網路涉入程度、產品複雜度對網路投保意願之影響

網際網路隨著時代進步越來越普及，消費者對於保險需求越來越高，風險意識觀念越來越重，保險業發展電子商務提供網路投保的服務，讓消費者除傳統通路外多了一項選擇。隨著網際網路的興起，網路投保也成為保險公司很重要的銷售通路。而消費者在面對網路投保時，將可能因自身的網路使用習慣及保險產品的複雜性等因素，影響其採用網路投保的意願。本研究重點在於討論消費者網際網路的涉入程度與產品複雜度是否影響網路投保意願。本研究構面分為網路涉入程度、產品複雜度、網路投保意願三個部分，問卷發放的對象為二十歲以上有投保經驗的消費者，研究方法採用問卷調查方式進行蒐集，所得資料以SPSS統計軟體進行資料分析，包含敘述性統計、獨立樣本t檢定、差異性分析、皮爾森相關分析、線性迴歸分析等統計方式，最後根據結論提出建議。

關鍵字

網路涉入程度；產品複雜度；網路投保意願

並列摘要

The Internet is becoming more and more popular with generation progress, insurance needs of consumer is becoming more and more high. Risk awareness is becoming more prevalent. Insurance companies are now offering online increasing policy options. Let consumer has one more choice except traditional pathway. With the rise of the Internet, online insurance has also become an important sales channel for insurance companies, in the face of online insurance, consumers may be influenced by their own network usage habits and the complexity of insurance products, affecting their willingness to use online insurance. These research facets three parts are divided into Internet involvement, complexity of product, Purchasing Online Insurance. Questionnaire is issued to consumer over 20 years old with insurance experience. Research method is collected by questionnaire surrey. The data obtained were analyzed by SPSS (Statistical Package for the Social Sciences) statistical software. Including descriptive statistics, independent sample T test, one-way ANOVA, linear regression analysis and so on statistical methods. Finally, make recommendations based on the conclusions.