The Effects of Consumers’ Innovativeness, Perceived Risk and Attribute of Innovation to Adoption Intention─A Case of Insurance e-Aggregator

• Main Authors: Chuang, He-Chun, 莊賀竣
• Other Authors: Liu, li-Hsing
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/s87d9t

碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 105 === The insurance industry is most affected by financial technology. The "Insurance e-aggregator" to remove the traditional business intermediaries directly to provide consumer insurance products, is the "insurance value chain decomposition" and "Internet insurance rise" two comprehensive manifestations of the trend.Therefore, this study focuses on "Insurance e-aggregator", with Diffusion of Innovations Theory and Perceived risk as the theoretical framework to construct the elements that influence adoption intention. The official questionnaires were issued during the period from June 10 to June 17, 2017. A total of 351 valid questionnaires were collected. After statistical analysis, the important results are as follows: Consumers "innovative", "innovative advantage" of "comparative advantage", "compatibility", "Observability", "complexity" positive relationship with "adopted intention" of the Insurance e-aggregator, and all have the significant influence. "observability" the most influential. Consumer "Perceived risk", "privacy risk", "financial risk", "time risk" Positive relationship with the Insurance e-aggregator "adoption intention". And time risk has the most positive relationship.