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題名 保險數位化：以眼動儀探討線上投保解釋機制
Insurance digitalization: An eye-tracking study on online insurance explanation facilities作者 陳思涵
Chen, Szu-Han貢獻者 林怡伶
Lin, Yi-Ling
陳思涵
Chen, Szu-Han關鍵詞 解釋機制
眼動儀
保險數位化
認知型信任
情感型信任
購買意願
Explanation facilities
Eye-tracking
Insurance digitalization
Cognitive trust
Affective trust
Purchase intention日期 2022 上傳時間 1-八月-2022 17:20:57 (UTC+8) 摘要 保險數位化是保險產業近年來的趨勢，因為現今網際網路對消費者來說不可或缺。過去很多的研究都提及保險產品存在不確定性和風險的問題，而目前在線上投保的網站上提供給消費者的保險知識是不足的。因為缺乏有用的協助，消費者沒辦法在線上投保網站上順利的購買保險商品。很多研究確認提供適當的解釋機制 (explanation facility) 可以增加使用者的信任，進而對於消費者的決策有正向的影響。我們的研究應用兩種解釋機制在線上投保網站上，增加使用者的認知型信任 (cognitive trust) 和情感型信任 (affective trust)，最後增加使用者對線上投保網站的購買意圖。我們的研究方法採用眼動儀實驗 (eye-tracking experiment) ，可以更客觀地了解使用者在使用線上投保網站的視覺注意力轉換和資訊處理的過程。
Insurance digitalization is a trend in the insurance industry in recent years. However, previous studies have stated that insurance products are under uncertainty and risk and there is not enough insurance knowledge conveying to customers in the insurance websites. As a result, customers cannot smoothly purchase insurance products on insurance websites due to lacking some useful assistance. Some studies have confirmed that giving users appropriate explanation facilities can increase their trust and have a positive effect on decision-making. Our study applies two of four types of information conveyed in explanations to insurance websites to increase users’ cognitive-based trust, affect-based trust and have a positive effect on their decision-making by conducting an eye-tracking experiment.參考文獻 Arif, F. Z. El. (2020). Insurance Distribution in the Digital Age. IOSR Journal of Economics and Finance (IOSR-JEF).Banerji, J., Kundu, K., & Alam, P. A. (2020). Influence of behavioral biases on investment behavior. SCMS Journal of Indian Management, 17(1), 81–98.Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133–152.Bhatia, R., Bhat, A. K., & Tikoria, J. (2021). Life insurance purchase behaviour: A systematic review and directions for future research. International Journal of Consumer Studies, March, 1–27.Braddy, P. W., Meade, A. W., & Kroustalis, C. M. (2008). Online recruiting: The effects of organizational familiarity, website usability, and website attractiveness on viewers’ impressions of organizations. Computers in Human Behavior, 24(6), 2992–3001.Brucks, M., Zeithaml, V. A., & Naylor, G. (2000). Price and brand name as indicators of quality dimensions. Journal of the Academy of Marketing Science, 28(3), 359–374. https://link.springer.com/content/pdf/10.1177%2F0092070300283005.pdfCamerer, C. F., & Kunreuther, H. (1989). Decision Processes for Low Probability Events: Policy Implications. Journal of Policy Analysis and Management, 8(4), 565.Cappiello, A. (2020). The Digital (R)evolution of Insurance Business Models. American Journal of Economics and Business Administration, 12(1), 1–13.Chang, S. H., Chih, W. H., Liou, D. K., & Yang, Y. T. (2016). The mediation of cognitive attitude for online shopping. Information Technology and People, 29(3), 618–646.Chauliac, M., Catrysse, L., Gijbels, D., & Donche, V. (2020). It is all in the surv-eye: Can eye tracking data shed light on the internal consistency in self-report questionnaires on cognitive processing strategies? Frontline Learning Research, 8(3), 26–39.Chen, Y. H., Hsu, I. C., & Lin, C. C. (2010). Website attributes that increase consumer purchase intention: A conjoint analysis. Journal of Business Research, 63(9–10), 1007–1014.Cheung, C. M. K., Xiao, B. S., & Liu, I. L. B. (2014). Do actions speak louder than voices? the signaling role of social information cues in influencing consumer purchase decisions. Decision