消費者旅遊風險知覺與旅遊保險購買意圖之研究

根據資料顯示，台灣人出國旅遊消費總支出已達7,216億元，由此可看出消費潛力非常具有影響力。另外，針對國人旅遊狀況的調查資料也指出國人從事出國旅遊比例為32.5%，相較於105年增加1.4個百分點。然而，生活中各項行為、決策及活動皆伴隨著大大小小的風險，具有各種不同的形式及高度的不確定性，而這些風險可能導致民眾的損失，因旅遊過程中不確定的因素皆難以掌握，因此旅遊在購買決策中屬於高風險購買決策。有鑑於旅遊過程途中可能發生的各種風險，為了確保人身及財產問題，可能會於出國旅遊前投保旅遊保險來規避旅遊風險及降低各種損失。本研究係以紙本問卷的方式蒐集資料，共回收412份問卷，再剔除漏答問題以及重複勾選錯誤之問卷共47份，有效樣本問卷為365份，回收率達88.6%。本研究採用敘述性統計、信度分析、相關分析及迴歸分析等統計方法進行分析，以了解受訪者海外旅遊的風險知覺、旅遊保險的認知及購買意圖。研究結果顯示，不論旅遊平安險或旅遊不便險的購買意圖，主要受到消費者對該類保險產品重要性認知的影響，其次為對該保險產品的認知，旅遊風險知覺對這兩類旅遊保險產品購買意圖的影響程度較低。本研究也依據結果提出管理意涵與建議。

關鍵字

旅遊保險；旅遊風險；購買意圖

並列摘要

According to the data, the total expenditure on tourism consumption of Taiwanese has reached 721.6 billion, which shows that the consumption potential is very influential. In addition, the survey data on the tourism situation also pointed out that the proportion of Taiwanese engaged in travelling abroad was 32.5%, an increase of 1.4 percent compared with 2016. However, all behaviors, decisions, and activities in life are accompanied by different risks with various forms and high levels of uncertainty. Due to uncertain factors in the tour, these risks may cause loss and are difficult to master. So touring belongs to a high-risk purchase decision in daily life. Because of the various risks that may occur during the travel, in order to ensure personal and property problems can be covered, travel insurance may be insured before travel abroad to avoid travel risks and reduce losses. This study uses convenience sampling. Data are collected through a questionnaire survey and use different statistical methods to analyze the perceived risk of travelers and their purchase intention on travel insurance. According to the survey and the results of the study, most of the interviewed were mainly between the ages of 23 to 35 and mainly females and unmarried groups. Most of them had a college education and chose Japan as their recent destinations. The research results show that regardless of the purchase intention of travel insurance or travel inconvenient insurance, it is mainly affected by consumers' awareness of the importance of such insurance products, followed by the perception of the insurance products, and the perception of travel risks for these two types of travel insurance products. Purchase intentions have a lower impact. This study also proposes management implications and recommendations based on the results.