以及企業形象對於消費者網路投保保險商品意願之影響，同時分析消費者之年齡與職業對於網路投保保險商品之意願是否具有影響。經實證結果顯示成立之假設如下： 1. 職業對網路投保之意願有顯著差異 2. 年齡對網路投保之意願有顯著差異 3. 商品涉入與網路投保之意願呈顯著正相關 4. 產品複雜度與網路投保之意願呈顯著負相關綜合各項分析指出，有穩定收入來源、會主動尋求保險保障的青壯年族群依舊在網路投保上有較高的意願，而在消費者普遍都有網購經驗的情況下，網路投保意願始終無法有顯著的增長，保險業者應藉由疫情促使消費者紛紛網路投保防疫險及疫苗險的機會，加強消費者對於網路投保的印象，進而在未來沒有疫情的影響前提下，有效提升消費者網路投保的意願。

關鍵字

產品複雜度；商品涉入；網站品質；企業形象；購買意願

並列摘要

The increasing popularity of the Internet and the growing development of technology have continued to impact the financial industry. In addition, the rise of the New Coronary Pneumonia (COVID-19) epidemic has not only accelerated the digital transformation of the financial industry, but also increased consumer demand for digital financial services. The government and the Financial Supervisory Commission (FSC) will promote "no-touch financial services" in 2021 to meet the needs of the entire population during the epidemic and to reduce the chance of consumers going out and making transactions at the counter. The insurance industry is also facing digital transformation, promoting digital services such as online insurance services and pure internet banking. However, statistics still show that the actual percentage of online insurance revenue still has much room for improvement. Therefore, even though there are many scholars who have explored the willingness to use online insurance in recent years. This study believes that it is still important to continue to explore the factors that affect consumers' willingness to use online insurance products and find out the correlation between them in order to provide immediate reference for the insurance industry or for future research on online insurance marketing. This study was conducted by means of questionnaires to investigate the effects of product complexity, product involvement, website quality, and corporate image on consumers' willingness to purchase insurance products online. Conclusion of this research is as follows: 1. there is a significant difference between occupation and willingness to insure online. 2. There is a significant difference between age and willingness to insure online. 3. There is a significant positive correlation between product involvement and willingness to insure online. 4. There is a significant negative correlation between product complexity and willingness to insure online. According to the comprehensive analysis, young and middle-aged people who have stable income sources and will actively seek insurance protection still have a higher willingness to purchase insurance online. However, consumers are generally experienced in online shopping, the willingness to purchase insurance online cannot grow significantly. The insurance industry should take the opportunity of the epidemic to encourage consumers to purchase epidemic and vaccine insurance online to strengthen their impression of online insurance, so as to effectively increase consumers' willingness to purchase insurance online without the influence of the epidemic in the future.