以科技接受模式探究壽險業電子保單接受意願之研究

A study of acceptance for electronic policy of life insurance based on technology acceptance model.

王瓊瑤(Chiung-Yao Wang)

指導教授 ： 田峻吉

淡江大學/商管學院/風險管理與保險學系保險經營碩士在職專班/碩士(2019年)

https://doi.org/10.6846/TKU.2019.00497

摘要

論文提要內容：
因應地球環保、節約資源的議題興起，台灣近年來保險電子商務積極發展下，使用網路購買保險的投保率持續增加，但電子保單的普及率卻滯礙不前，引發作者對提高壽險電子保單接受意願的討論動機。
　　本研究透過問卷調查，以科技接受模式、知覺風險和使用科技通訊工具能力探討消費者對於壽險電子保單的接受意願。藉由個人屬性如性別、年齡等，以及知覺有用性、知覺易用性、使用意圖、知覺風險和使用科技通訊工具能力等，針對已使用壽險電子保單、有意願在未來購買保險時用電子保單與願意使用具備壽險公司與第三方認證機構雙重簽章的電子保單取代紙本保單加以探討，利用問卷樣本統計、敘述性分析、單因子變異數分析及羅吉斯迴歸分析，對消費者在壽險電子保單的接受意願進行深入瞭解。實證結果發現消費者曾在網路上購買過保險，年齡介於18-29歲及30-39歲，知覺有用性與易用性較高，會較有意願採用電子保單，但知覺風險與採用電子保單之意願呈現反向關係。

期許本研究的分析結果能夠作為未來政府在保險政策制定、壽險公司運作及推展電子保單方面之參考。

關鍵字

壽險 ； 電子保單 ； 科技接受模式 ； 知覺風險 ； 電腦自我效能

並列摘要

Abstract：
As the awareness of environmental protection and resource allocation efficiency, Taiwan has been active in E-commerce development in insurance industry. Utilization of online insurance has continually increasing in recent years by this E-commerce promotion. Nonetheless, the coverage of electronic insurance policy is showing stagnation. Based on above reasons, how to improve the acceptance for electronic policy of insurance has been an important issue for the life insurance industry.
This purpose of study mainly focuses on exploring consumer’s acceptance of electronic insurance policy based on TAM (Technology Acceptance Model), perceived risk, and capability of high-tech tools by using the questionnaires method. Firstly, the empirical model is to investigate the relationship among current electronic insurance policy owner, the demographic variables, perceived usefulness, perceived ease of use, perceived risk, motivation of use, and capability of technology use. Then, the empirical model is to investigate the relationship among the potential users (future consumer who is willing to accept dual-signed electronic policy which is certificated by insurers or 3rd parties instead of physical policy) and the demographic variables, perceived usefulness, perceived ease of use, perceived risk, motivation of use, and capability of technology use.
The empirical results supprts that the young individuals (aged between 18-39 years old) had bought insurance online before, with higher perceived usefulness and perceived ease of use has higher probability to accept electronic policy of life insurance. However, the individuals with higher perceived risk have lower probability to accept electronic policy of life insurance. The result of this study will be expected to take as reference for insurance regulators to enact insurance policy and insurer’s operation on electronic insurance promotion.

並列關鍵字

life insurance ； electronic policy ； Technology Acceptance Model ； perceived risk ； Computer Self-Efficacy

參考文獻

中文文獻

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