科技的進步，促進電子商務的蓬勃發展，但對保險公司而言，一般社會大眾逐年躍升的上網普及率，並未能形成保險銷售的重要通路及新動能，消費者在網路購買衣物、食品、三C用品等之營業額每年不斷成長，但網路投保業績卻是進展緩慢，迄今網路投保營業額佔保險業總業績營業額不到1%。保險業曾經嘗試發行保險業專用之商業電子憑證作為便利網路投保之工具但成效不彰，推究其主要原因為保險業專用之商業電子憑證之使用用途有限僅能使用於投保保險且發證建置成本不低，故實際參與之保險業家數並不多且自開始發行到宣佈終止服務期間之發證量尚不足五萬張，所以是能否能藉由政府發行且發證量已近300萬張的「自然人憑證」作為保險之網路投保電子憑證且因此增強要保人使用網路投保之意願，希望藉由本研究來探討。

本研究以全台灣合法登記立案之國內外產、壽險公司為對象，透過公會討論、發放問卷暨會後個別訪談，共完成28份研究樣本，另對一般社會大眾發放電子問卷，回收後取得有效問卷200份，經由敘述性統計分析保險業者與一般社會大眾的認知，發現如下：
(1)保險業經營電子商務，必須考慮電子簽章的應用及發展，而台灣的電子簽章法雖然與其他各國之立法精神相同，同樣揭櫫「技術中立」原則，但在監理上卻被限制以『數位簽章』為準，先天上即侷限住保險電子商務的拓展，因此法令層面的鬆綁仍是必要面對的課題。
(2)因為尤其是台灣地小人稠幅員不大，保險的投保管道通路多元且已非常便利，例如將網路投保與傳統的傳真投保比較，網路投保的整體效益性不論是對保險業或要保人而言並無明顯高於傳真投保，再加上既有銷售通路利益衝突的壓力，保險業並無急迫性去推動電子商務；而且台灣保戶習慣有專人服務，故即使可以使用「自然人憑證」在網路上投保，對提升消費者要保人網路投保的意願助益並不大。

根據上述研究結果，本研究建議：
(1)參考推動保險電子商務著有績效的先進國家，例如美國，放寬網路投保之電子憑證不再侷限於數位簽章，凡有適度安全控管的電子簽章皆可一體適用，從根本解決電子憑證便利性的問題。
(2)「自然人憑證」的公信力在社會大眾心目中仍非其他憑證可以相提並論，故仍可應放寬「自然人憑證」使用於網路投保，投保的商品應聚焦於主要為要保書填寫欄位不多、毋需專業人員解說的簡易型保險，例如旅行平安險；如能再搭配較低廉的費率直接將電子商務的成本下降回饋給消費者、除投保外還能辦理理賠申請及契約變更、加強服務配套使要保人安心等，對促進網路投保的營業仍會產生相當正面的幫助。

E-business has been prosperously developed by the improvement of technology, nevertheless, it won’t motivate the sales of insurance by well coverage of people’s access to Internet. On line purchasing for clothing, food, and electronic products shows rapid and continuous growth. Instead, the revenue of on-line insurance did not grow, on the contrary, dropped 1% of the total sales revenue. Insurance Companies ever tried to issue specific E-business Certificate so as to improve for the convenience of on-line insurance. However, it didn’t perform as well as expected. The reason why the E-business Certificate fails may subject to the utilization of the Certificate unpopular at the same time, the cost of issuing Certificate is relatively high. Therefore, some insurance companies which invested efforts on E-business Certificate did not even reach 50,000. Therefore, the adoption of most popular certificate Citizen Digital Certificate which there are 3 millions issues become the most feasible solution and become our research topic to study the willingness of on-line insurance.
The scope of the research are include those insurance company legally registered in Taiwan, local and foreign Non-life and Life Insurance companies. There are twenty eight samples have been completed by discussion at guided and individual interview.
In the mean time, two hundred copies of valid questionnaire done by Taiwan citizens have been collected. All of them are analyzed by statistic. The results are listed as follows.
(1) The use and development of Electronic Signature are the major concerns when Insurance Companies run E-business. Though the spirit of legislation is the same as other countries which enshrined by principle of “Technology Neutral” but limited to digital signature. The phenomena violates the spirit. We therefore propose the necessity of deregulation to Electronic Signature.
(2) Especially, the population of Taiwan is not big enough. The channels for buying insurance are already diverse and convenient. For example, the overall benefits from on-line insurance don’t show the value to Insurance Companies or the insured person comparing with Insurance by fax. In addition to the conflicts of interest with the existing sales channel, Insurance Companies hesitated pushing E-business. Moreover, people in Taiwan are used to be served by dedicated person. This will not result in obvious growth of On-line Insurance, even if Citizen Digital Certificate could replace E-business Certificate.
In accordance with the above-mentioned results of the research, two suggestions are proposed.
(1) Referencing how other advanced countries evolved Insurance E-business with achievement, such as the U.S.. The deregulation for not confining E-business Certificate to Digital Signature, but accepting all kinds of Digital Signatures as long as they are properly monitored and regulated. This helps to solve the problem of inconvenience.
(2) The credibility of Citizen Digital Certificate still cannot be replaced by any other types of E-certificate to the public. Therefore, to broaden the use of Citizen Digital Certificate for on-line insurance for those types of insurance without lots of filling-out and professional guidance by sales person, such as Travel Insurance. If the cost saving from E-business service can reflect on more economical insurance premium on line and more services could be also provided on line, such as Claim Application and contract changes. These will ensure clients more confidence to help mature On-line Insurance positively.

