以計畫行為理論探討壽險商品結合遠距照護購買意願之研究

在金融科技與創新的趨勢與競爭壓力之下，我國壽險公司如何推出消費者青睞之商品並具備金融創新的競爭優勢成為重要課題。自2020年1月30日世界衛生組織（WHO）將新冠肺炎(Coronavirus Disease 2019, COVID-19)宣布為嚴重特殊傳染性肺炎以來，疫情在全球之蔓延至今尚未喘習，除了各項防疫措施之外，遠距醫療與照護也因此受到高度關注。政府推廣多年的遠距健康照護，在我國資通訊技術與產業整合發展完備的環境之下，生理量測技術，以及居家照護設備與日俱進的發展，促使遠距醫療照護服務產業與市場快速成長，部分壽險公司也發展出相關創新商品，結合遠距照護，提供客戶更為完善之服務與照顧。然而，壽險商品與遠距照護融合是否符合保戶需求，以及商品設計如何與時俱進，則是壽險業者與政府推行政策共同的挑戰與課題。根據國發會統計資料台灣人口於2020年正式進入負成長階段，預計5年將進入超高齡社會，面臨人口少子化與人口高齡化雙重結構性的改變，更加彰顯遠距醫療照護服務之重要性。因此，本研究試以探討我國遠距照護之發展與服務範圍，以及目前壽險結合遠距照護之商品型態，並以「計畫行為理論」（Theory of Planned Behavior，TPB）為基本架構，研究影響消費者購買壽險商品結合遠距照護意願的主要因素。本研究經由網路社群平台line群組和臉書進行問卷發放，共蒐集569份有效問卷，並以統計軟體Smart PLS驗證各變數之間的假設關係及變數間的解釋能力。研究結果發現，影響壽險商品結合遠距照護的主要因素為態度及知覺價值和行為意圖，而態度會受到知覺價值所影響，進而影響行為意圖即購買意願。希望能藉此研究結果，提供政府推動遠距照護及壽險業設計商品改善及參考，將有利於民眾加強健康管理以利老年生活規劃。

關鍵字

壽險；服務創新；商品創新；遠距照護；計畫行為理論；購買意願

並列摘要

Under the trend of financial technology and innovation and the pressure of competition, how life insurance companies in our country can launch products favored by consumers and have the competitive advantage of financial innovation has become an important issue. Since the World Health Organization (WHO) declared the new crown pneumonia (COVID-19) as a severe and special infectious pneumonia on January 30, 2020, the spread of the epidemic around the world has not yet breathed, in addition to various epidemic prevention measures, telemedicine and telecare are therefore highly concerned. The government has promoted telehealthcare for many years. Under my country's well-developed information and communication environment, the rapid development of physiological measurement technology and care equipment has promoted the rapid growth of the telemedicine care service industry and market, and some life insurance companies have also developed Relevant innovative products, combined with telecare, provide customers with more complete services and care. However, whether the integration of life insurance products and telecare meets the needs of policyholders, and how the product design advances with the times, are the common challenges and issues that life insurance companies and the government implement policies. According to statistics from the National Development Council, Taiwan’s population has officially entered a negative growth stage in 2020, and is expected to enter a super-aged society in five years. It is facing structural changes with an aging population and a declining birthrate, which further demonstrates the importance of telemedicine care services. Therefore, this research attempts to explore the development and service scope of telecare in my country, as well as the current product type of life insurance combined with telecare, and apply the "Theory of Planned Behavior" (TPB) as the research framework to examine The main factors affecting consumers' intention to purchase life insurance products combined with telehealthcare. In this study, questionnaires were distributed through the online social platform line group and Facebook. A total of 569 valid questionnaires were collected. The statistical software Smart PLS was used to verify the hypothetical relationship between the constructs and the explanatory ability between the variables. The results indicate that the factors that affect customers’ intentions to purchase life insurance products combined with telehealthcare are attitude and perceived value, and attitude is affected by perceived value, which in turn affects purchase intention. The findings of the study can be used to provide the government with reference to the improvement and reference for the design of products for the telecare and life insurance industry, which will help the people strengthen their health management to benefit the elderly life planning.