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資訊電子學刊

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篇名 年輕族群對網路投保汽機車保險的意圖探討
卷期 7:1
並列篇名 A Study on Purchase Intention of Online Automobile/Motorcycle Insurance for Young Consumers
作者 邱佩玲段沛淇林琬真
頁次 037-054
關鍵字 網路投保風險知覺便利性感知意圖電子商務On-line InsurancePerceived RiskConvenience PerceptionIntentionE-commerce
出刊日期 201703

中文摘要

因網際網路崛起,行動裝置日益普及,電子商務的發展日益蓬勃,提供數位化的金融服務勢在必行。眾 所矚目之下,金管會於2014 年宣布啟動金融3.0 計畫,金融保險服務的數位化、網路化、行動化將是未來趨 勢。雖然網路投保的服務可以不受時間與空間的限制,帶來許多的便利性,但是本研究想探討風險知覺的影 響之下,網路投保的接受程度如何。再者,大學生擁有機車的比例相當高,因而此研究嘗試以銘傳大學學生 為調查對象,探討年輕族群對採用網路投保汽機車保險的風險知覺、便利性感知與意圖的關係。 研究結果顯示,背景因素中,部分因素顯著地影響受訪者對於風險知覺、便利性感知以及網路投保意圖 的程度。相關分析結果顯示,風險知覺與網路投保意圖呈現顯著負相關,而網路投保之便利性感知與意圖呈 現顯著正相關。此研究結果可提供保險業發展電子商務的參考,提高便利性與降低風險有助於網路投保的推 動。

英文摘要

With the advancement of Internet technology and the growing popularity of mobile devices, the development of ecommerce is more important for enterprises. In 2014, the Financial Supervisory Commission announced Bank 3.0 plan started up. For insurance companies, e-service and e-commerce will be the future trend. Certainly, purchasing online insurance products is unrestricted by time and location such that the convenience increases. However, the perceived risk also is one of important factors that influence the intention of online purchasing. Furthermore, many college students own or drive automobile/motorcycle in Taiwan, the automobile/motorcycle insurance is an important and frequent activity for them. Thus, by surveying Ming Chuan University students, this study investigates the correlation among the perceived risk, the convenience perception and intension. The results show that some of the background factors significantly affect the dimensions including respondents' risk perception, convenience perception and intention. Correlation analysis results show that the risk perception and intention dimensions are negatively correlated. As well as the convenience perception and intention dimensions are positively correlated. The results of this study may provide the insurance companies with reference for e-commerce development.