整合科技接受模型與知覺風險探討消費者網路投保使用意願之研究

Abstract

本研究奠基於網路投保法規對於網路投保財產保險商品係採負面表列的開放方向，為瞭解消費者對於網路投保財產保險商品之重要影響因素，經研析採用科技接受模型為基礎理論，並加入知覺風險及產品複雜度共二項變數，探討消費者對於網路投保四種財產保險商品的使用意願，並依汽機車險、傷害險、防疫險、手機險分別說明。此外，同時檢驗產品複雜度變數對於網路投保使用意願之干擾程度。案經2022年第一季採取網路問卷調查，於問卷前測作業後，續於網上獲致821份資料，刪除不合格者約10.23%，以737份有效問卷作為分析基礎，接著再以SPSS驗證各觀察變項對於網路投保意願之分析，兼以AMOS執行驗證式分析，俾強化問項之信度及效度。本研究獲致重要結論：（一）個人背景變項下的網路投保經驗、年齡及網路平台使用偏好共三項，對知覺有用性及知覺易用性變項，皆存在顯著差異；（二）知覺易用性變項對知覺有用性變項，存在正向影響；（三）知覺易用性變項及知覺有用性變項，對於使用態度變項，皆存在正向影響；（四）知覺隱私風險變項，對於使用態度變項，假定負向影響並未成立；（五）使用態度變項對於4種產險商品之網路投保意願變項，皆成立正向影響；（六）產品複雜度變項對於4種產險商品之網路投保意願變項，皆成立負向影響；（七）在4種產險商品複雜度的干擾效果方面，只第1項（汽機車險商品）具備干擾效果，其餘第2項至第4項商品皆不成立干擾效果。本研究對於後續學術研究提出二點建議：（一）修正個人背景構面之分類方式；（二）注意消費管道多元化所帶入銷售競爭之排擠效應。This study is based on the open direction that the regulation for online insurance adopts negative list for online property insurance product. In order to explore the important factors influencing consumers on this issue, it uses a technology acceptance model as the basis of theory, and adds two variables, namely perceived risk and product complexity, to examine consumers' willingness to insure four types of property insurance products for online insurance. In addition, it also examines the degree of moderator of product complexity variables on the willingness to use online insurance. In the first quarter of 2022, an online survey was conducted. After the pre-testing operation, 821 responses were collected online, 10.23% of which are unqualified and therefore deleted. The remaining 737 valid questionnaires were used as the basis for analysis. This studyuses SPSS to verify the analysis of each observed observation variable on the willingness to take out online insurance, and uses AMOS to perform Confirmatory Factor Analysis to strengthen the reliability and validity of these questions.The study concludes that︰Ⅰ︰The three variables of personal background, namely, experience in online insurance, age, and preference for online platform use, differed significantly in the perceived usefulness variable and perceived ease of use variable. Ⅱ︰The perceived ease of use variable has a positive effect on the perceived usefulness variable. Ⅲ︰The perceived ease of use and perceived usefulness variables have a positive effect on the attitude toward using variable. Ⅳ︰Perceived privacy risk variables, assumed negative effect on attitude toward using variable not established. Ⅴ︰The positive effect of the attitude to using variable on the willingness to use online insurance for each of the four insurance products was found. Ⅵ︰The negative effect of the attitude to using variable on the willingness to use online insurance for each of the four insurance products was found. Ⅶ︰In the degree of moderator of the products complexity of the four insurance products, only the first product (Automobile and Motorcycle Insurance) had an moderator effect, while the remaining products 2 through 4 (Casualty insurance ; Epidemic prevention insurance ; Cell phone insurance ) did not have the same effect.This study proposes two recommendations for subsequent academic research：Ⅰ︰Revising the classification of individual background profiles；Ⅱ︰Paying attention to the sales competition crowding effect caused by the diversification of consumption channels.