保險業運用電子商務之因素與績效研究

The Effect of Electronic Commerce on Taiwan's Insurance Industry

李正文(Cheng-Wen Lee)；鄭嘉佩(Chia-Pei Cheng)

電子商務 ； 保險業 ； 消費者認知 ； 員工態度 ； Electronic Commerce ； Insurance Industry ； Customer Perception ； Employee Attitude

企業管理學報

68期（2006 / 03 / 01）

23 - 56

繁體中文

近年來網際網路持續地增長，使用網路的人口倍數激增，網路購物已成為全球市場趨勢，進而成為提升公司能力及信譽的重要資源。加入世界貿易組織後，國內金融業者面對國外競爭者的強勢壓力，迫使保險業必須由傳統單純交易導向，快速發展為線上交易模式。故本研究以問卷調查方式，就保險業運用電子商務之因素與績進行探討，以國內經營線上投保保險公司的員工為對象，共發放195份問卷，回收91份（回收率為46.67%），研究內容主要為四大構面，分別為電子商務特性、消費者認知、員工態度及績效，採用因素分析法、pearson相關分析、正典相關及逐步迴歸進行資料分析，探討各構面間之相關性。研究結果發現，電子商務特性與消費者認知、電子商務特性與員工態度、消費者認知與績效、員工態度與績效、以及電子商務特性與績效皆有顯著相關。此說明了現今的保險公司發展電子商務可以增進其競爭優勢。最後，本研究並提供保險業者些許管理上的建議，使其推行網路保險的機制更完善。

In recent years, the Internet continues to grow and evolves as a vital resource with which companies can upgrade their capabilities and reputations. Gradually, an increasing number and variety of firms and organizations are exploiting and creating business opportunities on Internet. After joining challenge of WTO, the domestic financial companies face the pressure of global financial enterprises. Because of theses, electronic commerce has made an impact on the insurance industry in Taiwan. Therefore, we use questionnaire to collect the data, totally 91 questionnaires (46.67%) gathered. Accordingly, this study conducts an empirical research of electronic commerce on Taiwan's insurance industry. We adopt Pearson Correlation Analysis, Canonical Correlation Analysis and Stepwise Regression analysis to examine whether the characteristics of electronic commerce, customer perception, employee attitude and performance have notable correlations. The results find that there are significant correlations between these constructs. Meanwhile, it shows electronic commerce can enhance insurance companies' competitiveness, and provides some managerial implications and suggestions.

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