根據研究結果,本研究做出以下幾點建議: 一、宣導產險業旅行平安保險商品。 二、提供業務員行銷獎勵與誘因。 三、提供新型態網路投保管道。 四、放寬保險業辦理電子商務門檻。 五、設計多元行銷管道。 六、運用科技差異化行銷。 七、引進國外創新保險商品。 八、針對特定活動、連續假期或旅遊國家推出限定版旅平險。 The study aims to investigate the customers’ perceived knowledge, purchase intention, and related behavior regarding insurance company’s selling travel accident insurance. The findings of the research are as follows: 1.Purchasing travel accident insurance were not the research participants’ first priority; 2.The participants were not familiar with the insurance products and especially the travel accident insurance; 3.The customers’ experience of purchasing travel accident insurance for traveling should be improved; 4.The participants purchased travel accident insurance mainly with the assistance of the insurance agents. The study provides several recommendations based on the research results as follows: 1.Promoting the products and services of travel accident insurance in the insurance industry; 2.Offering rewards and incentives for insurance agents; 3.Providing online insurance shopping as an additional new channel; 4.Reducing life insurance threshold on electronic business; 5.Designing a variety of marketing sources and channels; 6.Employing differentiated marketing via technology; 7.Introducing innovative insurance products around the world; 8.Providing limited edition of travel accident insurance for specific occasions, long holidays, and places to travel.