隨者科技的演變,網際網路的普及化,如今連保險業也提供了網路投保的服務,加上現代網路使用度高又便利,因此網路投保吸引了許多消費者。本研究重點於消費者在決定網路投保時,會受到那些因素的影響,並找出這些因素的關聯性。 本研究是以旅行平安保險為主,先針對產品複雜度、知覺易用性、知覺有用性及網路投保意願做相關文獻回顧,藉以奠定理論基礎,提出研究架構及假設。研究方法採用網路問卷方式進行資料蒐集,回收有效問卷數為252份;所得資料以SPSS19.0版進行資料的處理及分析,並採用敘述性統計、獨立樣本t檢定、單因子變異數分析、相關分析與階層迴歸分析等統計方法進行分析及假設驗證。研究結果發現知覺有用性、知覺易用性,對旅平險網路投保意願有正向影響,產品複雜度對旅平險網路投保意願有負向影響,而知覺有用性、知覺易用性在產品複雜度與旅平險網路投保意願間具干擾效果。最後依研究結果提出保險實務及後續研究的建議。
With the evolution of technology, now the insurance industry also provides insurance online services. Coupled with the high network untilization and convenience, insurance online has attracted many consumers. This study focuses on the factors that consumers influence when they decide to online insurance and find out the association of these factors. This study is based on travel insurance, and against product complexity, perceived ease of use, perceived usefulness and perchasing insurance online to do the interrelated literature. Theoretical basis of this research, and proposing research architecture and hypothesis. Its research method was to collect information by questionnaires, among the collected was 252 valid ones, information to data processing SPSS19.0 version, analysis and using descriptive statistics, independent sample T test, one-way analysis of variance, correlation analysis, regression analysis and hierarchical regression methods of analysis and hypothesis testing. It is the finding of this research that the perceived ease of use and perceived usefulness have a positive impact on purchasing insurance online. Then the product complexity have a negative impact on purchasing insurance online. Therefore, the research findings are presented here as recommendations for insurance practice and further study.