瞭解線上旅平險之持續購買意願：電子賣家、個人信念、社會影響

An Exploration of Online Purchasing Travel Accident Insurance: Online Sellers, Personal Beliefs and Social Influence Theory Perspective

張家銘(Chia-Ming Chang)

指導教授 ： 吳英隆

國立中正大學/管理學院/資訊管理學系/碩士(2015年)

摘要

隨著資訊的發展，保險業也開始發展電子商務，雖然吸引了許多保險業的注意，也跟隨著發展的熱潮而廣為建置相關系統或網站，但由於法令的規範及企業型態的原因，相關的交易發展速度慢於其他產業應用電子商務的速度。保險業者非常需要能掌握線上使用者的購買意願，才能制定後續的發展策略以提昇市場占有率。因此，如何讓這些使用者能持續購買線上旅遊平安險，便是保險企業之最重要的課題，亦是本研究所探討的議題。
　　　本研究以電子賣家、個人信念及社會影響三個角度來探討影響線上使用者對於旅遊平安險的滿意度及持續使用意圖，而樣本資料是透過線上問卷調查法收集，共得301個有效問卷，並以結構方程模式進行研究模型的分析驗證。結果發現知覺品質未能對系統滿意度達到統計上的顯著影響，但信任, 自我效能、保險助益條件、社會影響條件會會正向顯著地影響滿意度，而滿意度亦會正向及顯著地影響持續使用意圖。

關鍵字

電子賣家 ； 持續使用意圖 ； 線上旅遊平安險 ； 個人信念 ； 社會影響

並列摘要

With the development of information technology, It attracted many insurance industries followed the trend to build their own website and developed related system, however, trade in the website (electronic commerce) still fall behind to other industries for the law of resistance and business culture. Insurance industries administer need to catch the website visitors of theirs customers opinion and continuance usage intention then it can know how to develop their electronic commerce, especially in online travel accident insurance. Therefore, how to make visitors keep using online travel accident insurance would be a critical issue for the insurance company which wants to develop theirs’ online business, and it also would be discuss in this study.
This study builds the research model by the concept of online sellers, personal beliefs and social influence theory to discuss user’s continuance intention of using online travel insurance. The sample data was collected by online questionnaire survey, and got 301 valid responses in sum. The results of structural equation modeling analysis indicate that satisfaction have significant and positive effects on continuance intention, and in addition, trust, self-efficacy, insurance assistance condition, and social influence condition have significant and positive effects on continuance intention through satisfaction are revealed as well. Besides, the results also show that confirmation has significant and positive effects on continuance intention through positive satisfaction.

並列關鍵字

Online Sellers ； Continuance Usage ； Online traval accident insurance ； Personal Beliefs ； Social Influence Theory

參考文獻

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