消費者網路購買產物保險之關鍵因素:分析層級程序法 (AHP)

Key Factors for Consumers buying the Non-Life Insurance in Internet:Analytic Hierarchy Process (AHP)

楊華雯(HWA-WEN YANG)

指導教授 ： 莊世杰

國立中正大學/管理學院/企業管理學系/碩士(2013年)

摘要

摘　　要

網際網路的快速發展，使得網路購物已逐漸成為消費者生活中消費型態的一部份，雖然網路購物的種類多樣化，但消費者使用網路購買產物保險卻尚未普及。本研究為探討了解消費者網路購買產物保險之關鍵因素，採用分析層級程序法Analytic Hierarchy Process (AHP) 進行問卷調查後整理分析得出影響消費者網路購買產物保險之關鍵因素及各因素間之權重。期透過本研究對於產物保險業者協助其積極規劃網路行銷策略，亦提供保險主管機關制定產物保險相關規範及政策之參考，以提升消費者網路購買產物保險之品質，進而提高消費者使用網路購買產物保險之意願。
本研究針對因素之探討，利用分析層級程序法(AHP)探討其關鍵因素。研究發現在次要構面層十三項關鍵因素中以「售後服務性」最重要，依序為「價格敏感度」，「知覺風險」，「品牌忠誠度」，「品牌知名度」，「促銷活動」，「系統安全性」，「產品涉入度」，「產品資訊化」，「網路使用經驗」，「便利性」，「互動性」，「資訊豐富度」。
並歸納出整體關鍵因素的結論：一、主要構面層三項因素【消費者特性】、【產品特性】、【網站環境特性】中，以【產品特性】最重要；二、次要構面層因素中，對於【消費者特性】，其相對權重分析以「價格敏感度」最為顯著。對於【產品特性】，其相對權重分析以「售後服務性」最為顯著。對於【網站環境特性】，其相對權重分析以「系統安全性」最為顯著。

關鍵字: 網路、產物保險、消費者特性、產品特性、網站環境特性、分析層級程序法

關鍵字

網站環境特性 ； 產品特性 ； 消費者特性 ； 產物保險 ； 網路 ； 分析層級程序法

並列摘要

Abstract

With the rapid development of Internet, online shopping has become a part of consumption patterns in consumers’ lives. Despite the diversification of the types of online shopping, consumers purchasing non-life insurance online have yet been popular. To understand the key factors which impact consumers purchasing non-life insurance online, this study using Analytic Hierarchy Process (AHP) conducted a questionnaire survey and analyzed to draw key factors and weights between various factors which influence consumers purchasing non-life insurance online. This study is to assist the insurance industry actively planning their Internet marketing strategy, and also to provide references for insurance competent authorities to develop relevant regulations and policies, in order to enhance the quality of purchasing non-life insurance online, thereby increasing consumers’ willingness to purchase non-life insurance online.

Aimed at the factors, this study uses the Analytic Hierarchy Process (AHP) to explore the key factors. Study found that “after-sales service” was the most important factor of the overall thirteen key factors in the secondary hierarchy ; the other factors in sequence were "price sensitivity", "perception risk", "loyalty", "brand awareness", "promotion", "system security", "product involvement", "product information technology", "Internet experience", "convenience", "interaction", and "information abundance".

Summarized the conclusions of the key factors, 1) from “consumer characteristics”, “product features”, and “website environmental characteristics”, the three major factors of the primary hierarchy, we found “product features” was the most important factor; 2) from the secondary hierarchy, we found (a) for “consumer characteristics”, "price sensitivity" is the most significant in the analysis of comparative weight; (b) for “product features”, "after-sales service" is the most significant in the analysis of comparative weight; and (c) for “website environmental characteristics”, "system security " is the most significant in the analysis of comparative weight.

Keywords: Internet, non-life insurance, consumer characteristics, product features, website environmental characteristics, Analytic Hierarchy Process

並列關鍵字

website environmental characteristics ； product features ； consumer characteristics ； non-life insurance ； Internet ； Analytic Hierarchy Process

參考文獻

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