隨著金融科技時代的來臨，商業模式正逐漸改變中，尤其年輕世代多以網路從事金融相關交易，數位化發展趨勢將對金融機構之經營環境產生重大影響。不同世代出生的人，會隨著成長環境與時代背景影響，並且在生活態度與價值觀上會有所不同。這個現象可能出現在「數位原生」(Digital Natives)與「數位移民」(Digital Immigrants)尤為明顯。本研究探討仰賴「人」為服務的保險業中，未來將面臨到產業通路創新，而哪些關鍵因素會影響著數位原生(Digital Natives)與數位移民(Digital Immigrants)兩個世代在保險業在網路投保意願，將是本研究探討方向。具體而言，本研究茲將以科技接受模式(Technical Acceptance Model,TAM)、計畫行為理論(Theory of Planned Behavior ,TPB)與信任(Trust)之整合性模式探究數位原生(Digital Natives)與數位移民(Digital Immigrants)之網路投保意願。
於研究方法方面，本研究對象為有網路購物經驗的消費者，運用便利抽樣方式蒐集調查問卷。在研究結果發現於數位原生(Digital Natives)及數位移民(Digital Immigrants)兩者，對於網路投保之知覺易用性對知覺有用性與態度均有正向顯著影響，而且對網路投保之態度亦顯著影響網路投保意願。並且，亦發現信任顯著地影響網路投保之態度。然而，於使用網路投保之知覺有用性、信任及知覺行為控制兩者消費者無顯著地影響網路投保意圖。此外，本研究另發現數位移民(Digital Immigrants)之消費者使用網路投保之知覺有用顯著地影響其態度，對照於數位原生(Digital Natives)之消費者使用網路投保之知覺有用卻沒有影響其態度。再者，於數位原生(Digital Natives)之消費者使用網路投保之主觀規範正向顯著影響其網路投保意圖，但是於數位移民(Digital Immigrants)消費者中，本研究卻發現消費者使用網路投保之主觀規範沒有正向顯著影響其網路投保意圖。最後，依據這些研究發現，本研究的管理意涵與未來研究方向亦被呈現於本論文中。
With the upcoming age of Fintech, the business model of financial industry is gradually changing. Financial digitization has a great impact on business environment of financial institutions, especially when younger generation mostly engages in financial transactions through Internet. Different generations demonstrate different attitude and values towards life due to various growth environments and backgrounds. The phenomenon appears specifically obvious in Digital Natives and Digital Immigrants. The research explores on the channel innovation of service-oriented insurance industry and the factors in Digital Natives and Digital Immigrants’ intentions of purchasing online insurance. In particular, the research adopts an integrative model of Technical Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Trust to study.
The methodology adopted in the research exercises convenience sampling to collect questionnaires with the consumers who had online-shopping experiences as the research object. The study results mainly demonstrate that (1) online insurance’s perceived ease of use has positive and significant impacts on perceived usefulness and attitude of Digital Natives and Digital Immigrants; (2) attitude towards online insurance also has significant influence on intention for online insurance; (3) trust also significantly influenced attitude towards online insurance. However, perceived usefulness, trust and perceived behavioral control have no significant impact on intention for online insurance for Digital Natives and Digital Immigrants. Besides, the study also indicates that (1) online insurance’s perceived usefulness of Digital Immigrants has significant impact on their attitudes while that of Digital Natives has non-significant impact on their attitudes; (2) online insurance’s subjective norm of Digital Natives has positive significant influence on their intentions for online insurance while that of Digital Natives has non-significant impact on their intentions. Last, management implications and future research direction have been also presented in the study.
