近年智慧型手機與平板電腦上網率普及,帶動了行動數位的興起,行政院金融監督管理委員會亦於103年8月開放保險業辦理網路投保業務,為了解消費者對行動裝置與業務人員投保產險服務認知差異,及消費者對行動投保服務的接受與滿意程度,本研究以文獻分析及深度訪談的方式,對臺中地區民眾進行立意取樣調查,得知不論是否曾使用行動裝置投保,民眾對業務人員與行動裝置投保這兩種保險行銷方式接受程度與滿意度皆有差異。具有行動投保經驗消費者中,投保時仍會同時考量行動裝置與業務人員投保者較多(42.9%),略低於無行動投保經驗者之(57.1%),而僅選擇向業務人員投保的人數與選擇行動投保人數相當。此外,由本研究由消費者希望行動投保能提供的服務以便利性為主,安全性與多元服務次之,而後才為產品價格,可知現今消費者對服務須求的考量已大於商品價格。
In recent years the popularity of tablet PCs & smart phones coupled with Internet usage has heralded a process of increasing digital commerce. In August 2004, the Financial Supervisory Commission of the Executive Yuan permitted the insurance industry to begin utilizing the Internet in the course of business, opening the way for property and casualty insurers to compete in the online marketplace. The conventional insurance industry must now confront a market situation in which Internet insurance premiums are lower than over-the-counter offerings. But with the absence of a human face, how will public trust in online coverage be established and maintained? And will online service lead to inconvenience when settling claims? It is essential not only to determine differences in interpretation and understanding of insurance contracts that exist between consumers and insurance personnel utilizing mobile devices in the course of their interactions but also to assess consumer satisfaction with online service provision. Through both analysis and in-depth interviews, this paper clarifies the views of today's consumer of property and casualty insurance products.