消費者線上投保意圖關鍵因素之研究

The Key Factors of Consumer Intention in Purchasing Online Insurance

10.29931/MR.200603.0004

李正文(Cheng-Wen Lee)；廖若筠(Jo-Yun Liao)

線上投保 ； 品牌忠誠度 ； 消費者意圖 ； Online Insurance ； Brand Loyalty ； Consumer Intention

行銷評論

3卷1期（2006 / 03 / 01）

633 - 663

繁體中文

隨著網際網路的普及化，保險業結合了電子商務，開始提供線上投保服務。本研究重點在於分析消費者在決定是否使用網際網路購買保險時，會受到哪些因素的影響，並找出這些因素間的相關性。研究構面分為消費者個人特徵、商業網站特性認知、品牌忠誠度及線上投保意圖。採問卷調查方式，以20歲以上且具有使用網路經驗的消費者為對象，共發放300份，有效問卷回收273份，回收率91%。並採用信度與效度分析、因素分析、Pearson相關分析、典型相關分析及逐步迴歸分析來驗證研究假說。研究結果發現，消費者個人特徵與商業網站特性認知、消費者個人特徵與線上投保意圖、消費者個人特徵與品牌忠誠度、商業網站特性認知與品牌忠誠度、品牌忠誠度與線上投保意圖、商業網站特性認知與線上投保意圖等六項研究假說均成立，均呈現顯著的正相關。故本研究建議，保險業者應該著重在提升消費者對網路保險的接受度、強化消費者對商業網站特性的認知、增強消費者對品牌的忠誠度，以提高消費者對線上投保的使用意願。

Taiwan's online insurance is in its early days, about 2 years long. Nevertheless, Internet will be an important channel in the future. This research attempts to find out what factors affect consumer intention in purchasing insurance online, and examines the relationship between those factors. According to the literature, a research framework is established, and is composed of four constructs including consumer's personal characters, commercial website recognition, brand loyalty, and intention to purchase insurance online. Then, we use questionnaire to collect the data gathered from the people who are older than 20-year-old and have experience in using Internet. The analysis methods include Reliability Test, Factor Analysis, Pearson Correlation Analysis, Canonical Correlation Analysis, and Stepwise Regression Analysis. This research results propose there are significant relationships between these constructs. Finally, this paper suggests insurance industry should improve consumer's acceptance of online insurance, commercial website recognition, and brand loyalty to increase consumer's intention to purchase insurance on-line.

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