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博碩士論文 etd-0715122-143506 詳細資訊
Title page for etd-0715122-143506
論文名稱
Title
穿戴式裝置與推力對健走型外溢保單購買意願之影響
The Impact of Electronic Wearable Device and Nudge on Purchase Intention of Spillover-effect Insurance Products
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
37
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2020-06-04
繳交日期
Date of Submission
2022-08-15
關鍵字
Keywords
健走型外溢保單、穿戴式裝置、隱私風險、推力、遊戲化、回饋、購買意願
Spillover-effect insurance products, privacy risk, nudge, gamification, financial incentive, purchase intention
統計
Statistics
本論文已被瀏覽 344 次,被下載 0
The thesis/dissertation has been browsed 344 times, has been downloaded 0 times.
中文摘要
健走型外溢保單是近年來保險公司積極開發的保險商品,在提供保障的前提下,更利用穿戴式裝置協助保戶進行健康管理與續年保費折扣計算。因為此類商品具外溢效果,也是我國金管會期待推動的保險商品,但因為隱私疑慮與保費偏高,目前在國內的銷售情形並不理想。
推力指在不妨礙他人自由選擇與影響經濟動機的前提下,鼓勵或誘導他人決策,引導人們選擇對本身最佳的選項。本研究擬由穿戴式裝置的態度、隱私風險、遊戲化、即時性偏差、折扣回饋等面向切入,藉由遊戲化、即時性偏差所設計的兩種應用場景,探討推力是否有助於健走型外溢保單的購買意願,透過問卷方式取得相關數據,再進一步採用結構方程式模型中的PLS最小平方分析法進行分析。分析顯示遊戲化的有趣性會正向影響健走型外溢型保單的購買意願,立即回饋的優點。
Abstract
Spillover-effect insurance products belong to a category of insurance products which is actively developed and promoted by the insurance companies in the recent years. A key feature of these products is the need for the insured to engage in active health management, such as regular physical exercise, and to measure, record and inform the insurers via electronic wearable devices. However, due to privacy concern about health information and high premium rate, the current sales situation is not ideal.
A nudge alters people's behavior without forbidding any options or significantly changing their economic incentives. This study considers the effect of gamification as a nudge, insured’s attitude towards using electronic wearable device, privacy risk concern about health information, and financial incentive on purchase intention of spillover-effect insurance. The required data was collected using survey method and analyzed using partial least squares method. The result revealed that gamification positively influences spillover-effect insurance product purchase intention and the benefits of instant financial gratification.
目次 Table of Contents
論文審定書i
致謝ii
摘要iii
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
第二章 文獻探討與假說建立 4
2.1 外溢保單 4
2.2 穿戴式裝置 7
2.3 健康資訊隱私風險認知 8
2.4 推力 9
2.4.1 遊戲化 10
2.4.2 回饋-即時性偏差 11
第三章 研究方法 13
3.1 研究架構與假說路徑 13
3.2 研究構面 13
3.3 問卷情境說明 15
3.4 問卷施測與分析工具 17
第四章 數據分析 18
4.1 樣本結構 18
4.2 研究構面分析 19
4.3 信度與效度檢定 20
4.4 假說驗證 22
第五章 結論與建議 24
5.1 討論 24
5.2 理論貢獻 24
5.3 實務意涵 25
5.4 研究限制 26
參考文獻 27

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