Support Systems, 65(C), 50–58.Coe, N. B., Belbase, A., & Wu, A. Y. (2016). Overcoming Barriers to Life Insurance Coverage: A Behavioral Approach. Risk Management and Insurance Review, 19(2), 307–336.Cohen, A., & Siegelman, P. (2010). Testing for adverse selection in insurance markets. Journal of Risk and Insurance, 77(7), 39–84. https://doi.org/10.1111/j.1539-6975.2009.01337.xConnelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling theory: A review and assessment. Journal of Management, 37(1), 39–67.Cortinas, M., Cabeza, R., Chocarro, R., & Villanueva, A. (2019). Attention to online channels across the path to purchase: An eye-tracking study. Electronic Commerce Research and Applications, 36(September 2018), 100864.Eling, M., & Lehmann, M. (2018). The Impact of Digitalization on the Insurance Value Chain and the Insurability of Risks. Geneva Papers on Risk and Insurance: Issues and Practice, 43(3), 359–396.Felfernig, A., & Gula, B. (2006). An empirical study on consumer behavior in the interaction with knowledge-based recommender applications. CEC/EEE 2006 Joint Conferences, 2006.Fu, X., Zhang, B., Xie, Q., Xiao, L., & Che, Y. (2011). Impact of Quantity and Timeliness of EWOM Information on Consumer’s Online Purchase Intention under C2C Environment. Asian Journal of Business Research, 1(2), 37–52.Gedikli, F., Jannach, D., & Ge, M. (2014). How should i explain? A comparison of different explanation types for recommender systems. International Journal of Human Computer Studies, 72(4), 367–382.Gefen, & Straub. (2003). Managing User Trust in B2C e-Services. E-Service Journal, 2(2), 7.Glass, A., McGuinness, D. L., & Wolverton, M. (2008). Toward establishing trust in adaptive agents. International Conference on Intelligent User Interfaces, Proceedings IUI, 227–236.Hassanein, K., & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human Computer Studies, 65(8), 689–708.Huber, C., Gatzert, N., & Schmeiser, H. (2015). How does price presentation influence consumer choice? The case of life insurance products. Journal of Risk and Insurance, 82(2), 401–432.Huber, C., & Schlager, T. (2018). Testing the risk as feeling and risk as analysis perspective for insurance: The antecedents of purchasing unit-linked life insurance products. Journal of Financial Services Marketing, 23(1), 25–37.Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500–507.Kim, J., & Yoo, B. (2000). Toward the optimal link structure of the cyber shopping mall. International Journal of Human Computer Studies, 52(3), 531–551.Kok, E. M., & Jarodzka, H. (2017). Before your very eyes: The value and limitations of eye tracking in medical education. Medical Education, 51(1), 114–122.Komiak, S. Y. X., & Benbasat, I. (2006). The effects of personalization and familiarity on trust and adoption of recommendation agents. MIS Quarterly: Management Information Systems, 30(4), 941–960.Lee, H. S., Sun, P. C., Chen, T. S., & Jhu, Y. J. (2015). The effects of avatar on trust and purchase intention of female online consumer: Consumer knowledge as a moderator. International Journal of Electronic Commerce Studies, 6(1), 99–118.Liao, C., Lin, H. N., Luo, M. M., & Chea, S. (2017). Factors influencing online shoppers’ repurchase intentions: The roles of satisfaction and regret. Information and Management, 54(5), 651–668.Mao, J. Y., & Benbasat, I. (2000). The use of explanations in knowledge-based systems: Cognitive perspectives and a process-tracing analysis. Journal of Management Information Systems, 17(2), 153–179.Mavlanova, T., Benbunan-Fich, R., & Koufaris, M. (2012). Signaling theory and information asymmetry in online commerce. Information and Management, 49(5), 