延伸式科技接受模式探討信任、電腦自我效能對網路投保意圖之影響

隨著金融科技蓬勃發展，金管會在2014年放寬保險業辦理網路投保業務，使得保險行銷有了新的管道，因此保險業結合電子商務，開始提供網路投保的服務。本研究重點在以延伸科技接受模式為基礎架構，探討消費者對於網路投保之意圖是否會受到知覺易用性、知覺有用性、網路投保態度、信任以及電腦自我效能影響。本研究採用問卷調查法來資料收集，回收229份有效問卷。並採用相關分析、獨立樣本t 檢定、單因子變異數分析、Scheffé事後檢定、複迴歸分析進行資料分析來驗證研究假說。研究結果顯示(一)知覺有用性、知覺易用性對網路投保態度皆有正向顯著的影響，並對網路投保態度有51%之解釋力；(二)網路投保態度、信任正向顯著影響網路投保意圖，並對網路投保意圖達到67%之解釋力。(三)信任對網路投保意圖影響力相當高，然而分析也顯示出一般消費者對於網路投保的信任程度不高，如何提高消費者對網路投保信任度是經營網路投保重要議題。

關鍵字

科技接受模式；網路投保；信任；電腦自我效能；網路投保意圖

並列摘要

With the development of financial technology, the FSC will relax the insurance business in 2014 and make the insurance marketing have a new pipeline, so the insurance industry, combined with E-commerce, has started to provide online insurance services. This research focuses on extending the acceptance model of science and technology to explore whether consumers ' intention to insure online is influenced by perceived ease of use, perceived usefulness, online insurance attitude, trust and computer self-efficacy. This study uses questionnaires to collect data and retrieve 229 valid questionnaires. Correlation analysis, independent sample t test, single factor variance analysis, Scheffé verification, and complex regression analysis were used to verify the research hypotheses. . The results show that (a) perceptual usefulness, perceptual usability have positive and significant effects on online insurance attitude, and have 51% explanatory power; (b) Online insurance attitude, trust has positive and significantly influenced the online insurance intention, reaching 67% of the explanatory power. (c) Trust has a high influence on the online insurance intention, however, the analysis also shows that the general consumer trust in the online is not high, how to improve consumer confidence in the online insurance is an important issue of business online insurance