臺灣與越南消費者使用保險科技服務意願之探究

Abstract

臺灣自2015年以來上網率均維持在80%以上，截至2024年越南已有約79%的人口使用網路。隨著網路普及化及數位技術的迅速發展，保險科技逐步改變臺灣與越南消費者的購買保險、查詢保單及理賠的方式。本研究旨在比較臺灣與越南消費者使用保險科技服務的意願，並探討影響其使用保險科技意願的因素。本研究採用問卷調查，針對臺灣與越南消費者進行資料蒐集。結果顯示，臺灣與越南消費者曾於網路購買保險或利用網路查詢保單比例均高。然而，在使用網路申請理賠，臺灣與越南消費者均較低。進一步分析發現，臺灣消費者在購買保險方面較重視資訊安全、支付便利、法令保障與網路穩定性，顯示其對制度與數位信任程度較高；越南消費者則偏好險種多樣性、親友推薦及促銷獎勵，反映其對人際互動與具體回饋的依賴。在查詢保單方面，兩地消費者行為趨於一致，僅資訊安全因素在臺灣顯著高於越南，顯示文化差異影響有限。至於申請理賠，臺灣消費者較重視流程透明、系統穩定及法規完整性；而越南消費者仍高度依賴親友或業務員建議，顯示其在數位理賠接受度上仍受人際信任影響。Since 2015, Taiwan's internet penetration rate has remained above 80%. As of 2024, approximately 79% of Vietnam's population uses the internet. With the widespread adoption of the internet and the rapid development of digital technologies, insurtech has gradually transformed the way consumers in Taiwan and Vietnam purchase insurance, review policies, and file claims. This study aims to compare the willingness of consumers in Taiwan and Vietnam to use insurtech services and to explore the factors influencing theiradoption.

This study employed a questionnaire to collect data from consumers in Taiwan and Vietnam. The results indicate that a high proportion of consumers in Taiwan and Vietnam have purchased insurance or checked their policies online. However, the proportion of consumers who have filed claims online is relatively low in both Taiwan and Vietnam. Further analysis revealed that Taiwanese consumers place greater emphasis on information security, payment convenience, legal protection, and internet stability when purchasing insurance, suggesting a higher level of trust in systems and digital infrastructure. In contrast, Vietnamese consumers prefer a diverse range of insurance products, recommendations from friends and family, and promotional incentives, reflecting a reliance on interpersonal interactions and tangible rewards.When it comes to policy inquiries, consumer behavior in Taiwan and Vietnam appears to be largely aligned, with the only notable difference being a significantly higher concern for information security among Taiwanese consumers, indicating limited impact from cultural differences. Regarding filing claims, Taiwanese consumers prioritize transparency in the process, system stability, and regulatory completeness. Meanwhile, Vietnamese consumers still heavily rely on advice from friends, family, orinsurance agents, showing that interpersonal trust continues to play a significant role in their acceptance of digital claims processes.