臺灣博碩士論文加值系統

在這電子商務越來越發達的時代，保險公司為了提供給消費者全面性的金融服務，趁著這股趨勢發展，順勢結合了電子商務的系統，產生一個新的服務系統，如線上投保、電子保單等各種數位化服務。
而電子商務的時代來臨，大量個人資訊可能外洩甚至遭受盜用，產生損失。所以，消費者在接受新服務時，將會額外考量隱私可能外洩的問題。消費者對隱私的關心會影響到信任，對隱私顧慮愈多，信任就會降低。故本研究以科技接受模式(TAM)為理論基礎，同時整合隱私、信任和TAM，深入消費者接受保險數位化意願和各因素之間的關係。希望提供在未來給保險公司如欲推廣保險數位化服務可以有參考之依據。

In this high- developed e-commerce era, in order to offer fully finance service to customer, insurance company follows e-commerce trend and provides a new e-service system, such as online insurance and e-insurance policy.
However, with high- developed e-commerce era coming, individuals’ information can be leaked and stole. This is a huge problem that customer will consider when accepting new services. This issue also effects trust between new services and customer. The more misgivings, the less trust new services will gain. Thus, this study is based on Technology Acceptance Model (TAM) and integrates privacy, trust as well to understand how willingly customer will accept e-insurance and other factors. If there’s any insurance company which would like to promote e-service, I am happy to offer my study as their reference.

目 錄
第1章 緒論 1
1.1 研究動機及背景 1
1.2 研究目的 2
1.3 論文架構 3
第2章 研究觀念與假說建立 4
2.1 數位保險定義與功能 4
2.2科技接受相關模型 5
2.2.1理性行為理論(Theory of Reasoned Action, TRA) 5
2.2.2計畫行為理論(Theory of Planned Behavior,TPB) 6
2.2.3科技接受模型(Technology acceptance model, TAM) 7
2.3感知風險：隱私 11
2.4信任… 14
2.5研究模型 15
2.6研究假說 18
第3章 研究方法 20
3.1 問卷設計 20
3.2樣本分析 對象時間怎蒐集 25
3.3 資料分析方法 25
第4章 研究發現與討論 27
4.1敘述性統計分析 27
4.2各構面測量分析 28
4.3相關分析 28
4.4迴歸分析 29
4.4.1隱私對信任的影響 29
4.4.2信任與知覺易用性對知覺有用性的影響 29
4.4.3信任、知覺有用性與知覺易用性對行為意圖的影響 30
4.5假設檢定結果 31
第5章 結論 33
5.1研究結論 33
5.2理論與實務貢獻 35
5.3研究限制 35
5.4未來研究方向 36
參考文獻 37

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