消費者對網路團購產險商品購買意願之研究

當下行動網路與智慧行動裝置的高普及率，為電子商務模式提供創新的基礎。現行我國產險業者經營網路投保業務數年，市占率仍低於1%。而網路團購所創出的電子商務新商機，為本研究的主要議題。對年滿二十歲有網購經驗者以便利抽樣法問卷了解，網路團購產險商品的動機、風險認知與購買意願，共計有效問卷198份，以探討新興的網路行銷模式的可行性。研究結果發現不同消費者對網路團購保險商品的動機以性別、教育程度及個人年收入呈現顯著。不同消費者對網路團購保險商品的風險認知僅性別及個人年收入呈現顯著。不同消費者對網路團購保險商品的購買意願僅有職業呈現顯著。

關鍵字

網路行銷；網路投保；網路團購；購買意願；網路團購保險

並列摘要

The current high penetration of mobile networks and smart mobile devices provides the basis for innovation in e-commerce models. At present, property insurance industry operating network insurance business for several years, the market share is still less than 1%. And the group-buying insurance created new business opportunities in e-commerce, the main topic of this study. For those who have experience in online shopping at least 20 years of age to facilitate sampling questionnaire to understand, online group-purching insurance products motivation, risk awareness and purchase intention, a total of 198 valid questionnaires to explore the feasibility of emerging network marketing model. The results showed that different consumers' motivations for online Group-purching Insurance were significant in terms of gender, education level and individual annual income. Different consumers' perceptions of the risks of online Group-purching Insurance were only significant in terms of gender and individual annual income. The purchase intention of different consumers to buy online Group-purchasing insurance is only significant in terms of occupation.