- 學位論文
以科技接受模式探討國內民眾對財產保險業轉換電子保單接受度之研究
The Study of Domestic Public Acceptance on the Conversion of Electronic Insurance Policy from Property Insurance Business with Technology Acceptance Model
摘要
本研究主要目的是以科技接受模式為理論觀點，針對消費者對我國財產保險業轉換電子保單之接受度進行探討與驗證。電子保單的研究雖可見於人壽保險及行銷領域相關研究，唯在財產保險業的相關探討上則不多見。事實上，目前在法令許可的情形下，提倡節能減碳與綠能科技商品之使用，亦可能為消費者所接受。在此前提下，本研究藉由科技接受模式整合知覺有用性、易用性、知覺風險、使用意圖與電腦自我效能觀點，對於消費者將實體保單轉換為電子保單之轉換接受度，進行影響因素探討與驗證。 在抽樣方面，本研究共發放300份問卷，有效回收樣本266份，有效回收率為88%。本研究並進一步藉由信、效度分析、因素分析及迴歸分析針對研究假設進行驗證。研究結果顯示消費者對財產保險業者將實體保單轉換為電子保單，在知覺有用性、知覺易用與知覺風險認知對其轉換行為意圖有正向顯著影響，此外，將知覺風險加入電腦自我效能變數亦帶來顯著的干擾效果。
並列摘要
The main purpose of this study is to take technology acceptance model as the theoretical point of view, to discuss and validate consumer’s acceptance on the conversion of electronic insurance policy from domestic property insurance business. Although the study of the electronic insurance policy are generally discussed on the life insurance and marketing related fields, but rarely on the relevant property insurance business. In fact, under the circumstances permitted by law, the promotion of the use of energy-saving and green technology production may also be accepted by consumers. Based on this context, this study is to discuss and validate consumer’s acceptance on the conversion of electronic insurance policy from material insurance policy with technology acceptance model, to integrate the perceived usefulness, ease of use, perceived risk, intention to use and computer self-efficacy point of view. In the sampling of this study, 300 questionnaires were distributed and 266 effective questionnaires were collected; the effective response rate was 88%. This study is to validate the assumption by further reliability and validity analysis, factor analysis and regression analysis. The results show that there are positive significant effects on consumers to the conversion of electronic insurance policy from material insurance policy by property insurance business, under perceived usefulness, perceived ease of use and perceived risk awareness to their behavioral intention of conversion. In addition, there are significant interference effects on variable of the computer self-efficacy when perceived risk is added.