摘要

本研究聚焦於價值共創模式在保險業的應用與影響，透過南山人壽Nan Shan、Vitality UK、NRMA 和 Lemonade 四個個案的深入剖析，系統性分析壽險與產險、傳統與新創保險公司在價值共創機制設計與運作上的異同，並探討其成效與影響。本研究以「三維式價值共創互動及影響因素」作為研究框架，涵蓋價值共創的三維度（公司價值、客戶價值、社會價值），並從價值共創運作模式、平台組成元素、及影響因素（促進因子與激勵因子）等多層次進行個案分析比較，揭示不同價值共創模式的設計邏輯、成功要素與實施挑戰，並對保險業的價值轉型提供具體建議。
本研究進一步探討保險公司與客戶互動平台的「外掛模式（Plug-in）」與「內嵌模式（Embedded）」對價值共創的影響，發現創新型公司（如 Vitality UK、Lemonade）採內嵌模式，透過業務流程自然驅動客戶參與，互動深度與持續性較高，而傳統保險公司（如南山人壽、NRMA）則為外掛模式，透過獨立於原作業系統之外的數位平台與客戶互動，但效果受限於客戶的主動性。
本研究的理論貢獻在於擴展價值共創理論對社會價值層面的影響範疇，證明保險業價值共創可創造企業、客戶及社會三層面的價值，如提升健康管理（南山人壽、Vitality UK）、減少風險事故（NRMA）、推動公益參與（Lemonade）。此外，本研究發現價值共創之促進因子與激勵因子的互補與協同效應，說明企業如何同時運用有效的互動設計，並合理配置資源以激勵客戶參與，進而增強價值共創的效果。
在實務應用層面，本研究為保險業的價值轉型提供可行路徑，特別借鑑 Vitality UK 內嵌模式，開發「次標準體」市場、運用數據驅動價值共創、連結 SDGs推動保險 3.0 價值轉型、優化南山人壽價值共創機制。本研究的成果不僅為保險業提供價值共創的操作指引，也為保險業的價值轉型與永續發展帶來啟發。

Abstract
This study delves into the application and impact of value co-creation models in the insurance industry through four compelling case studies： Nan Shan Life, Vitality UK, NRMA, and Lemonade. It systematically examines differences and similarities in value co-creation mechanisms between life and general insurers, as well as traditional and innovative firms. Develops the "Three-Dimensional Value Co-Creation Interaction and Influencing Factors" framework that analyzes corporate, customer, and social value dimensions, operational models, platform components, and key influencing factors (facilitators and incentives). It reveals different models' design logic, success factors, and inferences, providing recommendations for value transformation in the insurance industry.
This study also examines plug-in and embedded platform models. Findings show that innovative insurers (e.g., Vitality UK, Lemonade) use embedded models, integrating customer participation into business processes for deeper engagement, while traditional insurers (e.g., Nan Shan Life, NRMA) adopt plug-in models, relying on separate digital platforms with lower customer involvement.
The study extends value co-creation theory by incorporating social value, demonstrating multi-dimensional benefits for companies, customers, and society, such as improved health management (Nan Shan Life, Vitality UK), reduced risk incidents (NRMA), and increased social welfare participation (Lemonade). Moreover, this study reveals how the complementarity and synergy between facilitators and incentives enable enterprises to optimize interactive design and resource allocation, effectively driving customer participation and enhancing value co-creation.
From a practical perspective, this study provides a roadmap for value transformation, including adopting Vitality UK's embedded model for the substandard risk market, leveraging data-driven value co-creation, integrating SDGs to drive Insurance 3.0 transformation, and optimizing Nan Shan Life's mechanisms. The findings offer actionable insights for business innovation, customer engagement, sustainable development, and the strategy of value transformation.

