隨著智慧型手機與平板電腦等行動科技的蓬勃發展,許多企業透過導入行動應用程式來提昇經營績效或強化客戶服務。為了解產險業者如何在行動投保市場奪得先機,其於資訊安全、爭取消費者信任與保障消費者權益方面所採用的方法,本研究針對已導入行動投保業者之行動投保方式與種類分析;同時採用個案研究方法,對已導入行動投保與未導入行動投保業者進行深度訪談。得知已導入行動投保業者對於行動投保之便利性相當認同,且積極開發新的險種;而現今消費者因便利及價格因素會考慮以行動投保,但受會員登入手續、消費習慣、核保及理賠程序等問題困擾,因而降低行動投保意願。故業者面對行動投保之因應策略於產品種類方面,應在風險安全管理的架構下,增加專業及客製化的產險;在客戶服務方面,應簡化操作與填寫部分,並提供即時解答之客戶服務;在網路安全方面應符合政府法令規範及ISO資安認証;而在滿意度方面,除了即時修正更新APP程式不適用處,更應將業務與行動投保服務結合,以達到即時且親切的客戶疑難解答及服務。
In order to understand how the property and casualty insurance companies win in action insurance market, and which kind of methods were adopted about information security, consumer confidence and protection. This study focus on action insure types and methods in the property and casualty insurance companies which have applied action insurance, at the same time using the case study method to perform in-depth interviews with the company executives of insurance companies applied action insurance or not applied. That the insurance companies are quite identity to the convenient of action insurance, and actively develop new types of insurance. Consumers nowadays will consider using action insurance because of the convenience and price, they were confused by login procedures, consumption habits, underwriting and claims procedures, thus reducing the insured wishes. Therefore, the strategies of coping action insurance in product category aspects, should increase professional and customized property and casualty insurance be under the risk and safety management; in customer service, should simplify operations and fill in part, and provides immediate responds to the customer service; in network security should comply with government regulations and ISO information security certification specifications; and in terms of satisfaction, in addition to immediate correction and update APP program, furthermore business people and action insurance should be combined to achieve immediate and intimate troubleshooting and customer service.