臺灣博碩士論文加值系統

儘管近年來不乏探討電子商務及消費者線上購買意願之相關研究文獻，但就台灣市場線上保險商品購買意願之實證研究仍相對不足。故本研究目的在探究台灣消費者對於線上保險商品之觀感以及產品複雜度與網站特性對於消費者購買線上保險商品意願之影響。筆者藉由問卷的方式驗證研究假設，共計258位受訪者参與調查，並以SPSS 12.0為量化分析工具。研究結果顯示消費者知覺安全隱私性、知覺客製化與知覺資訊性對於網站知覺價值有正面的影響效果。另外，保險商品的複雜性為網站知覺價值與購買意願之負面干擾因子，意即不論消費者的網站知覺價值高低，當線上銷售的保險商品愈複雜時，消費者的購買意願相對愈低。本研究亦證實高電子商務使用族群較低使用族群雖然對於網站普遍擁有較高的知覺價值與評價，但就購買意願方面則無顯著差異。由上述結果可知，台灣消費者在購買線上保險商品時，產品本身的影響更勝於網頁的特性與設計。

Since their first appearance of the research scene, e-commerce have become increasingly sophisticated. A great deal of work has seen on purchase intention of online shopping in the last few years. Yet research which has empirically documented the link between purchase intention and e-insurance is scant. Therefore, the objectives of this study attempt to explore how consumers’ perceptions about e-insurance and their purchase intention related to product complexity and perceived value that generates from web site characteristics. A questionnaire was constructed to verify six hypotheses formulated in this research. 258 respondents participated in this survey. The quantitative analysis of the questionnaires was conducted through the multivariate analyses of SPSS 12.0. Results of this article indicate that perceived privacy/ security, customization and informativeness all have had a significantly positive effect on web based perceived value. Furthermore, the complexity of insurance products is proven to be a negative moderator between web based perceived value and purchase intention. The results also show a significant difference of web based perceived value between groups with different level of e-adoption. In conclusion, compared to Web based perceived value that derives from the design of web site setting, insurance products themselves have a more momentous and direct impact on purchase intention of consumers in Taiwan.

CHINESE ABSTRATE…………………………………………………………………….I
ABSTRATE………………………………………………………………………………..II
ACKNOWLEDGEMENTS………………………………………..……….....................III
TABLE OF CONTENTS………………………………………………...........................IV
LIST OF TABLES………………………………………………………….....................VII
LIST OF FUGURES……………………………………………………………………VIII
CHAPTER ONE INTRODUCTION…………………………………………………...1
1.1 Research Background and Motivations……………………………………………...1
1.1.1 E-Commerce and E-Insurance………………………………..……………….1
1.1.2 The Insurance Industry of Taiwan……………………………………………..3
1.2 Research Objectives…………………………………………………………………4
1.3 Value of Research……………………………………………………………………4
1.4 The Organization of This Study……………………………………………………..5
1.5 Research Flow……………………………………………………………………….5
CHPATER TWO LITERATURE REVIEW…………………………………………..7
2.1 Web Based Perceived Value………………………………………………………….7
2.2 Antecedents of Web Based Perceived Value-Web Site Characteristics………………8
2.2.1 Perceived Privacy/Security………………………..……………………………11
2.2.2 Perceived Customization……….………………………………………………13
2.2.3 Perceived Informativeness………………..…………………………………….14
2.3 Web Based Perceived Value and Purchase Intention……………………………….16
2.4 The Moderating Effect of Product Complexity…………………………..…………17
2.5 E-Adoption of Consumers ….………..……………………………………………18
2.6 The Relationships among Research Constructs……….………………………..…..19
CHPATER METHOD……………….……………………………………….……..….20
3.1 The Conceptual Model and Hypotheses……………………………………….…...20
3.2 Construct Measurement……………………………………………………….……21
3.2.1 Web Site Characteristics…………………………………………………….…21
3.2.2 Web Based Perceived Value……………………………………………………22
3.2.3 Purchase Intention……………………………………………………………………..22
3.2.4 E-Adoption of Consumers………………….………………………………….….…..22
3.3 Questionnaire Design………………………………………………………….……24
3.4 Subjects and Data Collection Procedures……………………….……………..……24
3.5 Data Analysis Procedures…………………………………………….…………..…25
3.5.1 Descriptive Statistics Analysis………………………………………....……….25
3.5.2 Reliability Test……………………………………………………………….…25
3.5.3 Factor Analysis…………………………………………………………………26
3.5.4 Regression Analysis…………………………………………………………….27
3.5.5 Analysis of Variance…………………………………………………….….…..27
3.5.6 Cluster Analysis…………………………………………...……………………27
CHAPTER FOUR DATA ANALYSIS AND RESULTS….………………….………28
4.1 Descriptive Analysis………………………………………………………..………28
4.1.1 Demographic Results of Respondents……………………………………….…28
4.1.2 Descriptive Analysis of Research Variables……………………………...…….30
4.2 Results of Factor Analysis and Reliability Test…………………………….………32
4.2.1 Web Site Characteristics…………………………………………………..……32
4.2.2 Web Based Perceived Value……………….…………..……………………..…34
4.2.3 Purchase Intention………………………………………………………….…35
4.3 Hypothesis Test………………………………………………………………….…35
4.3.1 The Effect of Web Site Characteristics on Web based Perceived Value…….…36
4.3.2 The Effect of Web Based Perceived Value on Purchase Intention……….…….37
4.3.3 The Moderating Effects of Product Complexity on Purchase Intention…….…38
4.3.4 Differences of Research Variables among Treatments……………..…………41
4.4 Research Findings…………………………………………………………………..43
CHAPTER FIVE CONSLUSIONS…………………….………………………………45
5.1 Research Conclusions and Implications…………………………………………45
5.2 Limitations and Further Research……………………………….………………47
PREFERENCE………………………………………….………………………………48
APPENDICES...................................................................................................................53
Appendix A: Number of Insurance Companies in Taiwan…………………………...53
Appendix B: Market Concentration Rate of Insurance Market in Taiwan…………...53
Appendix C: Questionnaire Survey in Chinese………………………………………54

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