| 摘要: | 科技不斷創新發展，各行各業也不斷的被時代的巨輪，推著提出新的服務模式。而現今的金融科技（FinTech），即為一種金融產業新形態的經營。同時，保險科技(InsurTech)出現意謂著從產品、銷售、核保、理賠、客服與後台作業等傳統價值鏈，均被保險科技創新的經營模式所顛覆。然而，高度以「人」為服務的保險業，面臨產業創新，例如：網路投保出現即為一例。因此，有哪些因素影響保戶透過網路進行投保意願為本研究重要探討課題。因此，本研究茲將從科技(期望績效、努力期望)、心理(錯失恐懼、知覺行為控制)、社會(社會影響、社會焦慮)、品牌(品牌信任、品牌聲譽)與行為(習慣)因素，探究其對民眾線上投保意願之影響。本研究採網路問卷設計及便利抽樣方式，以蒐集研究問卷作為研究分析所用。根據結構方程模式檢定本研究所提之假說，研究結果顯示：期望績效、努力期望、錯失恐懼、知覺行為控制、社會影響、社會焦慮、品牌信任、品牌聲譽與習慣均對網路投保意願有顯著與正向之影響。最後，根據本研究結果提供予保險公司作為網路投保策略擬定之參考。
With the continuous innovation and development of technology, various industries are constantly being pushed by the wheels of time to propose new service models. The current financial technology (FinTech) is a new form of operation in the financial indus-try. At the same time, the emergence of insurance technology (InsurTech) means that the traditional value chain of products, sales, underwriting, claims, customer service, and back-office operations have all been overturned by innovative business models in in-surance technology. However, the insurance industry, which is highly service-oriented, is facing industry innovation, such as online insurance. Therefore, this study explores the impacts of technological (performance expectancy and effort expectation), psycho-logical (fear of missing out and perceived behavioral control), social (social influence and social anxiety), brand (brand trust and brand reputation), and behavioral (habit) factors on people's willingness to purchase insurance online. This study adopts a web-based questionnaire design and convenience sampling method to collect research questionnaires for research analysis. The structural equation model is used to test of the proposed hypotheses in this study. All performance expectancy, effort expectancy, fear of missing out, perceived behavioral control, social influence, social anxiety, brand trust, brand reputation, and habit all have a significant and positive impact on online insurance willingness. Finally, based on the results of this study, suggestions are provided to insurance companies as a reference for formulating online insurance strategies. |
