臺灣博碩士論文加值系統

網際網路的普及化對所有產業有了一定的衝擊，然而保險業也開始有了線上投保服務。本研究主要分析網路時代下人壽保險在線上投保通路之成功關鍵因素。研究構面分為公司企業形象、與客戶的互動交流、利益獲取及公司網路交易平台。透過這些構面採問卷調查的方式，並透過CVR內容效度分析，逐步探討人壽保險在線上投保時因考量的因素。實證結果發現，專家認為企業之誠信、品牌忠誠度、人員專業度、附加價值利益、穩定的網路平台交易皆對消費者投保意願有正顯著之影響。故本研究建議，保險公司可以提升消費者對網路保險的接受度、增強消費者對自身品牌的忠誠度，進而提高消費者使用線上投保的使用意願。

The popularity of the Internet has a certain impact on all industries, but the insurance industry also began to have online insure services. This study focuses on the key factors for the success of online insurance channels of life insurance in the Internet era. The re-search structure is divided into the company's corporate image, interactive communication with customers, profit acquisition and the company's online trading platform. Through the questionnaire survey and Content Validity analysis, the factors that should be considered when the life insurance is insured online are gradually explored. The empirical results show that the trust, brand loyalty, personnel professionalism, value-added benefits, and stable online platform transactions all have a significant positive impact on consumers' insurance intention. Therefore, this study suggests that insurance companies can increase consumers' acceptance of online insurance, enhance consumers' loyalty to their own brands, and thus increase consumers' willing-ness to use online insurance.

第一章 緒論
第二章 文獻探討
第一節、保險的定義
第二節、人壽保險的起源與發展
第三節、消費者決定購買人壽保險的考量因素
第四節、消費者線上投保關鍵因素
第三章 研究方法與設計
第四章 結果分析
第五章 結論與建議

一、中文部分

「期刊、學位論文、圖書」

李正文、廖若筠（2006）。消費者線上投保意圖關鍵因素之研究。行銷評論,2006 年春季，第3卷,第1期,頁633-664
余祖慰、王言、江育霖（2015）。線上投保人壽保險忠誠度研究-交易成本觀點。朝陽商管評論，14（1），55-83
姜麗智、范姜肱、陳世岳（2011）。『保險行銷概要』。臺北保險事業發展中心。
陳建興, 蔡倖宜, 簡郁庭（2016）。企業形象、服務品質、知覺風險對服飾網購意願之影響。華岡紡織期刊 第二十三卷 第二期。
謝耀龍（1998）。壽險行銷。華泰文化。台北市。
「網路資源」
國泰人壽網路保險
https://online.cathaylife.com.tw/OIWeb/servlet/HttpDipatcher/OIB0_1000/prompt?gclid=EAIaIQobChMIvNq8_cHB6QIVAnZgCh222Ae9EAAYAiAAEgKNb_D_BwE#
《經理人月刊》2017年
https://magazine.chinatimes.com/managertoday/20170508003468-300207
二、英文部分
Aaker & Keller （1990） Consumer evaluations of brand extensions: Furtherempirical results. International journal of research in marketing

Blackwell, R. D., P. W. Miniard, and J. F. Engel（2001）, Consumer Behavior, Tex.: Harcourt College Publishers.
Cheung,M,F., & To,W.M.(2017).The influence of the pro-pensity to trust on mobile users’ attitudes toward in-app advertisement:An extension of the theory of planned behaviour. Computers in Human Behavior, 76,102-111
Gefen, D., Karahanna, E. & Straub, D.W. （2003）. Trust and TAM in onlineshopping: an integrated model. MIS Quarterly, 27(1): 51-90.

Hawkins, D. I., R. J. Best, and K. A. Coney,（2001） Consumer Behavior: Building Marketing Strategy, McGraw Hill Company.

Jeong, M., H. Oh, and M. Gregoire（2003）, Conceptual-izing Web Site Quality and Its Consequences in the Lodging Industry, International Journal of Hospitality Management, Vol. 22, No. 2, pp. 161-175.

Kim,J.,Hong,S.,Min,J.,&Lee,H.(2011).Antecedents of ap-plication service continuance:A synthesis of satisfac-tion and trust. Expert Systems with Applications, 38(8)，9530-9542

Lee, B.-C., L. Ang, and C. Dubelaar （2005）, Lemons on the Web: A SignalingApproach to the Problem of Trust in Internet Commerce, Journal of Economic Psychology, Vol. 26, No. 5, pp. 607-623.

Liang, T. P. and H. J. Lai（2002）, Effect of Store De-sign on Consumer Purchases: An Empirical Study of On-Line Bookstores, Information & Management,Vol. 39, pp. 431-444.

McKnight, D. H., Choudhury, V. & Kacmar, C. （2002）. The impact of initialconsumer trust on intentions to transact with a website a trust building

Walters, C. G., Consumer Behavior (1978)， An Integrat-ed Framework, NY: Richard D. Irwin Inc.