影響消費者於純網路保險公司投保意願因素之研究

科技與網際網路快速發展，加上Covid-19疫情的影響，加速保險業數位轉型，越來越多創新金融數位服務出現，如網路投保、遠距投保、理賠聯盟鏈等保險服務，為台灣保險業展開新的篇章。2022年金管會借鑑國外純網路保險公司之運作與經營，開放設立純網路保險公司之申請，其運作模式與傳統保險公司不同的地方在於所有保險服務皆在線上進行，並無專人提供實體服務。根據保發中心公布之網路投保業務統計資料，發現網路投保之保費收入並不如預期，因此本研究欲探討消費者對於純網路保險公司投保之意願，透過網路問卷形式進行發放，並以體驗行銷、科技接受模型、知覺風險、企業形象及產品複雜度等五大構面進行研究。實證研究後發現，當消費者網路投保體驗感受高及對純網路保險公司接受度愈高，其於純網路保險公司投保意願也會提高，但消費者仍會擔心網路資安的問題，因此網路資安會間接影響投保意願與接受度；因工作因素較常接觸金融相關資訊的金融業者，相較於其他行業的消費者對純網路保險公司投保之意願較高；相較於青壯年，中高齡者較不願意於純網路保險公司投保，因保險商品特質導致其於純網路保險公司投保意願較低。

關鍵字

體驗行銷；科技接受模型；知覺風險；企業形象；產品複雜度；純網路保險公司；投保意願

並列摘要

The rapid development of technology, Internet and the impact of Covid-19 have accelerated the digital transformation of the insurance industry. More and more innovative financial digital services, such as online insurance, remote insurance, claims alliance chain and other insurance services have transformed Taiwan's insurance industry. In 2022, the Financial Supervisory Commission learned from foreign pure online insurance company’s experiences and opened the application to establish pure online insurance company. Different from traditional insurance companies, all insurance services are provided online, and no specialist is assigned to provide customer service. According to the Insurance and Development Center's statistical data, online insurance premiums are not as high as expected. Therefore, this study aims to explore consumers' willingness to purchase insurance from pure online insurance company by online questionnaires. In this study, five dimensions are examined: experiential marketing, technology acceptance model, perceived risk, corporate image, and product complexity. Studies have found that the higher degree of online insurance experience that consumers have, the higher the acceptance for pure online insurance companies and their willingness to purchase insurance from pure online insurance company. However, consumers would still have concern for network security, so it will indirectly affect the willingness and acceptance to purchase online insurance. Compared with consumers in other industries, working in financial sector who have more access to financial-related information are more willing to purchase insurance from pure online insurance company. Due to the characteristics of insurance products, Middle-aged and Elderly are less willing to purchase insurance from pure online insurance company than young adults.

並列關鍵字

Experiential Marketing ； Technology Acceptance Model ； Perceived Risk ； Corporate Image ； Product Complex ； Neo Insurers ； Consumers' Willingness to Purchase Insurance