| 摘要: | 自網路盛行以來，電子商務就一直被所有的行銷人員期待。即使經歷了網路泡沫化，現今電子商務依然在近代行銷中佔有重要的地位。台灣產物保險行銷方式一直都是以直效行銷或是實體行銷為主，個人保險商品也一直都透過通路來販售，如：修車廠，銀行，汽車代理商等。隨著政府開放產物保險業銷售傷害險，產物保險業也開始積極尋找另外更有效的銷售方法，以因應這樣的改變。
本研究採用問卷調查的方式，以銷售產物保險的電子商務Ｃ網站會員為母體取樣，針對這些有購買經驗使用者作樣本分析，進行實證研究。試圖分析消費者購買產物保險保單時，使用電子商務B2C通路所考慮的因素，為產物保險業發展電子商務B2C的策略建議。
研究結果發現，消費者透過B2C網站購買產險個人保單的過程，消費者較重視保單內容、價格因素以及B2C網站服務品質。B2C網站的保單內容符合消費者期待，價格也較實體通路低廉，並且能提供良好的服務品質，就能提高消費者對B2C網站的忠誠度，並提高使用電子商務購買產險商品的意願。
Since internet has become an inseparable part of the modern life, E-Business has been the highly expected and watched playground by all the marketing world. Even it had gone thru the internet bubble period, E-Business still plays a major role in the marketing field. Non-Life Insurance Marketing Strategy used to employ methods such as direct sales or face-to-face sales, including insurance products designed for individuals are channel through related places like garages, banks, auto sales centers, etc. However, as the government begins to include Casualty Insurance into Non-Life Insurance, the Insurance Industry also responded aggressively by looking for effective marketing tools.
This research uses questionnaire as the investigative method. By taking sample questionnaires from the members of an E-commerce Website that specialized in selling Non-Life insurance policies, I focus on the analysis and the research of these consumers’ experiences. From the analysis of the factors consumers use when using E-Commerce (B2C) as the channel, I can develop useful suggestions for the Non-Life Insurance Companies in their E-Commerce(B2C) marketing strategy.
The research result shows, the top three priorities of consumers who use internet to purchase insurance policy are ： the content of the product, the pricing of the policy, and the service quality of the B2C website. So if the B2C website can offer products that meet the consumers expectation, price is lower than virtual world, and offer excellent quality of service, then the website will have a higher loyalty from consumers, and increase their desire for future purchases. |
