以科技接受模式探討IPAD 行動投保平台之使 用者採用行為

The adoption intention of e-insurance apps for IPAD－A Technology Acceptance Model (TAM) perspective

陳思佑(Szu-Yu Chen)

指導教授 ： 陳銘薰

國立臺北大學/商學院/企業管理學系/碩士(2013年)

摘要

現行投保程序需準備許多紙本文件與資料，且依規定必須在要保書契約「紙」上簽名，保單才生效。不過，壽險業近期將推出一項創舉，民眾只要在平板電腦上簽名，即可完成投保，快速獲得保障。
本研究旨在建立影響採用IPAD 行動投保平台的概念性模式，驗證科技接受模式理論，以了解消費者的採用行為意圖，因此本文以「科技接受模式」的觀點與理論為基礎，來建構消費者採用IPAD 行動投保平台的行為意圖之問卷量表，並以使用IPAD 行動投保平台的顧客以及從業人員為研究對象，實證理論模式的適合度與關聯性。本研究結果顯示：電腦自我效能對使用意願有正向顯著的關係，電腦自我效能對於知覺有用性和知覺易用性有顯著的正向關係，知覺有用性和知覺易用性對使用意願皆有顯著正向的影響，知覺有用性對於電腦自我效能和使用意願具之關係存在部分中介效果，知覺易用性對電腦自我效能及使用意願之關係具完全中介效果。

關鍵字

IPAD 行動投保 ； 科技接受模式(TAM)

並列摘要

The world is moving towards using less paper and electronic records, especially financial records. Sooner or later, people can get and maintain their insurance policies in electronic form on IPADs. As a result, the efficiency and transparency of operation is increased and the cost of issuing and maintaining insurance policies will be reduced.
The main purpose of this survey was to investigate the factors affecting the adoption of e-insurance apps for IPAD. This research developed an analytical model and a survey questionnaire to collect data. The study adopted the Technology Accepted Model (TAM) to explore the possible factors that affect the use of IPAD apps. The results showed that the Computing Self-Efficacy is positively related to perceived ease of use and perceived usefulness. Perceived ease of use and perceived usefulness were positively related to the intention of use. Perceived ease of use showed full mediation effect on the relationship between Computing Self-Efficacy and the intention of use. Perceived usefulness showed partial mediation effect on the relationship between Computing Self-Efficacy and the intention of use.

並列關鍵字

e-insurance on IPAD ； Technology Acceptance Model (TAM)

參考文獻

曹銘政(2009)。以科技接受模式探討汽車衛星導航系統之使用者採用行為。大同大學工事業經營研究所碩士論文。

陳孟功(2003)。校園無線區域網路- 科技接受模式TAM之研究。國立高雄師範大學工業科技教育研究所碩士論文。

Adams, D. A., Nelson, R. R. & Todd, P. A. (1992). Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication. MIS Quarterly, 16(2), 227-253.

Agarwal, R., & Prasad, J. (1999).Are individual differences germane to the acceptance of new information technologies? Decision Sciences, 30(2), 361-391.

Ajzen, I., & Madden, T. J. (1986). Prediction of goal–directed behavior: Attitudes, intention and perceived behavioral control. Journal of Experimental Social Psychology, 22, 453-474.