以計畫行為理論探討消費者對智能旅遊保險服務創新模式的接受意願

簡易檢索 / 詳目顯示

回結果列表

研究生：	林倖朱 HSIN-CHU LIN
論文名稱：	以計畫行為理論探討消費者對智能旅遊保險服務創新模式的接受意願 Exploring the Acceptance of Service Innovation in Online Travel Insurance – An Application of TPB
指導教授：	曾盛恕 Seng-Su Tsang 林孟彥 Meng-Yen Lin
口試委員:	陳家祥 Ja-Shen Chen 曾盛恕 Seng-Su Tsang 林孟彥 Meng-Yen Lin
學位類別：	碩士 Master
系所名稱：	管理學院 - 企業管理系 Department of Business Administration
論文出版年：	2019
畢業學年度：	107
語文別：	中文
論文頁數：	67
中文關鍵詞：	金融科技、保險科技、網路投保、計畫行為理論、服務創新、便利性、客製化
外文關鍵詞：	FinTech, InsurTech, online insurance, theory planned behavior, service innovation, convenience, customization
相關次數：	點閱：326 下載：0
分享至:	分享至facebook 分享至twitter

查詢本校圖書館目錄查詢臺灣博碩士論文知識加值系統勘誤回報

金融科技(FinTech)的快速崛起，對金融產業產生衝擊同時也帶來機會。
金管會因應趨勢發布了「金融科技發展策略白皮書」，針對保險科技
(InsurTech)面向，將網路投保列為保險業引進科技創新思維之首要政策，
歷經數階段的法規修正逐步放寬業務範圍，網路投保已為現今新興的投保
管道。
本研究以商品複雜度較低的旅遊險為例，提出智能保險服務創新模式
的概念，亦即具有智能服務功能之旅遊險網路投保平台，透過計畫行為理
論模型與問卷蒐集，以便利性及客製化為兩項外生變數，探討消費者對於
智能旅遊保險服務創新模式之接受意願。
研究結果發現，便利性之於智能旅遊保險服務創新模式雖為正向關係，
但並不顯著，客製化則呈現為顯著正向關係，顯示出客製化為影響消費者
是否願意透過智能旅遊保險服務創新模式進行投保的關鍵因素。最後，提
出參考建議，但願能夠幫助業者提升網路投保銷售績效，甚至能開創新市
場並擴大保險市場規模。

Due to the FinTech and technology innovation, the new thinking impacts on
the financial industry such as banking and insurance. According to "Financial
Technology Development Strategy White Paper" by the government, which
encourage insurance industry to invest in InsurTech innovation and develop new
insurance products. Online insurance is listed as the primary policy of innovative
thinking.
Online insurance has become an emerging insurance pipeline. This study
uses travel insurance for the concept of AI insurance service innovation through
questionnaires to realize the willingness to the innovative model of AI travel
insurance services.
The study shows that the convenience of the AI insurance service is positive,
but not significant. It seems to be a significant positive relationship, showing that
customization is affecting consumers. According to the conclusions, we provide
suggestions for the insurance industry and help not only improve the
performance of online insurance, but develop new Taiwanese insurance market.