240–247.McAllister, D. J. (1995). Affect- and Cognition-Based Trust as Foundations for Interpersonal Cooperation in Organizations.pdf. Academy of Management, 38(1), 24–59.Menon, R. G. V., Sigurdsson, V., Larsen, N. M., Fagerstrøm, A., & Foxall, G. R. (2016). Consumer attention to price in social commerce: Eye tracking patterns in retail clothing. Journal of Business Research, 69(11), 5008–5013.Montero Perez, M., Peters, E., & Desmet, P. (2015). Enhancing Vocabulary Learning Through Captioned Video: An Eye-Tracking Study. Modern Language Journal, 99(2), 308–328.Mou, J., & Shin, D. (2018). Effects of social popularity and time scarcity on online consumer behaviour regarding smart healthcare products: An eye-tracking approach. Computers in Human Behavior, 78, 74–89.Nunes, I., & Jannach, D. (2017). A systematic review and taxonomy of explanations in decision support and recommender systems. User Modeling and User-Adapted Interaction, 27(3–5), 393–444.Paul J. H. Schoemaker and Howard C. Kunreuther. (1979). An Experimental Study of Insurance Decisions. The Journal of Risk and Insurance, 46(4), 603–618. https://doi.org/10.2307/252533Richter, A., Ruß, J., & Schelling, S. (2019). Insurance customer behavior: Lessons from behavioral economics. Risk Management and Insurance Review, 22(2), 183–205.Richter, A., Schiller, J., & Schlesinger, H. (2014). Behavioral insurance: Theory and experiments. Journal of Risk and Uncertainty, 48(2), 85–96.Slovic, P. (1987). Perception of risk. Science, 236(4799), 280–285.Slykhuis, D. A., Wiebe, E. N., & Annetta, L. A. (2005). Eye-tracking students’ attention to PowerPoint photographs in a science education setting. Journal of Science Education and Technology, 14(5–6), 509–520.Tan, W. K., Tan, C. H., & Teo, H. H. (2012). Consumer-based decision aid that explains which to buy: Decision confirmation or overconfidence bias? Decision Support Systems, 53(1), 127–141.Tennyson, S. (2011). Consumers’ Insurance Literacy: Evidence from Survey Data. Financial Services Review, 20(3), 165.Tintarev, N., & Masthoff, J. (2007). A survey of explanations in recommender systems. Proceedings - International Conference on Data Engineering, 801–810.Todd, P. A., & Grenci, R. T. (2002). Solutions-Driven Marketing. Communications of the Acm, 45(3), 64–71.Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185(4157), 1124–1131.Wang, Q., Ma, D., Chen, H., Ye, X., & Xu, Q. (2020). Effects of background complexity on consumer visual processing: An eye-tracking study. Journal of Business Research. https://www.sciencedirect.com/science/article/pii/S0148296319304357Wang, Q., Yang, S., Liu, M., Cao, Z., & Ma, Q. (2014). An eye-tracking study of website complexity from cognitive load perspective. Decision Support Systems, 62, 1–10.Wang, W., & Benbasat, I. (2007). Recommendation agents for electronic commerce: Effects of explanation facilities on trusting beliefs. In Journal of Management Information Systems (Vol. 23, Issue 4).Wang, W., Qiu, L., Kim, D., & Benbasat, I. (2016). Effects of rational and social appeals of online recommendation agents on cognition- and affect-based trust. Decision Support Systems, 86, 48–60.Wells, J. D., Valacich, J. S., & Hess, T. J. (2011). What signal are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS Quarterly: Management Information Systems, 35(2), 373–396.Yu, T. W., & Chen, T. J. (2018). Online travel insurance purchase intention : a transaction cost perspective. Journal of Travel and Tourism Marketing, 35(9), 1175–1186.Zhang, K. Z. K., Lee, M. K. O., Cheung, C. M. K., Shen, A. X. L., Jin, X. L., & Chen, H. (2010). Exploring the moderating effect of information inconsistency in a trust-based online shopping model. Proceedings of the Annual Hawaii International Conference on System Sciences, 1–9.Zhou, J., Syed Z. Arshad, Luo, S., & Chen, F. (2017). Effects of uncertainty and cognitive load on user trust in predictive decision making. Conference on Human Factors in Computing Systems - Proceedings, 23–39. Arif, F. Z. El. (2020). Insurance Distribution in the Digital Age. IOSR Journal of Economics and Finance (IOSR-JEF).Banerji, J., Kundu, K., & Alam, P. A. (2020). Influence of behavioral biases on investment behavior. SCMS Journal of Indian Management, 17(1), 81–98.Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133–152.Bhatia, R., Bhat, A. K., & Tikoria, J. (2021). Life insurance purchase behaviour: A systematic review and directions for future research. International Journal of Consumer Studies, March, 1–27.Braddy, P. W., Meade, A. W., & Kroustalis, C. M. (2008). Online recruiting: The effects of organizational familiarity, website usability, and website attractiveness on viewers’ impressions of organizations. Computers in Human Behavior, 24(6), 2992–3001.Brucks, M., Zeithaml, V. A., & Naylor, G. (2000). Price and brand name as indicators of quality dimensions. Journal of the Academy of Marketing Science, 28(3), 359–374. https://link.springer.com/content/pdf/10.1177%2F0092070300283005.pdfCamerer, C. F., & Kunreuther, H. (1989). Decision Processes for Low Probability Events: Policy Implications. Journal of Policy Analysis and Management, 8(4), 565.Cappiello, A. (2020). The Digital (R)evolution of Insurance Business Models. American Journal of Economics and Business Administration, 12(1), 1–13.Chang, S. H., Chih, W. H., Liou, D. K., & Yang, Y. T. (2016). The mediation of cognitive attitude for online shopping. Information Technology and People, 29(3), 618–646.Chauliac, M., Catrysse, L., Gijbels, D., & Donche, V. (2020). It is all in the surv-eye: Can eye tracking data shed light on the internal consistency in self-report questionnaires on cognitive processing strategies? Frontline Learning Research, 8(3), 26–39.Chen, Y. H., Hsu, I. C., & Lin, C. C. (2010). Website attributes that increase consumer purchase intention: A conjoint analysis. Journal of Business Research, 63(9–10), 1007–1014.Cheung, C. M. K., Xiao, B. S., & Liu, I. L. B. (2014). Do actions speak louder than voices? the signaling role of social information cues in influencing consumer purchase decisions. Decision Support Systems, 65(C), 50–58.Coe, N. B., Belbase, A., & Wu, A. Y. (2016). Overcoming Barriers to Life Insurance Coverage: A Behavioral Approach. Risk Management and Insurance Review, 19(2), 307–336.Cohen, A., & Siegelman, P. (2010). Testing for adverse selection in insurance markets. Journal of Risk and Insurance, 77(7), 39–84. https://doi.org/10.1111/j.1539-6975.2009.01337.xConnelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling theory: A review and assessment. Journal of Management, 37(1), 39–67.Cortinas, M., Cabeza, R., Chocarro, R., & Villanueva, A. (2019). Attention to online channels across the path to purchase: An eye-tracking study. Electronic Commerce Research and Applications, 36(September 2018), 100864.Eling, M., & Lehmann, M. (2018). The Impact of Digitalization on the Insurance Value Chain and the Insurability of Risks. Geneva Papers on Risk and Insurance: Issues and Practice, 43(3), 359–396.Felfernig, A., & Gula, B. (2006). An empirical study on consumer behavior in the interaction with knowledge-based recommender applications. CEC/EEE 2006 Joint Conferences, 2006.Fu, X., Zhang, B., Xie, Q., Xiao, L., & Che, Y. (2011). Impact of Quantity and Timeliness of EWOM Information on Consumer’s Online Purchase Intention under C2C Environment. Asian Journal of Business