| Summary: | 碩士 === 朝陽科技大學 === 企業管理系高階產業經營碩士在職專班 === 107 === This study used the Technology Acceptance Model (TAM) as a theoretical basis to explore the publics attitude towards different types of online insurance products. The subject of the study was the masses in Taiwan. The researcher used convenient sampling as the sampling method, a total of 628 surveys were issued, 88 invalid surveys, 540 valid surveys were collected and the effective response rate was 85.99%. The results of this study are as follows: 1. The overall behavior model of the Taiwanese people in online insurance pension financial planning and travel insurance constructed by this study fitted well in statistics and can be effectively applied to explore the research of online insurance. 2. In the behavior model of pension financial planning, perceived usefulness, trust, and product involvement have a significant positive influence on attitudes, perceived risk has a significant negative influence on attitude; attitude, subjective norm has a significant positive influence on behavior; as the perceived ease of use has no significant positive influence on attitude. 3. In the behavior model of travel insurance, perceived usefulness, perceived ease of use, trust and product involvement have a significant positive influence on attitude, attitude, subjective norm has a significant positive influence on behavior; as the perceived risk has no significant negative influence on attitude. Finally, the conclusion of this study are high insurance policies and long-term insurance products, it may not be suitable for people to buy through the internet; for one-off and low-priced insurance products, the convenient, fast and efficient solution to the demand is the primary consideration of the people.
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