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Author: 凃薏如
YI-JU TU
Thesis Title: 以科技接受模型探討消費者使用保險公司數位健康促進平台態度研究
Adopting Technology Acceptance Model to Explore Consumers' Attitude toward Digital Health Promotion Platform of Insurance Companies
Advisor: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-Yi Luor
Committee: 盧希鵬
Hsi-Peng Lu
羅天一
Tain-Yi Luor
黃世禎
Sun-Jen Huang
鄒仁淳
Jen-Chuen Tzou
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2021
Graduation Academic Year: 109
Language: 中文
Pages: 52
Keywords (in Chinese): 保險科技數位健康促進平台外溢保單科技接受度顧客忠誠度
Keywords (in other languages): InsurTech, Digital Health Promotion Platforms, Insurance Policy with Spillover Effect, Technology Acceptance, Customer Loyalty
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  • 隨金融科技的日益發展,國內保險業對於進行數位轉型的趨勢越來越明顯,科技對於企業的營運發展也越來越重要。保險科技發展隨著物聯網技術的興起,可讓保險業提供更多的加值服務,保險業者近年開始發展數位健康促進平台,結合穿戴式裝置鼓勵消費者養成良好的健康習慣,包含走路、心率等,將原先保險事後補償的作法,轉變為事前的風險預防。
    本研究應用科技接受模型並以調查法為研究方法。本次研究共回收252份問卷,受訪者有45%知道保險公司有健康促進平台,僅有11%的受訪者有投保外溢保單,但有約78%的受訪者有意願使用保險公司的數位健康促進平台,研究結果顯示消費者若感受到保險公司數位健康平台容易學習與使用,將對於消費者認知該工具的有用與使用態度具有正面影響,甚且會影響對該保險公司的忠誠度。


    With the increasing development of FinTech, the trend of digital transformation in the domestic insurance industry is becoming more and more obvious. Technology is more important to the operation and development of enterprises. The rise of the Internet of Things technology can allow the insurance industry to provide more value-added services by developing insurance technology. In recent years, insurers have begun to develop digital health promotion platforms, combining wearable devices to encourage consumers to develop good health habits as walking and monitoring heart rate. And so on, the original practice of insurance, compensation after insured events, is transformed into risk prevention beforehand.
    This research applies technology acceptance model and uses the survey method as the research method. A total of 252 questionnaires were collected in this study,45% of the respondents knew that insurance companies had health promotion platforms, only 11% of the respondents have enrolled insurance policies with spillover effect. However, about 78% of the respondents are willing to use the insurance company’s digital health promotion platform. By analyzing with technology acceptance model, the research results show If consumers feel that the digital health platform is easy to learn and use, it will have a positive impact on consumers' perception of the tool's usefulness and attitude to use, and even affect their loyalty to the insurance company.

    目 錄 中文摘要 I ABSTRACT II 致 謝 III 目 錄 IV 圖目錄 VI 表目錄 VII 第一章、 緒論 1 1.1 研究背景 1 1.2 研究動機及目的 4 1.3 研究流程 5 第二章、 文獻探討 7 2.1 保險科技(InsurTech) 7 2.2 數位健康促進平台 7 2.3 具外溢效果的保險商品 10 2.4 科技接受模型(Technology Acceptance Model, TAM) 11 第三章、 研究方法 14 3.1 研究架構 14 3.2 研究假設 15 3.3 操作性定義 15 3.4 問卷設計 15 3.5 資料蒐集與樣本 16 3.6 研究模型 16 第四章、 研究結果及分析 19 4.1 問卷回收狀況 19 4.2 樣本基本資料分析 23 4.3 信度及效度分析 27 4.4 假說檢定結果 31 第五章、 研究結論及建議 32 5.1 研究結論 32 5.2 建議與未來研究方向: 34 參考文獻 36 附錄 40 附錄一、問卷 40

    參考文獻
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