Research, 1(2), 37–52.Gedikli, F., Jannach, D., & Ge, M. (2014). How should i explain? A comparison of different explanation types for recommender systems. International Journal of Human Computer Studies, 72(4), 367–382.Gefen, & Straub. (2003). Managing User Trust in B2C e-Services. E-Service Journal, 2(2), 7.Glass, A., McGuinness, D. L., & Wolverton, M. (2008). Toward establishing trust in adaptive agents. International Conference on Intelligent User Interfaces, Proceedings IUI, 227–236.Hassanein, K., & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human Computer Studies, 65(8), 689–708.Huber, C., Gatzert, N., & Schmeiser, H. (2015). How does price presentation influence consumer choice? The case of life insurance products. Journal of Risk and Insurance, 82(2), 401–432.Huber, C., & Schlager, T. (2018). Testing the risk as feeling and risk as analysis perspective for insurance: The antecedents of purchasing unit-linked life insurance products. Journal of Financial Services Marketing, 23(1), 25–37.Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500–507.Kim, J., & Yoo, B. (2000). Toward the optimal link structure of the cyber shopping mall. International Journal of Human Computer Studies, 52(3), 531–551.Kok, E. M., & Jarodzka, H. (2017). Before your very eyes: The value and limitations of eye tracking in medical education. Medical Education, 51(1), 114–122.Komiak, S. Y. X., & Benbasat, I. (2006). The effects of personalization and familiarity on trust and adoption of recommendation agents. MIS Quarterly: Management Information Systems, 30(4), 941–960.Lee, H. S., Sun, P. C., Chen, T. S., & Jhu, Y. J. (2015). The effects of avatar on trust and purchase intention of female online consumer: Consumer knowledge as a moderator. International Journal of Electronic Commerce Studies, 6(1), 99–118.Liao, C., Lin, H. N., Luo, M. M., & Chea, S. (2017). Factors influencing online shoppers’ repurchase intentions: The roles of satisfaction and regret. Information and Management, 54(5), 651–668.Mao, J. Y., & Benbasat, I. (2000). The use of explanations in knowledge-based systems: Cognitive perspectives and a process-tracing analysis. Journal of Management Information Systems, 17(2), 153–179.Mavlanova, T., Benbunan-Fich, R., & Koufaris, M. (2012). Signaling theory and information asymmetry in online commerce. Information and Management, 49(5), 240–247.McAllister, D. J. (1995). Affect- and Cognition-Based Trust as Foundations for Interpersonal Cooperation in Organizations.pdf. Academy of Management, 38(1), 24–59.Menon, R. G. V., Sigurdsson, V., Larsen, N. M., Fagerstrøm, A., & Foxall, G. R. (2016). Consumer attention to price in social commerce: Eye tracking patterns in retail clothing. Journal of Business Research, 69(11), 5008–5013.Montero Perez, M., Peters, E., & Desmet, P. (2015). Enhancing Vocabulary Learning Through Captioned Video: An Eye-Tracking Study. Modern Language Journal, 99(2), 308–328.Mou, J., & Shin, D. (2018). Effects of social popularity and time scarcity on online consumer behaviour regarding smart healthcare products: An eye-tracking approach. Computers in Human Behavior, 78, 74–89.Nunes, I., & Jannach, D. (2017). A systematic review and taxonomy of explanations in decision support and recommender systems. User Modeling and User-Adapted Interaction, 27(3–5), 393–444.Paul J. H. Schoemaker and Howard C. Kunreuther. (1979). An Experimental Study of Insurance Decisions. The Journal of Risk and Insurance, 46(4), 603–618. https://doi.org/10.2307/252533Richter, A., Ruß, J., & Schelling, S. (2019). Insurance customer behavior: Lessons from behavioral economics. Risk Management and Insurance Review, 22(2), 