消費者購買網路保險意圖關鍵因素之研究

The Key Factors of Consumer Intention in Purchasing Insurance Online

廖若筠(Jo-yun Liao)

指導教授 ： 李正文

中原大學/商學院/國際貿易研究所/碩士(2006年)

https://doi.org/10.6840/cycu200600162

摘要

近年來，隨著網際網路的普及化，保險業也結合了電子商務，開始提供線上投保的服務；本研究的重點在於探討網路保險可以為業者及消費者帶來什麼樣的好處，及網路保險發展緩慢的原因。另一方面，也以問卷調查的方式，分析消費者在決定是否使用網際網路購買保險時，會受到哪些因素的影響，並找出這些因素間的相關性。
研究構面分為消費者個人特徵、商業網站特性認知、品牌忠誠度、及線上投保意圖四個部份。問卷的發放的對象為二十歲以上且具有網際網路使用經驗的消費者，問卷內容詢問了消費者對網路保險的接受度、對商業網站特性的認知程度、對特定品牌的偏好程度、以及對線上投保的使用意圖之相關意見。問卷回收273份，回收率91%，而後以信度分析、因素分析、Pearson相關分析、典型相關分析、及逐步迴歸分析做為資料的分析方法。
研究結果發現，消費者個人對網路保險的態度與從商業網站感受到的特性有正相關、消費者個人對網路保險的態度與使用線上投保的意願有正相關、消費者個人對網路保險的態度與對特定品牌的偏好強烈程度有正相關、消費者由商業網站感受到的特性與使用線上投保的意願有正相關、消費者對特定品牌的偏好強烈程度與使用線上投保的意願有正相關、消費者由商業網站感受到的特性與對特定品牌的偏好強烈程度有正相關。於是本研究建議，保險業者應該著重在提升消費者對網路保險的接受度、強化消費者對商業網站特性的認知、增強消費者對品牌的忠誠度，以提高消費者對線上投保的使用意願。

關鍵字

意圖 ； 品牌忠誠度 ； 網路保險 ； 認知 ； 消費者行為

並列摘要

Taiwan’s online insurance is in its early days, about 2 years long. Nevertheless, Internet will be an important channel in the future. Because of the furture growth, insurance company should recognize consumer’s attitude and design a good website to increase their sales in such e-environment. My research is trying to find out what factors affect consumer attitude in purchasing insurance online, and examine the relationship between those factors.
According to the literature, I divide my research into four parts, consumer’s personal characters, commercial website recongnition, brand loyalty, and intention to purchase insurnce online. Then, use questionnaire to collect the datas. The objects are the people who are older than 20-year-old and have experience in using Internet. The analysis methods inclucde: Cronbach’s α Reliability Test, Factory Analysis, Pearson Correlation Analysis, Canonical Correlation Analysis, and Stepwise Regression Analysis.
This research finds out that consumer’s personal characters and commercial website recognition have positive relationship, consumer’s personal characters and insuring to purchase insurance intention online have positive relationship, consumer’s personal characters and brand loyalty have positive relationship, commercial website recognition and intention to purchase insurance online have positive relaionship, brand loyalty and intention to pruchase insurance online have positive relationship, commercial website recognition and brand loyalty have positive relationship.
Thus, this paper recommends insurance industry that should improve consumer’s acceptance of online insurance, commercial website recognition, and brand loyalty to increase consumer’s intention to pruchase insurance onine.

並列關鍵字

brand loyalty ； recognition ； intention ； consumer behavior ； online insurance

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