後疫情時代風險感知對保險購買意願之影響：以計畫行為理論為基礎

Abstract

COVID-19疫情對全球社會與經濟體系造成劇烈衝擊，亦顯著改變民眾對風險的感知與財務保障的需求。特別在後疫情時代，消費者面對健康威脅、經濟不穩與生活不確定性，對保險商品的關注與依賴程度日益提高，促使保險市場出現結構性轉變。本研究以計畫行為理論（Theory of Planned Behavior, TPB）為核心架構，結合風險感知三構面（健康風險、財務風險與未來不確定性風險），探討其對消費者保險購買意圖與實際購買決策之影響機制。透過問卷調查法蒐集286份有效樣本，運用敘述統計、信效度分析、相關與迴歸分析、中介效果檢驗等量化方法進行實證研究。研究結果顯示，三種風險感知皆對行為意圖有顯著正向影響，其中未來不確定性風險的影響力最大；本研究實證發現，影響行為意圖的三個主要構面--態度、主觀規範與知覺行為控制三構面，均對購買意願具顯著正向影響，進一步驗證計畫行為理論（TPB）於後疫情時代消費者保險購買行為之適用性與解釋力。此外，態度與主觀規範在部分構面中具中介效果，顯示風險感知會透過心理認知轉化為實際行為傾向。本研究成果有助於深化學術對消費者保險購買行為的理解，亦提供保險業者在產品規劃、顧客溝通與行銷策略上具體參考，強化其在後疫情時代的市場競爭力。關鍵字：後疫情時代、風險感知、計畫行為理論、行為意圖、保險購買決策、消費者行為The COVID-19 pandemic has had a profound impact on global society and economic systems, significantly altering individuals’ perceptions of risk and increasing demand for financial protection. In the post-pandemic era, consumers are increasingly concerned about health threats, economic instability, and uncertainty about the future. This has led to a structural transformation in the insurance market and heightened public interest in insurance products.This study adopts the Theory of Planned Behavior (TPB) as its theoretical foundation and incorporates three dimensions of risk perception—health risk, financial risk, and future uncertainty risk—to investigate their influence on consumers’ insurance purchase intentions and decision-making behavior. A quantitative research method was applied, using survey data from 286 valid respondents. Statistical techniques including descriptive analysis, reliability and validity tests, correlation and regression analysis, and mediation effect tests were employed to validate the research framework.The research results show that all three risk perceptions have a significant positive impact on behavioral intention, among which future uncertainty risk has the greatest influence; this study empirically found that the three main dimensions that affect behavioral intention - attitude, subjective norms and perceived behavioral control - all have a significant positive impact on purchase intention, further verifying the applicability and explanatory power of the Theory of Planned Behavior (TPB) in consumer insurance purchasing behavior in the post-epidemic era. In addition, attitude and subjective norm have a mediating effect in some dimensions, indicating that risk perception will be transformed into actual behavioral tendencies through psychological cognition.This research contributes to a deeper academic understanding of consumer insurance behavior in the post-pandemic context and provides practical insights for insurance companies in product development, risk communication, and strategic marketing.Keywords: Post-Pandemic Era, Risk Perception, Theory of Planned Behavior (TPB), Behavioral Intention, Insurance Purchase Decision, Consumer Behavior