183–205.Richter, A., Schiller, J., & Schlesinger, H. (2014). Behavioral insurance: Theory and experiments. Journal of Risk and Uncertainty, 48(2), 85–96.Slovic, P. (1987). Perception of risk. Science, 236(4799), 280–285.Slykhuis, D. A., Wiebe, E. N., & Annetta, L. A. (2005). Eye-tracking students’ attention to PowerPoint photographs in a science education setting. Journal of Science Education and Technology, 14(5–6), 509–520.Tan, W. K., Tan, C. H., & Teo, H. H. (2012). Consumer-based decision aid that explains which to buy: Decision confirmation or overconfidence bias? Decision Support Systems, 53(1), 127–141.Tennyson, S. (2011). Consumers’ Insurance Literacy: Evidence from Survey Data. Financial Services Review, 20(3), 165.Tintarev, N., & Masthoff, J. (2007). A survey of explanations in recommender systems. Proceedings - International Conference on Data Engineering, 801–810.Todd, P. A., & Grenci, R. T. (2002). Solutions-Driven Marketing. Communications of the Acm, 45(3), 64–71.Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185(4157), 1124–1131.Wang, Q., Ma, D., Chen, H., Ye, X., & Xu, Q. (2020). Effects of background complexity on consumer visual processing: An eye-tracking study. Journal of Business Research. https://www.sciencedirect.com/science/article/pii/S0148296319304357Wang, Q., Yang, S., Liu, M., Cao, Z., & Ma, Q. (2014). An eye-tracking study of website complexity from cognitive load perspective. Decision Support Systems, 62, 1–10.Wang, W., & Benbasat, I. (2007). Recommendation agents for electronic commerce: Effects of explanation facilities on trusting beliefs. In Journal of Management Information Systems (Vol. 23, Issue 4).Wang, W., Qiu, L., Kim, D., & Benbasat, I. (2016). Effects of rational and social appeals of online recommendation agents on cognition- and affect-based trust. Decision Support Systems, 86, 48–60.Wells, J. D., Valacich, J. S., & Hess, T. J. (2011). What signal are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS Quarterly: Management Information Systems, 35(2), 373–396.Yu, T. W., & Chen, T. J. (2018). Online travel insurance purchase intention : a transaction cost perspective. Journal of Travel and Tourism Marketing, 35(9), 1175–1186.Zhang, K. Z. K., Lee, M. K. O., Cheung, C. M. K., Shen, A. X. L., Jin, X. L., & Chen, H. (2010). Exploring the moderating effect of information inconsistency in a trust-based online shopping model. Proceedings of the Annual Hawaii International Conference on System Sciences, 1–9.Zhou, J., Syed Z. Arshad, Luo, S., & Chen, F. (2017). Effects of uncertainty and cognitive load on user trust in predictive decision making. Conference on Human Factors in Computing Systems - Proceedings, 23–39. Arif, F. Z. El. (2020). Insurance Distribution in the Digital Age. IOSR Journal of Economics and Finance (IOSR-JEF).Banerji, J., Kundu, K., & Alam, P. A. (2020). Influence of behavioral biases on investment behavior. SCMS Journal of Indian Management, 17(1), 81–98.Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133–152.Bhatia, R., Bhat, A. K., & Tikoria, J. (2021). Life insurance purchase behaviour: A systematic review and directions for future research. International Journal of Consumer Studies, March, 1–27.Braddy, P. W., Meade, A. W., & Kroustalis, C. M. (2008). Online recruiting: The effects of organizational familiarity, website usability, and website attractiveness on viewers’ impressions of organizations. Computers in Human Behavior, 24(6), 2992–3001.Brucks, M., Zeithaml, V. A., & Naylor, G. (2000). Price and brand name as indicators of quality dimensions. Journal of the Academy of Marketing Science, 28(3), 359–374. https://link.springer.com/content/pdf/10.1177%2F0092070300283005.pdfCamerer, C. F., & Kunreuther, H. (1989). Decision