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:336 下載:0 |
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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.
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