摘要................................................................................................................................ I
ABSTRACT ................................................................................................................. II
誌謝............................................................................................................................. III
目錄............................................................................................................................. IV
圖目錄........................................................................................................................ VII
表目錄...................................................................................................................... VIII
緒論........................................................................................................................ 1
1 研究背景與動機 ................................................................................................. 1
2 研究目的 ............................................................................................................. 3
3 研究流程 ............................................................................................................. 4
文獻探討................................................................................................................ 6
1 旅遊保險概述 ..................................................................................................... 6
1.1 旅遊與風險.................................................................................................. 6
1.2 台灣旅遊保險商品...................................................................................... 7
1.3 旅遊保險的保費規模.................................................................................. 9
2 保險科技應用 ................................................................................................... 11
2.1 金融科技的崛起........................................................................................ 11
2.2 保險科技發展應用.................................................................................... 13
3 網路投保發展概述 ........................................................................................... 15
3.1 網路投保起源............................................................................................ 15
3.2 網路投保法規歷程.................................................................................... 16
4 智能保險服務創新模式 ................................................................................... 23
4.1 服務創新.................................................................................................... 23
4.2 智能保險服務創新.................................................................................... 25
5 計畫行為理論(THEORY OF PLANNED BEHAVIOR, TPB) .................................... 26
6 外生變數 ........................................................................................................... 29
6.1 便利性......................................................................................................... 29
6.2.客製化......................................................................................................... 30
研究設計與方法 ................................................................................................. 31
1 研究架構 ........................................................................................................... 31
2 研究範圍與對象 ............................................................................................... 32
3 問卷設計與構面操作型定義............................................................................ 33
4 資料分析方法 ................................................................................................... 35
研究分析與結果 ................................................................................................. 37
1 描述性統計 ....................................................................................................... 37
2 信度檢驗 ........................................................................................................... 38
2.1 內部一致性信度(Internal Consistency) .................................................... 38
2.2 組成信度(Composite Reliability, CR)........................................................ 39
2.3 個別項目信度(Individual Item Reliability) ............................................... 39
3 效度檢驗 ........................................................................................................... 40
3.1 收斂效度..................................................................................................... 40
3.2 區辨效度.................................................................................................... 40
4 結構方程模式分析 ........................................................................................... 41
4.1 模型適配指標............................................................................................. 41
4.2 假說檢定.................................................................................................... 43
結論...................................................................................................................... 46
VI
1 結論.................................................................................................................... 46
2 管理意涵............................................................................................................ 47
3 學術貢獻 ........................................................................................................... 49
4 研究限制............................................................................................................ 49
5 未來研究方向.................................................................................................... 49
參考文獻...................................................................................................................... 51
附錄1...........................................................................................................................51
                                

