臺灣博碩士論文加值系統

隨著大眾對保險理財規劃的需求增加，以及健保法規的調整，民眾的保單內容也應隨時進行審視與調整，因此近年興起的保單健檢對保險消費者實有其必要性。本研究以保險消費者為研究對象，並針對消費者的信任、產品知識及知覺價值等因素對於消費者對保單健檢的態度與意圖的影響。正式問卷共回收618份，有效問卷回收率為86%，並以PLS進行問卷資料之統計分析。結果顯示保險消費者的信任及知覺價值皆對態度及行為意圖產生正向的影響；產品知識則對態度與行為意圖沒有影響。根據研究結果與結論提出相關之建議，為能更順利推行保單健檢，建議保險相關業者應建立更正確、更及時的保險相關資訊，獲致民眾對於保險從業人員的信任，提升民眾對於保單健檢的瞭解程度，以利未來保單健檢的推廣與落實。

As the increasing requirement for insurance and money management as well as the adjustment of health insurance regulations, the contents of the insurance policy also must to be reviewed and adjusted for the public by the current situations. As a result, the integrated policy analysis of insurance is more necessary for the consumers in recent years. The objects of this study were the insurance consumers. And through the investigation, we want to explore the trust, product knowledge and perceived value how to affect the attitude and intention for the integrated policy analysis of insurance of this consumers. After the totally 618 questionnaire were acquired , the effective recovery rate was 86%. From the analysis result of the questionnaire by PLS2.0, it showed that the trust and perceived value had a positive effect on the attitude and intentions of these consumers, while the product knowledge had no effect on both of that. According to the results and conclusions, it was suggested that the insurance company and insurance sales could create more accurate and more real-time information of insurance to get the trust from consumers, and enhance the consumers to be more familiar with the integrated policy analysis of insurance in order to entirely implement the concept of it in the future.

目錄
摘要 I
Abstract II
謝誌 III
表目錄 VI
圖目錄 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 5
第三節 研究流程 6
第貳章 文獻探討 8
第一節 保單健檢 8
第二節 信任 11
第三節 產品知識 14
第四節 知覺價值 16
第五節 態度 18
第六節 行為意圖 20
第參章 研究方法 22
第一節 研究架構與假說 22
第二節 問卷設計 25
第三節 研究對象與抽樣方法 31
第四節 統計方法 32
第肆章 研究結果說明與討論 35
第一節 受訪樣本的分佈說明 35
第二節 本研究各構面現況分析之說明 43
第三節 驗證性因素分析結果之說明 48
第四節 結構方程模式分析結果之說明 52
第五節 研究假說驗證 56
第伍章 結論與建議 59
第一節 結論 59
第二節 建議 62
參考文獻 64
附錄一 問卷 70
表目錄
表3-1信任問卷題項設計表 26
表3-2產品知識問卷題項設計表 27
表3-3知覺價值問卷題項設計表 29
表3-4態度問卷題項設計表 30
表3-5行為意圖問卷題項設計表 30
表4-1樣本分析摘要表 37
表4-2保單健檢資訊調查分析摘要表 42
表4-3信任構面平均值之分析表 43
表4-4產品知識構面平均值之分析表 44
表4-5知覺價值構面平均值之分析表 45
表4-6態度構面平均值之分析表 46
表4-7行為意圖構面平均值之分析表 47
表4-8各構面的因素負荷摘要表 49
表4-9模型估計參數表 50
表4-10各變項區別效度 51
表4-11各變項路徑係數表 53
表4-12直間接影響效果表 54
表4-13模式適配度檢驗表 55
表4-14研究假說驗證結果 58

圖目錄
圖1-1研究流程圖 7
圖3-1 研究架構圖 22
圖4-1 本研究路徑係數圖 54

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