以保險從業人員觀點探討保險業電子商務平台成功關鍵因素

A Study on Critical Success Factors of e-Commerce Website in Insurance Industry on Insurance Employees’ Perspectives

保險業在台灣深耕發展已超過50年，為了改善績效與維持競爭力，保險公司開發許多有助於利潤最大化或取得產業領導地位的行銷管道策略，如電子商務網站。本研究著重於探討提供保險商品的電子商務平台之關鍵成功因素，經文獻探討整理電子商務網站的關鍵成功因素，分為三構面，共25項指標。再經由專家問卷，由具網路購物經驗的保險業從業人員針對銷售保險商品的電子商務網站進行關鍵成功因素評比。本研究使用層級分析法分析網站設計、行銷策略與服務品質等三構面，共25個評估指標之重要性權重值。探討分析相關權重得知，以電子商務網站進行保險商品銷售時，受測者首重評估構面為「服務品質」中的4項評估指標－－售後服務、退換貨機制、問題處理與回應機制、與客戶的互動。最後本研究依據研究結果之關鍵指標，提出各關鍵指標於保險業電子商務網站之實作建議。

The development of the insurance industry has prolonged more than 50 years in Taiwan. To improve the performance and maintain the competitiveness, insurance companies developed variety of marketing channel tactics, such as e-commerce website, which help them to maximize profits or to obtain leadership of insurance industry. This study focused on discovering critical success factors of e-commerce website for insurance products. In this paper, 25 critical success factors of e-commerce website for selling insurance products are discussed by literature review and are categorized into 3 different aspects. By conducting a questionnaire survey, opinions of corresponds who are experienced customers on Internet shopping and also work in insurance industry are collected. Main factors are found according the analysis on evaluating the weighted importance on critical success factors of e-commerce website which selling insurance products. Analytic Hierarchy Process is applied to calculate the weighted importance for 25 factors on website design, marketing strategies, and quality of service aspects. Following the analysis on the weighted importance for 25 factors, research results show that top 4 factors are factors in the “quality of service” aspect. Finally, this study gives empirical suggestions on applying critical success factors of e-commerce websites of insurance industry.