臺灣博碩士論文加值系統

本研究採用科技接受模式（TAM）作為理論基礎，探討民眾對於線上投保保險商品的態度，並進一步分析民眾是否會因保險商品種類的不同，進而影響其使用網路購買保險商品的意願。本研究以臺灣地區的民眾作為研究對象，以便利抽樣方式於網路進行問卷發放，共發放628份，剔除無效問卷88份後，共計540份有效問卷，有效回收率為85.99%。所有資料經描述性統計、驗證性因素分析及結構方程模式等方法進行假說驗證。本研究結論如下：一、本文所建構的民眾線上投保退休金理財規劃及旅遊平安險行為模式可有效地應用於探討民眾線上投保之研究。二、在退休金理財規劃行為模式中，知覺有用性、信任、產品涉入對態度具有顯著正向影響；知覺風險對態度則具有顯著負向影響；態度、主觀規範對行為意圖具有顯著正向影響，僅知覺易用性對態度不具有顯著正向影響。三、在旅遊平安險行為模式中，知覺有用性、知覺易用性、信任及產品涉入對態度具有顯著正向影響；態度、主觀規範對行為意圖具有顯著正向影響，僅知覺風險對於態度則不具有顯著負向影響。最後本研究總結，面對保單金額較高且屬於長期型的保險商品時，或許並不適合透過網路讓民眾來自行購買；而一次性、低價的保險商品，便利、快速、有效率地解決需求是民眾的首要考量。

This study used the Technology Acceptance Model (TAM) as a theoretical basis to explore the publics attitude towards different types of online insurance products. The subject of the study was the masses in Taiwan. The researcher used convenient sampling as the sampling method, a total of 628 surveys were issued, 88 invalid surveys, 540 valid surveys were collected and the effective response rate was 85.99%. The results of this study are as follows: 1. The overall behavior model of the Taiwanese people in online insurance pension financial planning and travel insurance constructed by this study fitted well in statistics and can be effectively applied to explore the research of online insurance. 2. In the behavior model of pension financial planning, perceived usefulness, trust, and product involvement have a significant positive influence on attitudes, perceived risk has a significant negative influence on attitude; attitude, subjective norm has a significant positive influence on behavior; as the perceived ease of use has no significant positive influence on attitude. 3. In the behavior model of travel insurance, perceived usefulness, perceived ease of use, trust and product involvement have a significant positive influence on attitude, attitude, subjective norm has a significant positive influence on behavior; as the perceived risk has no significant negative influence on attitude. Finally, the conclusion of this study are high insurance policies and long-term insurance products, it may not be suitable for people to buy through the internet; for one-off and low-priced insurance products, the convenient, fast and efficient solution to the demand is the primary consideration of the people.

目錄
摘要 I
Abstract II
謝誌 III
目錄 IV
圖目錄 VI
表目錄 VII
第壹章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 4
第三節　研究流程 5
第貳章　文獻探討 7
第一節　國內保險產業之介紹 7
第二節　科技接受模型 10
第三節　信任 14
第四節　知覺風險 16
第五節　產品涉入 18
第六節　主觀規範 20
第七節　國內外之相關研究 22
第叁章　研究方法 29
第一節　研究架構 29
第二節　研究假說 30
第三節　問卷設計說明 32
第四節　研究對象及抽樣方式 44
第五節　統計方法 44
第肆章　結果與討論 46
第一節　受訪樣本的分佈說明 46
第二節　驗證性因素分析 49
第三節　研究變項之現況分析 62
第四節　受訪者對於線上投保保險商品行為模式之分析與綜合討論 78
第五節　整體模式驗證結果及討論 85
第伍章　結論與建議 95
第一節　結論 95
第二節　建議 97
參考文獻 100
附件一　研究問卷 111

圖目錄

圖 1-1 本研究流程 6
圖 2-1 科技接受模式 11
圖 3-1 研究架構圖 29
圖 4-1 退休金理財規劃模型之區別效度路徑適配圖 60
圖 4-2 旅遊平安險模型之區別效度路徑適配圖 61
圖 4-3 受訪者對於線上投保退休金理財規劃行為之模式路徑圖 84
圖 4-4 受訪者對於線上投保旅遊平安險保險行為之模式路徑圖 84

表目錄
表 2-1 國內外相關研究結果 25
表 3-1 商品簡介 34
表 3-2 行為意圖衡量題項 35
表 3-3 態度衡量題項 36
表 3-4 知覺有用性衡量題項 37
表 3-5 知覺易用性衡量題項 38
表 3-6 信任衡量題項 39
表 3-7 知覺風險衡量題項 40
表 3-8 產品涉入衡量題項 41
表 3-9 主觀規範衡量題項 42
表 4-1 受訪者的人口統計變項現況分佈摘要表 48
表 4-2 各變項常態性檢定分析 51
表 4-3 驗證性因素之信度及收斂效度分析表（退休金規劃） 54
表 4-4 驗證性因素之信度及收斂效度分析表（旅遊平安險） 56
表 4-5 信賴區間法之區別效度檢驗分析表（退休金理財規劃） 57
表 4-6 信賴區間法之區別效度檢驗分析表（旅遊平安險） 58
表 4-7 行為意圖現況摘要表（退休金理財規劃） 63
表 4-8 行為意圖現況摘要表（旅遊平安險） 63
表 4-9 態度現況摘要表（退休金理財規劃） 65
表 4-10 態度現況摘要表（旅遊平安險） 65
表 4-11 知覺有用性現況摘要表（退休金理財規劃） 67
表 4-12 知覺有用性現況摘要表（旅遊平安險） 67
表 4-13 知覺易用性現況摘要表（退休金理財規劃） 69
表 4-14 知覺易用性現況摘要表（旅遊平安險） 69
表 4-15 信任現況摘要表（退休金理財規劃） 71
表 4-16 信任現況摘要表（旅遊平安險） 71
表 4-17 知覺風險現況摘要表（退休金理財規劃） 73
表 4-18 知覺風險現況摘要表（旅遊平安險） 73
表 4-19 產品渉入現況摘要表（退休金理財規劃） 75
表 4-20 產品渉入現況摘要表（旅遊平安險） 75
表 4-21 主觀規範現況摘要表（退休金理財規劃） 77
表 4-22 主觀規範現況摘要表（旅遊平安險） 77
表 4-23 受訪者對於線上投保保險商品之整體行為模式配適度 79
（退休金理財規劃） 79
表 4-24 受訪者對於線上投保保險商品之整體行為模式配適度 80
（旅遊平安險） 80
表 4-25 行為模式變數違反估計檢定（退休金理財規劃） 81
表 4-26 行為模式變數違反估計檢定（旅遊平安險） 82
表 4-27 假說驗證結果表（退休金理財規劃） 85
表 4-28 假說驗證結果表（旅遊平安險） 86

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