消費者對保單健檢行為意圖之研究

The Study on Consumers’Behavior Intentions toward the Integrated Policy Analysis of the Insurance

本研究以保險消費者做為研究對象，針對消費者對於保險從業人員的信任程度、產品知識及知覺價值等因素進行瞭解，並探討前述三項因素對於消費者對保單健檢之態度與行為意圖的影響。正式問卷共回收618份，有效問卷回收率為86%，後續並以PLS進行問卷資料之統計分析。分析結果顯示，消費者對於保險從業人員的信任程度及知覺價值皆對態度及行為意圖產生正向的影響，本研究認為為了能夠更加順利推動保單健檢此項工作，建議保險相關業者應提供更專業、更正確及更即時的保險相關資訊，藉以提高民眾對於保單健檢的知覺價值，進而提升民眾對於保險從業人員的信任，藉由增加民眾對於保單健檢的瞭解程度，以利未來保單健檢的推廣與落實。

The objects of this study were the insurance consumers. Through the investigation, we explore the effect of trust, product knowledge, and perceived value on consumers’ attitude and behavior intentions toward the Integrated Policy Analysis of the Insurance. The total 618 questionnaires were received, the effective response rate was 86%. From the analysis results of the questionnaires by PLS2.0, the results showed that the consumers’ trust and perceived value had a positive effect on the attitude and behavior intentions. According to the results and conclusions, it was suggested that the insurance companies and insurance sales could provide more professional, accurate and real-time information of insurance to enhance the perceived value of the integrated policy analysis of insurance and acquire the trust from the consumers. By increasing consumer familiarity for the integrated policy analysis of insurance, insurance practitioners can implement and promot the concepts in the future.