購買外溢保單對購買者影響之探究

Abstract

隨著全球人口老化的問題，健康成為了人們關注的重點。保險公司推出外溢保單並設立獎勵機制，保戶能藉由達到設定標準而降低保費或有不同回饋。本研究目的係消費者購買外溢保單後，其生活方式有否改變。本研究亦檢視消費者對保險公司設定達標條件及獎勵機制滿意程度。透過問卷調查和深入訪談研究結果顯示，外溢保單能夠有效促進消費者的健康意識和行為改變，特別是在飲食、運動習慣及定期健康檢查。多數填答者對外溢保單的獎勵機制感到滿意；研究亦指出獎勵機制的內容會影響購買意願。多數消費者願意提供個人健康資料給保險公司，然少數消費者對保險公司資安疑慮和個人健康數據隱私保護而不願意提供健康資料給保險公司。

As the global population ages, health has become a focus of attention. Insurance companies launch spillover policies and set up compliance reward mechanisms. Policyholders can reduce premiums or receive different rewards by meeting set criteria. This study aims to determine whether consumers' lifestyles have changed after purchasing spillover insurance policies. This study also examines consumer satisfaction with insurance companies’ criteria and reward mechanisms. The research results from questionnaire surveys and in-depth interviews show that spillover insurance policies can effectively promote consumers' health awareness and behavioral changes, especially regarding diet, exercise habits, and regular health examinations. Most respondents are satisfied with the incentive mechanism of spillover policies. The results of the questionnaires also indicate that the content of the incentive mechanism will affect purchase intention. Most consumers are willing to provide personal health information to insurance companies. However, a few consumers are unwilling to provide health information to insurance companies due to concerns about information security and privacy protection of personal health data.