線上投保人壽保險是近年來備受重視的主題之一,然而,在過去的研究中,壽險業者對於消費者的網路忠誠度了解相對有限。本研究旨在以交易成本觀點探討消費者選擇線上投保人壽保險時,是否受到信任、知覺風險因素進而對網路忠誠度有所影響。本研究係採用問卷調查法搜集資料,以2013年人身保險業公開資訊網站公佈之壽險業市場佔有率較高的四家壽險公司,分別為國泰人壽22.7%、富邦人壽16.98%、南山人壽15.0%、新光人壽7.08%,總佔率為61.76%以代表壽險業線上投保之通路,依其比例發放問卷總數,並以曾購買這四家壽險公司保險商品之保戶做為發放問卷的對象。共發放250份問卷,有效問卷數224份(有效回收率89.6%)。並採用驗證性因素分析、結構方程模式進行資料分析來驗證研究假說。研究結果發現,信任與網路忠誠度呈現顯著的正相關、知覺風險與網路忠誠度無顯著關係、知覺風險對信任、網路忠誠度亦無顯著關係。在交易雙方之間信任關係的建立,可大幅減低雙方進行交易所承擔的成本,增加消費者對於線上投保人壽保險的忠誠度。最後,本研究提供壽險業者理論與管理意涵,供決策者作為經營參考的依據。
The online purchase of life insurance policy has been gradually emphasized by industry and academics. However, there is limited an understanding of online loyalty towards online purchase of life insurance policy. Thus, this study adopts purpose from transaction costs in order to investigate whether trust, and perceived risk factor may influence loyalty towards online purchase of life insurance policy. In this research, a questionnaire survey was conducted. The object of respondents was policyholder who used to be online purchasers of life insurance policy of the big four life insurance companies based on their market share, including Cathay Life Insurance (22.7%), Fubon Life Insurance (16.9%), Nan Shan Life Insurance (15.0%) and Shin Kong Life Insurance (7.08%). In total, 250 questionnaires were sent to respondents. As a result, there were about 224 valid questionnaires and the effective response rate was approximately 89.6%. Confirmatory factor analysis and structural equation modeling were applied to test the causal model and hypotheses. The results reveal that there is positive relationship between trust and online loyalty and there is no causal relation between perceived risk factor and the loyalty. Moreover, the perceived risk factor is not influential in the trust and the loyalty. Placing trust between parties can significantly reduce transaction costs, and pledge loyalty towards online purchase of life insurance. Finally, this study provides life insurance industry theory and managerial implications as basic reference for decision makers.