過去台灣網路投保已開放多年，但成效不如預期。由於金融科技趨勢的推波助助瀾下，加上現代人網路依賴度及使用度高，且對於個人隱私較重視，凡是尋求快速方便，使得政府與業者重新看好網路投保市場的發展潛力。本研究旨在討論消費者願意選擇線上投保要素及個人特徵、消費習慣以及針對公司面、商品面、使用面之分析。本研究採用問卷搜集資料，有效問卷607份。研究結果受訪者之部分個人特徵與過去線上購物經驗變項會造成線上投保之間的關連，進而提供業者推動網路投保通路提供不同行銷策略思考方向，增加顧客實際使用意願。;In the past, Internet insurance in Taiwan has been open for many years, but the results are not as good as expected. Due to the trend of financial science and technology push wave to help LAN, with modern network dependence and the use degree is high, and for those who seek to pay more attention to personal privacy, fast and convenient, the development potential of the government and the industry again promising online insurance market. The purpose of this study is to discuss the factors that consumers are willing to choose online, their personal characteristics, their consumption habits, and the analysis of company, commodity and usage. In this study, questionnaires were used to collect data, and 607 questionnaires were valid. The results of the study respondents part of personal characteristics and the past experience of online shopping items will cause the relationship between online insurance, online insurance industry and promote the marketing strategies of different pathways to provide the direction of thinking, increase customers′ actual behavior.
