隨著網際網路的普及化, 保險業開始提供網路投保服務,網路投保在購買的便利性吸引了不少客戶蠢蠢欲動,但有許多因素使得消費者對網路投保持保留態度,本研究重點於分析消費者在決定是否使用網路進行投保的時候,會受到哪些因素的影響, 並找出這些因素之間的相關性。 本研究首先針對保險商品種類、網站品質、產品複雜度、品牌忠誠度及網路投保意願做相關文獻回顧,藉以奠定本研究理論基礎,並加以提出研究架構及假設,研究方法採用問卷調查方式進行資料蒐集,問卷總共發放373份,實際回收有效問卷數為320份,所得資料以SPSS19.0版進行資料的處理及分析,採用敘述性統計、獨立樣本t檢定、單因子變異數分析、相關分析、迴歸分析與階層迴歸分析等統計方法進行分析及假設驗證。研究後結果發現網站品質、產品複雜度、品牌忠誠度,皆對消費者網路投保意願有正向影響,最後依研究結果提出保險實務及後續研究的建議。
With the popularity of the internet, the insurance industry began to provide purchase insurance online services, it is convenience to purchase insurance online that attract lots of customers around the corner, but there are many factors make consumers reserve their opinions, this study focused on analyzing the factors that consumers will be affected in deciding whether to purchase insurance online, and to identify the relevance of these factors. To lay its theoretical foundation as to propose the research framework and assumptions, this study did a literature review on website quality, product complexity, brand loyalty and purchasing insurance online first. Its research method was to collect information by questionnaires, issued a total of 373 questionnaires and among the collected was 320 valid ones, information to data processing SPSS19.0 version, analysis and using descriptive statistics, independent sample T test, one-way analysis of variance, correlation analysis, regression analysis and hierarchical regression methods of analysis and hypothesis testing. It is the finding of this research that website quality, product complexity and brand loyalty all have a positive impact on purchasing insurance online; therefore, the research findings are presented here as recommendations for insurance practice and further study.
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