投資型保險透過網路行銷通路可行性之研究

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投資型保險透過網路行銷通路可行性之研究

A Feasibility Study of Investment Insurance by Internet marketing channels

陳姿君 , Masters　　Advisor：王言;王明智　　

繁體中文

投資型保險；網路行銷；電子商務； Electronic commerce ； Internet Marketing ； Investment linked Insurance

Abstract │ Reference (29) │ Altmetrics

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In the present era of increasing technology, people increasingly rely on the Internet, in everyday life can be said is indispensable. Internet technology and applications are increasingly developed, making e-commerce transactions more frequently, so the sale of insurance on the Internet is a great opportunity.

In this study, perspective of the consumer acceptance of online insurance factors, reference literature, the formation of the research framework and assumptions. of consumers to buy investment-oriented insurance online motivation and will, through questionnaires, to spot check Taichung area, the online purchase of investment-oriented insurance inquiries. Issued a total of 300 questionnaires, 270 valid copies. Methods of this study is descriptive and ANOVA statistical analysis to explore the purchase of pipes and causes.

The study found that, because of convenience and are willing to accept the accounts of investment insurance Internet Marketing maximum number to worry about leakage of personal data, online consumers do not want the main reason to buy the biggest investment insurance, and the more the lower of years, online purchase The lowest investment-oriented insurance will. Therefore, convenience, safety, consumer income years, product design companies can provide, as a major concern basis.

Reference ( 29 ) 〈TOP〉

2. 電子商務著作人: 熱門電子商務應用趨勢，財團法人資訊工業策進會，2002，91-121。
連結：
4、Celsi, R. L., and J. C. Olson (1988), “The Role of Involvement in Attention and Comprehension Processes, ” Journal of Consumer Research, Vol.15:
連結：
(September), 210-224.
連結：
1.李正文，消費者線上投保意圖關鍵因素之研究（行銷評論，2006 年春季，第3 卷，第1 期，頁633-664）。
連結：
2. 邱顯貴、楊亨利，線上購物網站，值得消費者的信任因素之研究（資訊社會研究（5）），2003，頁139-174。
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