目錄
論文審定書 i
致謝 ii
中文摘要 iii
英文摘要 iv
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究重要性 4
第四節 研究問題 5
第二章 文獻探討 7
第一節 以客戶為中心的價值共創思維 7
第二節 價值的形成與定義 9
第三節 價值共創三構面與三維度 9
一、 價值共創三構面及二維度（公司面、客戶面）影響 10
二、 價值共創對社會面維度的影響 10
第四節 共創機制之互動模型 11
一、 互動平台的要素 11
二、 互動平台的「外掛」或「內嵌」模式 12
三、 互動平台的運作 12
第五節 價值共創的影響因素 14
一、 公司於價值共創設計中的「促進因子Facilitators」 14
二、 影響客戶參與互動的「激勵因子 Incentives」 16
第六節 價值共創動態機制分析 18
一、 公司端的動態循環：促進因子與共創機制優化 18
二、 客戶端的動態循環：激勵因子與代理參與 19
三、 公益與社會價值的強化循環 19
第七節 保險思維的演變 20
一、 商業保險形成 20
二、 價值共創機制開啟保險新時代 22
第八節 理論缺口及研究方向 22
第三章 研究之理論框架及分析步驟 24
第一節 研究之理論基礎 24
一、 價值共創分析框架 24
二、 互動創造機制 24
三、 價值共創影響因素 24
第二節 研究框架 25
第三節 研究步驟 26
第四章 研究方法 28
第一節 個案選擇 28
一、 涵蓋壽險與產險領域 28
二、 傳統與新創保險公司並列 28
三、 實施價值共創機制的保險公司 28
第二節 研究設計 30
一、 理論建構 (Theory Building) 30
二、 實證驗證 (Empirical Validation) 31
三、 應用導向 (Practical Implication) 31
第三節 研究方法的實施 31
一、 資料收集 31
二、 訪談資料 35
三、 參與式觀察法 36
四、 資料分析 37
五、 研究倫理考量 38
第五章 壽險個案價值共創模式資料分析 39
第一節 南山人壽 39
一、 南山人壽Nan Shan個案背景說明 39
二、 南山人壽Nan Shan個案分析 46
第二節 英國活力保險公司Vitality UK 57
一、 英國活力保險公司Vitality UK個案背景說明 57
二、 初步比較南山與Vitality的運作模式 64
三、 Vitality UK 個案分析 65
第六章 產險個案價值共創模式資料分析 74
第一節 澳洲產物保險NRMA 74
一、 澳洲產物保險NRMA 個案背景介紹 74
二、 NRMA 的Safety Hub個案分析 79
第二節 美國產險公司Lemonade 88
一、 美國產險公司Lemonade 個案背景介紹 88
二、 Lemonade個案分析 93
第七章 價值共創模式比較分析及研究發現 102
第一節 壽險與產險之價值共創模式比較 102
一、 壽險與產險價值共創模式之共同點分析 102
二、 壽險與產險價值共創模式之差異分析 108
第二節 傳統型 vs. 創新型保險公司之價值共創平台比較 111
一、 外掛模式：傳統保險公司（南山人壽、NRMA） 111
二、 內嵌模式：創新型保險公司（Vitality UK、Lemonade） 111
第三節 促進因子與激勵因子的相關性：外掛與內嵌模式的影響 113
一、 外掛式促進因子互動效果較弱，依賴激勵因子提升客戶參與度 113
二、 內嵌式促進因子互動效果強，聚焦激勵因子資源於目標達成 113
三、 促進因子與激勵因子的互補與協同效應 114
第四節 綜合比較 117
第八章 理論貢獻與實務建議 122
第一節 研究發現與理論貢獻 122
一、 理論實證 122
二、 理論缺口補充 123
三、 內嵌式與外掛式平台的影響機制 123
四、 提出促進因子與激勵因子的互補與協同效應 123
五、 多方共創模式的實證 123
第二節 實務建議 124
一、 借鏡Vitality 價值共創模式，運用於開發「次標準體」市場 124
二、 借鑒NRMA，建議台灣保險業以數據驅動價值共創 125
三、 連結SDGs的保險價值轉型，邁向保險3.0新時代 126
四、 以SROI評估價值共創的影響力 127
第三節 對南山人壽價值共創模式的建議 128
一、 強化平台整合，提升價值共創的連續性 128
二、 重塑業務人員價值主張，增強其體驗與代理參與，提高推動力 129
三、 擴大數位行銷與社群推動，強化客戶連結 130
四、 優化數據應用，強化個人化價值共創 131
第九章 結論 132
一、 研究發現與理論貢獻 132
二、 實務建議 133
三、 研究侷限性與對未來研究的建議 133
參考文獻 135
附錄 145
作者簡歷 173

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