一次購足的便利性與交叉購買保險意願－轉換成本與信任的干擾效果

One-Stop Shopping Convenience and Crossing Buying Insurance Intention: The Moderating Effects of Switching Costs and Trust

10.30137/IM.201106.0003

劉俊廷(Chung-Ting Liu)

一次購足的便利性 ； 交叉購買保險意願 ； 轉換成本 ； 信任 ； one-stop shopping convenience ； cross-buying insurance intention ； switching costs ； trust

保險專刊

27卷1期（2011 / 06 / 01）

67 - 86

繁體中文

一次購足的便利性可被視為交叉購買意願的重要因子，然而轉換成本與信任亦可能扮演關鍵角色。本文在於確認轉換成本與信任在一次購足的便利性與交叉購買保險意願之間的關係及其干擾效果。本研究取得452份保險業顧客的有效問卷，經階層迴歸分析檢驗研究假說，結果顯示，一次購足的便利性能正向影響顧客的交叉購買保險意願，但轉換成本則扮演強化顧客留存的作用力，並顯示具有弱化一次購足便利性的重要性。信任則是迫使顧客留存於現行的保險服務提供者，卻無法節制一次購足的便利性對交叉購買保險意願的正向影響力。整體而言，本研究對於保險業與銀行業可提供重要的實務意涵。

One-stop shopping convenience is viewed as an important factor in cross-buying intention. However, switching costs and trust may play an important role as well. The purpose of this paper is to examine the relationships among one-stop shopping convenience, switching costs, trust and cross-buying insurance intention, as well as the moderating effects of switching costs and trust. Based on the results of the survey questionnaires gathered from 452 customers of insurance industries, the author used a hierarchical regression model to test the hypotheses. The results showed that one-stop shopping convenience can affect cross-buying insurance intention positively, but switching costs may introduce an incentive to make customers stay with their current insurance providers, thereby weakening the relationship between one-stop shopping convenience and cross-buying insurance intention. In addition, trust also encourages customers to stay with their current insurance providers, although it has no significant effect on the moderating role of one-stop shopping convenience on cross-buying insurance intention. The important practical implications are provided for insurance and bank industries.

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