線上投保人壽險忠誠度之研究－－交易成本觀點

A Study of Loyalty of Online Life Insurance-A Transaction Cost Perspective

本研究旨在以交易成本觀點探討消費者選擇線上投保人壽保險時，是否受到信任、知覺風險因素進而對網路忠誠度有所影響。本研究採用問卷搜集資料，共發放250份問卷，有效問卷數224份（有效回收率89.6%）。並採用驗證性因素分析、結構方程模式進行資料分析來驗證研究假說。研究發現信任與知覺風險呈現負向關係；信任與網路忠誠度呈現顯著的正相關。甚且，知覺風險與網路忠誠度呈現無顯著關係。在交易雙方之間信任關係的建立，可大幅減低雙方進行交易所承擔的成本，增加消費者對於線上投保人壽保險的忠誠度。最後，本研究提供壽險業者理論與管理意涵，供決策者作為經營參考。

Based on transaction cost perspective, the purpose of this study is to investigate whether trust and perceived risk factor may influence loyalty towards online purchase of life insurance product. In this research, a questionnaire survey was conducted. In total, 250 questionnaires were sent to respondents. As a result, there were about 224 valid questionnaires and the effective response rate was approximately 89.6%. Confirmatory factor analysis and structural equation modeling were applied to test the causal model and hypotheses. The findings of this study reveal that there is negative relationship link between trust and perceived risk; there is positive relationship link between trust and the loyalty. Moreover, the perceived risk factor is not significant in the loyalty. Placing trust between parties can significantly reduce transaction costs, and pledge loyalty towards online purchase of life insurance. Finally, this study provides life insurance industry theoretical and managerial implications as basic reference for decision makers.