消費者創新性、認知風險與創新認知屬性影響保險聚合網站採用意願之研究

Abstract

金融科技促成了整個金融產業的服務內容變革以及版圖轉移，其中保險業作為受影響最深的金融產業，面臨到「保險價值鏈分解」與「互聯網保險崛起」這兩大趨勢。而去除傳統業務中介人直接提供資訊並販售給消費者保險商品的「保險聚合網站」，正是這兩大趨勢的綜合體現，因此本研究聚焦在保險領域中的金融科技「保險聚合網站」，並以創新擴散理論及認知風險作為理論架構，建構影響採用意願的要素，並探討人口背景變項在各要素及採用意願上的差異，依此實證結果提出對保險聚合網站研發與推廣、金融政策研擬之策進建議。正式問卷發放期間為2017年06月10日至06月17日。共回收有效問卷351份。 經統計分析後得出重要結果如下：消費者「創新性」與「創新認知屬性」的「相對優勢」、「相容性」、「可觀察性」與「複雜性」對保險聚合網站「採用意願」皆具有相關性，且具有顯著影響力；消費者「創新認知屬性」四構面中，「可觀察性」最具有影響力；消費者「認知風險」總構面與分構面「隱私/安全風險」、「財務風險」、「時間風險」對保險聚合網站「採用意願」皆具有相關性，其中時間風險相關最大。

The insurance industry is most affected by financial technology. The "Insurance e-aggregator" to remove the traditional business intermediaries directly to provide consumer insurance products, is the "insurance value chain decomposition" and "Internet insurance rise" two comprehensive manifestations of the trend.Therefore, this study focuses on "Insurance e-aggregator", with Diffusion of Innovations Theory and Perceived risk as the theoretical framework to construct the elements that influence adoption intention. The official questionnaires were issued during the period from June 10 to June 17, 2017. A total of 351 valid questionnaires were collected. After statistical analysis, the important results are as follows: Consumers "innovative", "innovative advantage" of "comparative advantage", "compatibility", "Observability", "complexity" positive relationship with "adopted intention" of the Insurance e-aggregator, and all have the significant influence. "observability" the most influential. Consumer "Perceived risk", "privacy risk", "financial risk", "time risk" Positive relationship with the Insurance e-aggregator "adoption intention". And time risk has the most positive relationship.