網路投保之消費者接受度與保險從業人員業務推廣 之實證研究

The Empirical Study of the Acceptance of Consumer and the Business Promotion of Salesman from Online Insurance

林均彥(Jyun-Yan Lin)

指導教授 ： 劉定焜

朝陽科技大學/管理學院/財務金融系/碩士(2019年)

摘要

根據金管會保險局保險局單位預算 (108) 資料自103年8月26日起開，開放保險業辦理網路投保業務以來，實際網路投保金額與件數雖有明顯上升，但佔整體投保比例卻不到1%，網路投保在業界投入與政府即將鬆綁的雙重效應下，預期未來將有可觀成長潛力，但有關此議題之探討，可能侷限於特定商品網路投保的概況探討，或未對保險從業員進行相關之調查，以及未探討保險從業員之推廣意願、因素與衝擊，且未能深入分析網路投保對業務員以及最大的潛在客群之影響。因此本研究希望透過對客戶發放問卷，以及對傳統業務發放問卷，建構Logistic 實證模型，探討網路投保對保險從業人員實際的衝擊與看法，藉以了解消費者對網路投保之接受度，以及保險從業人員對網路投保態度與推廣意願，進一步找出網路投保發展影響因素。
本研究結果發現，網路投保發展及消費者網路投保意願，會受從業員推廣影響，若網路投保發展能從現在的與從業員競爭，轉向以合作，並結合大數據，應有助於創造從業員、公司與網路投保發展三贏的局面。並期望研究結果可以提供主管機關、保險產業及保險從業員進行網路投保發展之參考。

關鍵字

網路投保 ； 大數據 ； 消費者接受度 ； 推廣意願 ； Logistic實證模型

並列摘要

According to the information of the Financial Supervisory Commission, since the opening of the insurance industry for online insurance business since August 26, 2014, the actual amount of online insurance coverage and the number of cases has increased significantly, but the overall insurance coverage ratio is less than 1%. Online insurance will be loosened under the government and Business investment. It is expected that there will be considerable growth potential in the future. The discussion on this topic may be limited to the general situation of online insurance for specific commodities, or the related investigations of insurance practitioners, and the promotion intentions, factors and impacts of insurance practitioners are not discussed, and the network insurance coverage is not analyzed in depth. The impact of the salesperson and the largest potential customer base. Therefore, this study hopes to provide a questionnaire to customers and a questionnaire on traditional businesses to construct the Logistic empirical model to explore the actual impact and perceptions of online insurance on insurance practitioners, so as to understand the consumer acceptance of online insurance and insurance practitioners insuring the network. Attitudes and willingness to promote, further identify the factors affecting the development of online insurance.
It is expected that the research results can provide reference for the development of online insurance for the competent authorities, insurance industry and insurance practitioners. The results of this study, online insurance development, consumer online insurance willingness will be affected by the promotion of salesmen. Network insurance development can shift from the current competition with employees to cooperation and create a win-win situation for practitioners, companies and online insurance through big data integration.

並列關鍵字

Online insurance ； big data ； consumer acceptance ； business promotion ； Logistic empirical model

參考文獻

一、中文文獻

尤雅慧 (2008)。企業購併動機與購併後綜效之評估探討-台灣金融產業之實證研究。未出版碩士論文，朝陽科技大學財務金融系研究所。

尤濬哲、王紹蓉、吳仁和、李雅靖、周軒逸、林東清、林芬慧、邱兆民、胡國信、范俊逸、徐士傑、張德民、梁定澎、黃三益、黃心怡、賴香菊、戴基峯(2014) 電子商務數位時代商機 (第二版)。新北市：前程文化。

金融監督管理委員會保險局（2017）。108年度保險業務發展基金預算案。取自https://reurl.cc/96z9v。

金融監督管理委員會保險局（2017）。金管會預告修正保險法部分條文新聞稿。取自https://reurl.cc/264e9。