網路銀行對保險商品購買態度與意圖之研究-科技接受模型

A Study of the Attitude and Intention of Internet Banking Purchase the Insurance Product - Technology Acceptance Model

林念群(Nian-Cyun Lin)

指導教授 ： 陳美夙

朝陽科技大學/管理學院/保險金融管理系/碩士(2016年)

摘要

金管會於2014年6月提出「打造數位化金融環境 3.0」計畫推動數位金融，開放銀行業得辦理12項線上業務。2015年10月開放一般保經代與網路銀行經營網路投保業務的試行計畫。目前網路投保種類以定期壽險、實支實付健康險、旅平險、汽機車保險、強制險為主。因此引發本研究的研究動機。
本研究採Davis(1989)的科技接受模型(Technology Acceptance Model)，並加入安全性與使用經驗來研究網路銀行對保險商品購買的使用態度及意圖。因此本研究目的主要為：1.以 Davis(1989)科技接受模型，研究利用網路銀行購買保險商品使用態度及意圖的影響因素；2.探討安全性使否影響利用網路銀行購買保險商品的使用態度與意圖；3.探討消費者的使用經驗使否影響利用網路銀行購買保險商品的使用態度與意圖；4.探討消費者的使用經驗使否影響消費者利用網路銀行購買人身保險商品；5.探討消費者的使用經驗使否影響消費者利用網路銀行購買財產保險商品。
本研究採問卷調查法，以網路問卷進行調查，調查時間為2016年2月至3月，有效問卷共760份。以線性廻歸及羅吉斯廻歸進行分析。本研究發現(1)多數消費者未透過網路購買保險商品，顯示我國網路投保尚未普及；(2)是否願意利用網路銀行購買保險商品之保險種類，多數消費者偏好旅平險、傷害險、車險等商品；(3)具使用網路銀行經驗及網路投保經驗者對利用網路銀行購買保險商品的使用態度與意圖的影響是具有顯著差異的；(4)使用經驗與使用意圖對利用網路銀行購買保險商品具有顯著的影響，其中以使用網路銀行經驗與使用意圖之影響最為顯著。

關鍵字

網路銀行 ； 科技接受模型 ； 安全性 ； 使用經驗

並列摘要

In June 2014, the Financial Supervisory Commission of the Republic of China announced the initiative of “Bank 3.0” to promote online banking, and approved 12 online services to be offered by banks. In October 2015, the Commission launched a trial to allow insurance agents and online banking companies to offer online insurance products. Currently, online insurance products center on term insurance, pay-as-you-go health insurance, travel insurance, vehicle insurance, and compulsory insurance. The current research was thus undertaken to better understand online insurance products.
The research used the Technology Acceptance Model created by Davis (1989) and combined it with factors of security and user experience to examine end-users’ attitude and intent when purchasing insurance products through online banking companies. Therefore, the main purposes of the current study are as follows: First, to use the Technology Acceptance Model created by Davis (1989) to examine the factors that affect end-users’ attitude and intent when purchasing insurance products through online banking companies. Second, to examine whether security concerns may affect end-users’ attitude and intent when purchasing insurance products through online banking companies. Third, to examine whether consumers’ user experience may affect their attitude and intent when purchasing insurance products through online banking companies. Fourth, to examine whether consumers’ user experience may affect their attitude and intent when purchasing life insurance products through online banking companies. Finally, to examine whether consumers’ user experience may affect their attitude and intent when purchasing property insurance products through online banking companies.
The study conducted online surveys using questionnaires from February to March 2016. A total of 760 valid surveys were collected. Linear regression and logistic regression were employed for analysis. The study found that, first, the majority of consumers have not purchased online insurance products, which shows that online insurance products have yet to gain popularity. Second, when asked of the types of insurance products that they would purchase through online banking companies, the majority of consumers leaned toward travel insurance, casualty insurance, vehicle insurance. Third, the experience in online banking and having purchased online insurance products significantly affected end-users’ attitude and intent to purchase online insurance products through online banking companies. Finally, user experience and the intent-to-use significantly affected end-users’ purchase of insurance products through online banking companies; in particular, end-users’ experience in online banking and their intent-to-use had the most significant impact.

並列關鍵字

Internet Banking ； Technology Acceptance Model ； Security ； Experience

參考文獻

金融監督管理委員會(2015)，「保險業辦理電子商務業務應注意事項」。台北市。

金融監督管理委員會，2015年，「保險業辦理電子商務業務應注意事項」。台北市。

陳一如、蘇法、張如億 (2002) 。 國內網路銀行經營對策之探討. 台灣金融財務季刊, 3(1), 1-19。台北市。

Chen, L.D., Mark L.G. and Daniel L.S. (2004), "Consumer acceptance of virtual stores: a theoretical model and critical success factors for virtual stores," ACM SIGMIS Database,35(2), 8-31.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User Acceptance Of Computer Technology: A Comparison Of Two. Management Science, 35(8), 982.