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題名：消費者線上投保意圖關鍵因素之研究
書刊名：行銷評論
作者：李正文 引用關係／廖若筠
作者(外文)：Lee, Cheng-wen／Liao, Jo-yun
出版日期：2006
卷期：3:1
頁次：頁71-101
主題關鍵詞：線上投保；品牌忠誠度；消費者意圖；Online insurance；Brand loyalty；Consumer intention
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(1) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:0
  • 點閱點閱:40
隨著網際網路的普及化，保險業結合了電子商務，開始提供線上投保服務。本研究重點在於分析消費者在決定是否使用網際網路購買保險時，會受到哪些因素的影響，並找出這些因素間的相關性。研究構面分為消費者個人特徵、商業網站特性認知、品牌忠誠度及線上投保意圖。採問卷調查方式，以20歲以上且具有使用網路經驗的消費者為對象，共發放300份，有效問卷回收273份，回收率91%。並採用信度與效度分析、因素分析、Pearson相關分析、典型相關分析及逐步迴歸分析來驗證研究假說。研究結果發現，消費者個人特徵與商業網站特性認知、消費者個人特徵與線上投保意圖、消費者個人特徵與品牌忠誠度、商業網站特性認知與品牌忠誠度、品牌忠誠度與線上投保意圖、商業網站特性認知與線上投保意圖等六項研究假說均成立，均呈現顯著的正相關。故本研究建議，保險業者應該著重在提升消費者對網路保險的接受度、強化消費者對商業網站特性的認知、增強消費者對品牌的忠誠度，以提高消費者對線上投保的使用意願。
Taiwan's online insurance is in its early days, about 2 years long. Nevertheless, Internet will be an important channel in the future. This research attempts to find out what factors affect consumer intention in purchasing insurance online, and examines the relationship between those factors. According to the literature, a research framework is established, and is composed of four constructs including consumer's personal characters, commercial website recognition, brand loyalty, and intention to purchase insurance online. Then, we use questionnaire to collect the data gathered from the people who are older than 20-year-old and have experience in using Internet. The analysis methods include Reliability Test, Factor Analysis, Pearson Correlation Analysis, Canonical Correlation Analysis, and Stepwise Regression Analysis. This research results propose there are significant relationships between these constructs. Finally, this paper suggests insurance industry should improve consumer's acceptance of online insurance, commercial website recognition, and brand loyalty to increase consumer's intention to purchase insurance on-line.
期刊論文
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5.Liang, Ting-Peng、Lai, Hung-Jen(2002)。Effect of Store Design on Consumer Purchases: an Empirical Study of On-line Bookstores。Information & management，39(6)，431-444。  new window
6.王光煜(1999)。網路行銷手法之要點。保險資訊，165，21-25。  延伸查詢new window
7.孫惠瑛(2000)。電子商務發展所臨的問題。保險資訊，180，1-10。  延伸查詢new window
8.游杰(2000)。網路族保險購買行爲分析。現代保險雜誌，139，34。  延伸查詢new window
9.謝坤民(2000)。電子商務對保險業之利基。保險資訊，180，11-17。  延伸查詢new window
10.Cartellieri, C.、Parsons, A. J.、Rao, V.、Zeisser, M. P.(1997)。The Real Impact of Internet Advertising。The McKinsey Quarterly，3，44-62。  new window
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13.Martilla, J. A.(1971)。Word-of -Mouth Communication in the Industrial Adoption Process。Journal of Marketing Research，8(2)，173-178。  new window
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15.Akerlof, George A.(1970)。The Market for "Lemons": Quality Uncertainty and the Market Mechanism。The Quarterly Journal of Economics，84(3)，488-500。  new window
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21.Richins, Marsha L.(1983)。Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study。Journal of Marketing，47(1)，68-78。  new window
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學位論文
1.鄒宜真(2004)。運用線性結構模式探討網路商店之服務品質、顧客滿意度、顧客忠誠度與消費者特性關係之研究(碩士論文)。國立東華大學。  延伸查詢new window
2.游明輝(2004)。影響消費者網站特性認知、線上購物接受程度及線上購物意圖因素之研究--以嬰兒紙尿褲產品為例(碩士論文)。輔仁大學。  延伸查詢new window
3.陳俊宏(2003)。保險消費者對行銷通路偏好之研究(碩士論文)。淡江大學。  延伸查詢new window
4.許淑娟(2004)。消費者新產品採用時機之影響因素研究--以數位照相機為例(碩士論文)。大葉大學。  延伸查詢new window
圖書
1.徐達光(2004)。消費者心理學：消費者行爲的科學研究。台北：東華書局。  延伸查詢new window
2.欒斌、羅凱揚(2001)。笑傲e世紀：電子商務與網路行銷。台北：碁峰資訊股份有限公司。  延伸查詢new window
3.劉祖亮、連麗真、林幸華、粱智璇(2001)。企業導入電子商務的第e步。台北：漢智電子商務出版社。  延伸查詢new window
4.Ben-Ner, A.、Putterman, L.(2003)。Trust in the New Economy。N.Y.：New Economy Handbook。  new window
5.Sheth, J. N.、Mittal, B.、Newman, B. L.(1999)。Customer Behavior: Consumer Behavior and Bevond。Dryden Press。  new window
6.Mowen, J. C.、Minor, M.(1998)。Consumer Behavior。Prentice-Hall。  new window
7.Turban, E.、Lee, J.、King, D.、Chung, H. M.(2000)。Electronic commerce: A managerial perspective。Upper Saddle River, New Jersey：Prentice-Hall。  new window
8.Hawkins, Del I.、Best, Roger J.、Coney, Kenneth A.(2001)。Consumer Behavior: Building Marketing Strategy。Irwin/McGraw-Hill。  new window
9.謝耀龍(199802)。壽險行銷。臺北：華泰。  延伸查詢new window
10.陳順宇(1998)。多變量分析。臺南市：陳順宇發行 臺北市 : 華泰書局總經銷。  延伸查詢new window
11.林建煌(2002)。消費者行為。臺北：智勝文化事業有限公司。  延伸查詢new window
12.Rogers, Everett M.(1962)。Diffusion of Innovation。New York, NY：Free Press。  new window
13.Blackwell, Roger D.、Miniard, Paul W.、Engel, James F.(2001)。Consumer Behavior。Ft. Worth, Tex：Harcourt College Publishers。  new window
 
 
 
 
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