智慧穿戴裝置結合健康保險之研究－科技接受模式與創新抵制理論之應用

SMART WEARABLE DEVICE INTEGRATE HEALTH INSURANCE WITH THE APPLICATION OF TECHNOLOGY ACCEPTANCE MODEL AND INNOVATION RESISTANCE THEORY

10.6220/joq.202112_28(6).0003

林文晟(Wen-Cheng Lin)；陳泓銘(Hung-Ming Chen)

科技接受模式 ； 創新抵制理論 ； 智慧穿戴裝置 ； 健康管理保險 ； technology acceptance model ； innovation resistance theory ； smart wearable device ； healthy management insurance

品質學報

28卷6期（2021 / 12 / 30）

437 - 456

繁體中文

隨著醫療科技的進步與民眾教育程度的提升，國人逐漸意識到關注個人健康的重要性，而金融保險業者也看見這股風潮與廣大的商機，將智慧穿戴裝置（smart wearable device） 結合健康管理概念之新興保險商品便應運而生。本研究以科技接受模式（technology acceptance model, TAM）探討民眾對於智慧穿戴裝置結合健康管理保險之投保意願，進一步檢驗創新抵制理論（innovation resistance theory）之變數是否對於民眾知覺有用性（perceived usefulness）、知覺易用性 （perceived ease of use）和投保意願產生調節效果。本研究採用便利抽樣（convenience sampling）進行問卷蒐集，有效問卷共575份，研究結果發現：知覺有用性、知覺易用性皆會正向提升智慧穿戴裝置結合健康管理保險（healthy management insurance）的投保意願，惟創新抵制理論變數中的價值障礙（value barrier）會影響投保意願，而風險障礙（risk barrier）卻對知覺有用性與投保意願產生調節效果。TAM確實可以解釋智慧穿戴裝置結合健康管理保險的投保意願，然創新抵制理論中的價值障礙會影響民眾投保意願，顯示此創新商品的結合仍有很多市場話題性及行銷空間，本研究亦發現風險障礙產生了調節效果，表示民眾對於此創新商品確實會提高投保意願，然在風險障礙上還是會使其對該創新結合存在一些疑慮，此結果可提供相關業者針對行銷策略來增強民眾投保意願進而減輕民眾創新抵制的意識。

With the progress of medical science and technology and the improvement of public education, people gradually realize the importance of paying attention to personal health. However, financial and insurance industry also see this trend and broad business opportunities to develop insurance products combining wearable devices with health management. This study explores the public's willingness to insure for smart wearable devices combined with health management insurance through technology acceptance model, and further tests whether the variables of innovation resistance theory have moderating effects on people's perceived usefulness, perceived ease of use and insurance willingness. Empirical research was used convenient sampling to collect 575 questionnaires. Perceived usefulness and perceived ease of use will positively significantly the insurance willingness of smart wearable devices combined with health management insurance. However, value barriers of innovation resistance theory can affect the insurance willingness and risk barriers have moderating effects on perceived usefulness and insurance willingness. The technology acceptance model can really explain the insurance willingness. However, the value barrier of innovation resistance theory will affect the insurance willingness. This shows that there are still many market topics and marketing space for this innovative commodity. This study also finds that risk barrier has a moderating effect. For this innovative commodity will indeed increase the willingness to insure, but there are still some doubts about the combination of innovation in the risk barriers. This result can provide relevant enterprises with marketing strategy to enhance the insurance willingness and reduce the awareness of innovation resistance.

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