A Study of the Attitude and Intention of Internet Banking Purchase the Insurance Product - Technology Acceptance Model

• Main Authors: Nian-Cyun Lin, 林念群
• Other Authors: Mei-Su Chen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/yvnfe5

碩士 === 朝陽科技大學 === 保險金融管理系 === 104 === In June 2014, the Financial Supervisory Commission of the Republic of China announced the initiative of “Bank 3.0” to promote online banking, and approved 12 online services to be offered by banks. In October 2015, the Commission launched a trial to allow insurance agents and online banking companies to offer online insurance products. Currently, online insurance products center on term insurance, pay-as-you-go health insurance, travel insurance, vehicle insurance, and compulsory insurance. The current research was thus undertaken to better understand online insurance products. The research used the Technology Acceptance Model created by Davis (1989) and combined it with factors of security and user experience to examine end-users’ attitude and intent when purchasing insurance products through online banking companies. Therefore, the main purposes of the current study are as follows: First, to use the Technology Acceptance Model created by Davis (1989) to examine the factors that affect end-users’ attitude and intent when purchasing insurance products through online banking companies. Second, to examine whether security concerns may affect end-users’ attitude and intent when purchasing insurance products through online banking companies. Third, to examine whether consumers’ user experience may affect their attitude and intent when purchasing insurance products through online banking companies. Fourth, to examine whether consumers’ user experience may affect their attitude and intent when purchasing life insurance products through online banking companies. Finally, to examine whether consumers’ user experience may affect their attitude and intent when purchasing property insurance products through online banking companies. The study conducted online surveys using questionnaires from February to March 2016. A total of 760 valid surveys were collected. Linear regression and logistic regression were employed for analysis. The study found that, first, the majority of consumers have not purchased online insurance products, which shows that online insurance products have yet to gain popularity. Second, when asked of the types of insurance products that they would purchase through online banking companies, the majority of consumers leaned toward travel insurance, casualty insurance, vehicle insurance. Third, the experience in online banking and having purchased online insurance products significantly affected end-users’ attitude and intent to purchase online insurance products through online banking companies. Finally, user experience and the intent-to-use significantly affected end-users’ purchase of insurance products through online banking companies; in particular, end-users’ experience in online banking and their intent-to-use had the most significant impact.