駕駛行為風險感知、偏差駕駛行為、UBI車險涉入與UBI車險購買意願關係之研究

無線通訊技術催生智慧汽車的各式創新服務，而UBI（usage-based insurance）車險被視為最具潛力的服務模式。該模式於歐洲和美國等國家皆已有成功案例，亞洲國家以中國的發展較為快速；台灣雖仍在起步階段，但技術發展或整體市場環境皆深具發展潛力。本研究重點於分析消費者在決定購買UBI車險時，會受到哪些因素的影響，進而推導出駕駛行為風險感知、偏差駕駛行為、UBI車險涉入，是否會影響UBI車險購買意願。本研究先針對駕駛行為風險感知、偏差駕駛行為、UBI車險涉入及購買意願做相關文獻探討，藉以奠定本研究理論基礎，並提出研究架構及研究假設，以發放問卷的方式進行調查，回收有效問卷數為323份；將所得問卷資料以SPSS22.0版進行分析，採用信度與效度分析、敘述性統計、獨立樣本t-檢定、變異數分析、相關分析及迴歸分析等統計方法進行分析並驗證假說。研究結果發現駕駛行為風險感知對UBI車險購買意願有正向影響、低偏駕駛行為對UBI車險購買意願有正向之影響、駕駛行為風險感知對UBI車險涉入有正向之影響、低偏差駕駛行為對UBI車險涉入有正向之影響及UBI車險涉入在駕駛行為風險感知和低偏差駕駛行為與UBI車險購買意願之間具有中介效果。最後依研究結果提出保險實務及後續研究建議。

關鍵字

駕駛行為風險感知；偏差駕駛行為； UBI車險涉入；購買意願

並列摘要

Wireless communication technology has spawned various innovative services for smart cars, and UBI (usage-based insurance) auto insurance is regarded as the most potential service model. This model has had successful cases in countries such as Europe and the United States. The development of Asian countries with China is relatively fast. Although Taiwan is still in its infancy, its technological development or overall market environment has great potential for development. This study focuses on analyzing what factors consumers will be affected by when deciding to buy UBI auto insurance, and then deduce whether driving behavior risk perception, deviation driving behavior, and UBI car insurance involvement will affect UBI car insurance purchase willingness. This research first discusses related literature on driving behavior risk perception, deviation driving behavior, UBI auto insurance involvement and purchase intention, so as to lay the theoretical foundation of this research, and put forward research framework and research hypothesis, survey by way of questionnaires, effective recovery The number of questionnaires was 323; the obtained questionnaire data was analyzed with SPSS 22.0 version, using statistical methods such as reliability and validity analysis, descriptive statistics, independent sample t-test, variance analysis, correlation analysis and regression analysis. And verify the hypothesis. The results of the study found that the perception of driving behavior risk has a positive impact on UBI car insurance purchase willingness, low Partial driving behavior has a positive effect on UBI car insurance purchase intentions, driving behavior risk perception has a positive effect on UBI car insurance involvement, low deviation driving behavior has a positive effect on UBI car insurance involvement and UBI car insurance is involved in driving Behavioral risk perception and low deviation driving behavior have an intermediary effect between UBI auto insurance purchase intentions. Finally, according to the research results, insurance practice and follow-up research suggestions are put forward.