第一章 緒論 …………………………………………………………1
第一節 研究背景 ………………………………………………1
第二節 研究動機 …………………………………………………4
第三節 研究目的 …………………………………………………5
第四節 研究範圍 …………………………………………………5
第五節 研究流程 …………………………………………………7
第二章 文獻探討 …………………………………………………8
第一節 網路投保 …………………………………………………8
第二節 自然人憑證IC卡 …………………………………………15
第三節 創新擴散理論 ……………………………………………16
第三章 研究設計 ……………………………………………… 19
第一節 研究架構 …………………………………………………19
第二節 研究方法 ……………………………………………20
第三節 研究設計 …………………………………21
第四節 資料分析方式 ……………………………………………26
第四章 研究結果與分析 …………………………………………27
第一節 基本資料之敘述分析 ……………………………………27
第二節 深度訪談及果與分析 ……………………………………31
第三節 社會大眾電子問卷結果與分析……………………… …40
第五章 結論與後續建議 …………………………………………50
第一節 研究結論 …………………………………………………50
第二節 研究貢獻 …………………………………………………51
第三節 研究建議 ………………………………51
中文參考文獻…………………………………………………………52
英文參考文獻…………………………………………………………53
問卷量表………………………………………………………………54

中文參考文獻
一、歷年我國商用網路帳號總數 資策會FIND(2011/12)。 P2
二、歷年我國經常上網人口成長情形資策會FIND(2011/12)。 P2
三、資策會MIC，2005。 P3
四、iLife100保險資訊網站 2012/01/23。 P4
五、陳繼堯，危險管理論，P156，2008年10月。 P11
六、江朝國，論我國保險法第六十四條據實說明義務之規定-以對價平衡之概念，載「保險法論文集(一)」，頁141，1993年7月。 P11
七、安全電子商務的法制基礎初探: 從資訊安全宏觀角度談我國數位簽章
立法方向與原則，熊愛卿（1998）。 P13
八、金管會開放保險業網路投保及電子保單範圍2005.09.02公告。 P15
九、亞洲公開金鑰基礎建設論壇中華台北推動委員會，2002。 P16
十、行政院內政部憑證管理中心，2003。 P17
十一、陳志龍，2005。 P18
十二、內容分析法，吳芝儀、李奉儒議，1995。 P27
十三、內容分析法，朱柔若，2000。 P27
英文參考文獻
一、See e.g., Tom Baker, On the Genealogy of Moral Hazard, 75 Tex. L. Rev. 237, 238 (1996)）。 P11
二、See, e.g., Mary Crossley, Discrimination Against the Unhealthy in Health Insurance, 54 U. Kan. L. Rev. 73, 77-78 (2005). P12
三、Turban et al.（2000）。 P13
四、Diffusion of Innovation Theory, Rogers, 1983,2003。 P17
五、Moore & Benbasat（1991）。 P18
六、Content Analysis, Patton，1990。 P27