消費者ESG認知對保險公司信任與購買意願的影響

Abstract

隨著全球永續發展趨勢興起，消費者對企業在環境、社會與公司治理（ESG）領域的表現愈加重視，特別是在高信任需求的保險產業中，企業的永續作為已成為影響消費決策的重要因素。本研究以消費者對保險公司ESG行動的感知為出發點，探討其對企業信任、品牌忠誠度與再購意願之影響。研究透過問卷調查法收集資料，並運用敘述性統計、交叉分析、相關分析與迴歸分析進行實證驗證。研究結果發現：消費者對保險公司ESG感知（包含認知、認同及透明度）對企業信任具有正向顯著影響；企業信任對品牌忠誠度與消費意願具有正向影響；品牌忠誠度對消費意願亦具正向影響；企業信任與品牌忠誠度在ESG感知與消費意願之間具有部分中介效果。綜合結果顯示，企業應透過強化ESG行動與資訊揭露，建立消費者信任與忠誠，進而提升再購意願。本研究結果可供保險產業於品牌經營與永續策略規劃上參考，並為後續研究提供理論基礎。With the rise of the global sustainable development trend, consumers pay more and more attention to the performance of companies in the field of environment, society and corporate governance (ESG). Especially in the insurance industry with high trust demand, the sustainable actions of companies have become an important factor affecting consumer decisions. This study takes consumers' perception of insurance companies' ESG actions as the starting point to explore their impact on corporate trust, brand loyalty and repurchase intention. The study collects data through questionnaire surveys and uses narrative statistics, cross-analysis, correlation analysis and regression analysis for empirical verification. The results show that consumers' perception of insurance companies' ESG (including cognition, recognition and transparency) has a positive and significant impact on corporate trust; corporate trust has a positive impact on brand loyalty and consumption intention; brand loyalty also has a positive impact on consumption intention; corporate trust and brand loyalty have a partial mediating effect between ESG perception and consumption intention.The comprehensive results show that companies should build consumer trust and loyalty by strengthening ESG actions and information disclosure, thereby enhancing repurchase intention. The results of this study can provide a reference for the insurance industry in brand management and sustainable strategy planning, and provide a theoretical basis for subsequentresearch.