Ajzen, Icek. (1985). From Intentions to Actions: A Theory of Planned Behavior.
Action Control: From cognitions to behaviors (pp. 11-39). Berlin, Heidelberg:
Springer.
Ajzen, Icek. (1991). The theory of planned behavior. Organizational behavior and
human decision processes, 50(2), 179-211.
Ajzen, Icek. (2002). Perceived Behavioral Control, Self-Efficacy, Locus of Control,
and the Theory of Planned Behavior1. Journal of Applied Social Psychology,
32(4), 665-683.
Anderson, E. W., & Shugan, S. M. (1991). Repositioning for changing preferences:
The case of beef versus poultry. Journal of consumer research, 18(2), 219-
232.
Bauer, A. R., Bowman, A. L., Keyser, R. J., Mcnamara, M. N., Urminski, C. L.,
Youngstrom, L., & Alfred, T. (2011). Method and apparatus for internet online
insurance policy service. In: Google Patents.
Bendik Bygstad, Gjermund Lanestedt (2009). ICT based service innovation – A
challenge for project management. International Journal of Project
Management, Volume 27( 3, 234-242).
Bentler, Peter M., & Bonett, Douglas G. (1980). Significance tests and goodness of fit
in the analysis of covariance structures. Psychological bulletin, 88(3), 588-
606.
Bettman, James R (1979). Information processing theory of consumer choice:
Addison-Wesley Pub. Co.
Betz. (2003). Managing Technological Innovation: Competitive Advantage from
Change. New York: Wiley-Interscience.
Betz, Frederick. (1987). Managing technology: competing through new ventures,
innovation, and corporate research: Prentice Hall.
Daniel, E., & Storey, C. (1997). On-Line banking: Strategic and management
challenges. Long Range Planning, 30(6), 890-898.
Den Hertog, Pim., & Bilderbeek, Rob (1999). Conceptualising service innovation and
service innovation patterns. Research Programme on Innovation in Services
(SIID) for the Ministry of Economic Affairs, Dialogic, Utrecht.
Fishbein, Martin., & Ajzen, Icek. (1975). Belief, attitude, intention and behavior: An
introduction to theory and research. Addison-Wesley, Reading, MA, 1975.
Fornell, Claes., & Larcker, David. F. (1981). Structural equation models with
unobservable variables and measurement error: Algebra and statistics. Sage :
Los Angeles, CA.
World Economic Forum (2015). Retrieved from https://www.weforum.org/
Gallouj, F. (2002). Innovation in the service economy: The new wealth of nations.
Gee, C. Y., Makens, J. C., & Choy, J. L. D. (1996). The travel industry (3rd ed.). New
York: Van Nostrad Reinhold, 50.
Hair, Joseph. F. (2006). Multivariate data analysis: Pearson Education India.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998).
Multivariate data analysis (Vol. 5): Prentice hall Upper Saddle River, NJ.
Hipp, C., and Grupp, H. (2005). Innovation in the service sector: The demand for
service-specific innovation measurement concepts and typologies. Research
Policy, 34 (2), 517-535.
Inkpen, A. C., and Tsang, E.W.K. (2005). Social capital, networks and knowledge
transfer. Academy of Management Review, 30 (1), 146-165.
Kline, R. B. (2015). Principles and practice of structural equation modeling: Guilford
Publications.
McWaters, J., Bruno, G., Lee, A., & Blake, M. (2015). The Future of Financial
Services-How disruptive innovations are reshaping the way financial services
are structured, provisioned and consumed. Paper presented at the World
Economic Forum.
Nunnally, J. C., Bernstein, I. H., & Berge, J. M. t. (1967). Psychometric theory (Vol.
226): McGraw-hill New York.
Sackett, H., & Botterill, D. (2006). Perception of International Travel Risk: an
exploratory study of the influence of proximity to terrorist attack. E-review of
tourism Research, 4(2), 44-49.
Schumacker, R. E., & Lomax, R. G. (2012). A beginner's guide to structural equation
modeling: Routledge.
Seiders, K., Voss, G. B., Godfrey, A. L., & Grewal, D. (2007). SERVCON:
development and validation of a multidimensional service convenience scale.
Journal of the Academy of Marketing Science, 35(1), 144-156.
doi:10.1007/s11747-006-0001-5
Tsai, Y. C. (2006). Effect of social capital and absorptive capability on innovation in
internet marketing. International Journal of Management, 23(1), 157-166.
Van der Aa, W., and Elfring, T. (2002). Realizing innovation in services. Scandinavian
Journal of Management,, 18 (2), 155-171.
Voss, C., R. Johnston, R. Silvestro, L. Fitzgerald, and T. Brignall. (1992).
Measurement of innovation and design performance in service. Design
Management Journal, 3(1), 40-46.
外交部領事事務局. (2018). Retrieved from https://www.boca.gov.tw/mp-1.html
田佳儒. (2016). 電子商務與大數據在壽險應用之研究. (碩士), 淡江大學, 新北市
交通部觀光局. (2019). Retrieved from https://stat.taiwan.net.tw/
李福隆. (2007). 旅遊活動之風險管理. 風險與保險,(14), 60-64.
李曇純. (2018). 我國保險科技的發展. (碩士), 東吳大學, 台北市
林東清、孫培真、徐景智. (2000). 影響資訊系統使用者抗拒行為之原因：以計
畫行為理論為基礎之整合研究. 資訊管理研究, 2(2), 1-26.
林建先. (2018). 消費者線上投保意願影響因素之探討.(碩士), 國立高雄第一科技
大學, 高雄市
金管會科技產業資訊室. (2016). 金融科技發展策略白皮書. Retrieved from
https://www.fsc.gov.tw/ch/home.jsp?id=517&parentpath=0,7,478
金融監督管理委員會. (2014). Retrieved from https://www.fsc.gov.tw/ch/index.jsp
保險事業發展中心. (2019). 近五年旅遊綜合險占產險業保費收入之比重統計.
Retrieved from https://stat.taiwan.net.tw/
胡善進. (2004). 顧客之服務預期心理、客製化服務內容及客製化服務類型對滿
意度與忠誠度之影響-以車險服務為例. 1-108. (碩士), 國立成功大學, 台
南市
馬德中. (2018). 影響消費者選擇網路投保之因素探討.（碩士）, 國立台灣科技
大學, 台北市
連勤和. (2010). 體驗與客製化設計模式之研究. （碩士）, 國立台灣科技大學,
台北市
陳淑娟. (2017). 旅遊知覺風險、旅遊保險知覺價值與購買行為關係之研究.（碩
士）, 南華大學, 嘉義縣
黃品茲. (2011). 應用計畫行為理論探討彰化地區高職學生不道德學習行為意向
之研究. (碩士), 國立彰化師範大學, 彰化市

全文公開日期 2024/06/18 (校內網路)
全文公開日期本全文未授權公開 (校外網路)
全文公開日期本全文未授權公開 (國家圖書館：臺灣博碩士論文系統)

簡易檢索 / 詳目顯示

相關論文