科技進步及金融整合時代的來臨，新興通路的發展迅速興起無疑是保險公司未來發展的必要選擇。本研究以問卷調查的方式，瞭解消費者對網路投保意圖的影響因素，並試圖找出這些因素的相關性。 研究構面分為消費者有無網路購買經驗、網路消費者族群、消費者對保單瞭解程度及網路投保意圖四個部份。問卷總計發放348份，扣除49份無效問卷後，有效問卷為299份，抽樣調查期間為98年6月1日至98年6月5日止，問卷內容詢問了消費者有無網路購買經驗、描述三類消費者，並由受測者選出最接近自己消費行為的描述，由受測者的選擇歸類所屬類別、消費者對保單瞭解程度相關問項及網路投保意圖相關問項，以迴歸分析作為資料分析方法。 研究結果發現，有無網路購買經驗與網路投保意圖呈現正相關、不同網路族群消費者有不同程度的網路投保意圖、消費者對保單的瞭解程度對網路投保意圖有顯著的正相關。於是本研究建議，保險業者應強化消費者對保單瞭解程度、針對不同網路族群消費者提供不同的行銷方式及提升消費者對網路投保的接受度。 Due to technology advances and the era of financial integration comes, there’s no doubt that the application of new channels is a necessary option for the insurance companies to create growth in the future. This study is to know the factors which influence the consumers’ intention of insuring on internet by questionnaire survey, and also try to find out the relevance among these factors. This study divides into 4 parts of dimension－consumers’ purchasing experience on internet, consumers’ cohort on internet, consumer s’ awareness of the insurance policy and intention of insuring on internet. It totally get 348 questionnaires response which includes 49 invalid ones and 299 valid ones. The duration of this survey is from June 1 to 5 in 2009. The questionnaires which classifies consumers’ cohort on internet were to know consumers’ purchasing experience on internet, the awareness of insurance policy, and the intention of insuring on internet by choosing the best description of consuming behavior like them most. Then the regression analysis as a method for data analysis. The result of this study showed that it has a positive correlation between purchasing experience on Internet and the intention of insuring on internet, as well as consumers’ awareness of the insurance policy and the intention of insuring on internet. Thus this study suggested that the insurance industry should strengthen the consumer''s awareness of the insurance policy, supply every cohort of consumers with different marketing methods to enhance consumers’ desire for insuring on Internet.
