中國互聯網保險之研究

A Study of Internet Insurance in China

林孟儒(Meng-Ju 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(2018年)

摘要

在中國大陸，互聯網的發展在2012年掀起一波金融創新的局面，2016年互聯網保費收入高達2,347億元人民幣，如此快速發展，引發我們想進一步瞭解中國消費者使用互聯網保險現有的保險公司網站以及非公司網站(如：微信、支付寶)兩者類型網站使用的偏好。本研究採用消費者偏好以及科技接受模型(Technology Acceptance Model)，調查期間為2017年9月，採網路問卷調查，研究對象為中國互聯網用戶者。本研究目的在分析互聯網使用者的消費者特性及其對互聯網用戶者對互聯網保險平台的偏好，並進一步探討消費者特性對互聯網保險平台的使用態度及使用意圖的影響，最後驗證擴充式科技接受模型的成立與否。

本研究發現：(1)多數互聯網用戶者偏好保險公司網站購買保險;(2)具使用保險公司網站購買經驗與非保險公司網站購買經驗對互聯網保險平台之使用態度及意圖亦有正向顯著影響;(3)本研究以擴充式科技接受模型探討互聯網保險平台的使用態度及意圖，其所有假說接成立;(4)擴充式科技接受模型在不同互聯網保險平台偏好有顯著性影響。

關鍵字

互聯網保險 ； 消費者偏好 ； 科技接受模型

並列摘要

In China, the development of the internet opened the door to a new wave of financial innovation in 2012. In 2016, the revenue from internet insurance premiums reached 234.7 billion RMB. Such rapid development intrigued us to further understand preferences among Chinese consumers when using the two types of internet insurance websites: existing insurance company websites and non-corporate ones (e.g. WeChat, Alipay). For this study, consumer preference and the technology acceptance model (TAM) were employed and an online survey was conducted on Chinese internet users in September, 2017. The purpose of this study was fivefold: (1) to establish an internet development model; (2) to analyze internet users’ consumer characteristics (e.g. insurance buying experience and experience of getting insured on the internet); (3) to understand preferences among internet users with internet insurance platforms; (4) to analyze how consumer characteristics affect attitudes towards the use of internet insurance platforms and the intention to use them; and (5) finally to verify the expanded TAM model is established or not.

Findings of this study are as follows. (1) Most internet users prefer to buy insurance on insurance company websites. (2) Having buying experience on both insurance company websites and non-corporate ones has a significant positive effect on attitudes towards the use of internet insurance platforms and the intention to use them. (3) The investigation of internet insurance platforms using the expanded TAM model in this study supports all of the proposed hypotheses. (4) The expanded TAM model reveals significant differences in preferences with various internet insurance platforms.

並列關鍵字

internet insurance ； consumer preference ； technology acceptance model

參考文獻

中文文獻

中國保監會　http://www.circ.gov.cn/web/site0/tab5179/　

中國保險會《互聯網保險業務監管暫行辦法》

王琪(2016)。互聯網保險業務監管研究。華北金融，3期，67-75頁

李建忠(2011)。論家用轎車消費者品牌偏好的培養，現代商業，27，21-21。