Processes for Low Probability Events: Policy Implications. Journal of Policy Analysis and Management, 8(4), 565.Cappiello, A. (2020). The Digital (R)evolution of Insurance Business Models. American Journal of Economics and Business Administration, 12(1), 1–13.Chang, S. H., Chih, W. H., Liou, D. K., & Yang, Y. T. (2016). The mediation of cognitive attitude for online shopping. Information Technology and People, 29(3), 618–646.Chauliac, M., Catrysse, L., Gijbels, D., & Donche, V. (2020). It is all in the surv-eye: Can eye tracking data shed light on the internal consistency in self-report questionnaires on cognitive processing strategies? Frontline Learning Research, 8(3), 26–39.Chen, Y. H., Hsu, I. C., & Lin, C. C. (2010). Website attributes that increase consumer purchase intention: A conjoint analysis. Journal of Business Research, 63(9–10), 1007–1014.Cheung, C. M. K., Xiao, B. S., & Liu, I. L. B. (2014). Do actions speak louder than voices? the signaling role of social information cues in influencing consumer purchase decisions. Decision Support Systems, 65(C), 50–58.Coe, N. B., Belbase, A., & Wu, A. Y. (2016). Overcoming Barriers to Life Insurance Coverage: A Behavioral Approach. Risk Management and Insurance Review, 19(2), 307–336.Cohen, A., & Siegelman, P. (2010). Testing for adverse selection in insurance markets. Journal of Risk and Insurance, 77(7), 39–84. https://doi.org/10.1111/j.1539-6975.2009.01337.xConnelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling theory: A review and assessment. Journal of Management, 37(1), 39–67.Cortinas, M., Cabeza, R., Chocarro, R., & Villanueva, A. (2019). Attention to online channels across the path to purchase: An eye-tracking study. Electronic Commerce Research and Applications, 36(September 2018), 100864.Eling, M., & Lehmann, M. (2018). The Impact of Digitalization on the Insurance Value Chain and the Insurability of Risks. Geneva Papers on Risk and Insurance: Issues and Practice, 43(3), 359–396.Felfernig, A., & Gula, B. (2006). An empirical study on consumer behavior in the interaction with knowledge-based recommender applications. CEC/EEE 2006 Joint Conferences, 2006.Fu, X., Zhang, B., Xie, Q., Xiao, L., & Che, Y. (2011). Impact of Quantity and Timeliness of EWOM Information on Consumer’s Online Purchase Intention under C2C Environment. Asian Journal of Business Research, 1(2), 37–52.Gedikli, F., Jannach, D., & Ge, M. (2014). How should i explain? A comparison of different explanation types for recommender systems. International Journal of Human Computer Studies, 72(4), 367–382.Gefen, & Straub. (2003). Managing User Trust in B2C e-Services. E-Service Journal, 2(2), 7.Glass, A., McGuinness, D. L., & Wolverton, M. (2008). Toward establishing trust in adaptive agents. International Conference on Intelligent User Interfaces, Proceedings IUI, 227–236.Hassanein, K., & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human Computer Studies, 65(8), 689–708.Huber, C., Gatzert, N., & Schmeiser, H. (2015). How does price presentation influence consumer choice? The case of life insurance products. Journal of Risk and Insurance, 82(2), 401–432.Huber, C., & Schlager, T. (2018). Testing the risk as feeling and risk as analysis perspective for insurance: The antecedents of purchasing unit-linked life insurance products. Journal of Financial Services Marketing, 23(1), 25–37.Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500–507.Kim, J., & Yoo, B. (2000). Toward the optimal link structure of the cyber shopping mall. International Journal of Human Computer Studies, 52(3), 531–551.Kok, E. M., & Jarodzka, H. (2017). Before your very eyes: The value and limitations of eye tracking in medical education. Medical Education, 51(1), 114–122.Komiak, S. Y. X., & Benbasat, I. (2006). The effects of personalization and familiarity on trust and adoption of recommendation agents. MIS Quarterly: Management Information Systems, 30(4), 941–960.Lee, H. S., Sun, P. C., Chen, T. S., & Jhu, Y. J. (2015). The effects of avatar on trust and purchase intention of female online consumer: Consumer knowledge as a moderator. International Journal of Electronic Commerce Studies, 6(1), 99–118.Liao, C., Lin, H. N., Luo, M. M., & Chea, S. (2017). Factors influencing online shoppers’ repurchase intentions: The roles of satisfaction and regret. Information and Management, 54(5), 651–668.Mao, J. Y., & Benbasat, I. (2000). The use of explanations in knowledge-based systems: Cognitive perspectives and a process-tracing analysis. Journal of Management Information Systems, 17(2), 153–179.Mavlanova, T., Benbunan-Fich, R., & Koufaris, M. (2012). Signaling theory and information asymmetry in online commerce. Information and Management, 49(5), 240–247.McAllister, D. J. (1995). Affect- and Cognition-Based Trust as Foundations for Interpersonal Cooperation in Organizations.pdf. Academy of Management, 38(1), 24–59.Menon, R. G. V., Sigurdsson, V., Larsen, N. M., Fagerstrøm, A., & Foxall, G. R. (2016). Consumer attention to price in social commerce: Eye tracking patterns in retail clothing. Journal of Business Research, 69(11), 5008–5013.Montero Perez, M., Peters, E., & Desmet, P. (2015). Enhancing Vocabulary Learning Through Captioned Video: An Eye-Tracking Study. Modern Language Journal, 99(2), 308–328.Mou, J., & Shin, D. (2018). Effects of social popularity and time scarcity on online consumer behaviour regarding smart healthcare products: An eye-tracking approach. Computers in Human Behavior, 78, 74–89.Nunes, I., & Jannach, D. (2017). A systematic review and taxonomy of explanations in decision support and recommender systems. User Modeling and User-Adapted Interaction, 27(3–5), 393–444.Paul J. H. Schoemaker and Howard C. Kunreuther. (1979). An Experimental Study of Insurance Decisions. The Journal of Risk and Insurance, 46(4), 603–618. https://doi.org/10.2307/252533Richter, A., Ruß, J., & Schelling, S. (2019). Insurance customer behavior: Lessons from behavioral economics. Risk Management and Insurance Review, 22(2), 183–205.Richter, A., Schiller, J., & Schlesinger, H. (2014). Behavioral insurance: Theory and experiments. Journal of Risk and Uncertainty, 48(2), 85–96.Slovic, P. (1987). Perception of risk. Science, 236(4799), 280–285.Slykhuis, D. A., Wiebe, E. N., & Annetta, L. A. (2005). Eye-tracking students’ attention to PowerPoint photographs in a science education setting. Journal of Science Education and Technology, 14(5–6), 509–520.Tan, W. K., Tan, C. H., & Teo, H. H. (2012). Consumer-based decision aid that explains which to buy: Decision confirmation or overconfidence bias? Decision Support Systems, 53(1), 127–141.Tennyson, S. (2011). Consumers’ Insurance Literacy: Evidence from Survey Data. Financial Services Review, 20(3), 165.Tintarev, N., & Masthoff, J. (2007). A survey of explanations in recommender systems. Proceedings - International Conference on Data Engineering, 801–810.Todd, P. A., & Grenci, R. T. (2002). Solutions-Driven Marketing. Communications of the Acm, 45(3), 64–71.Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185(4157), 1124–1131.Wang, Q., Ma, D., Chen, H., Ye, X., & Xu, Q. (2020). Effects of background complexity on consumer visual processing: An eye-tracking study. Journal of Business Research. https://www.sciencedirect.com/science/article/pii/S0148296319304357Wang, Q., Yang, S., Liu, M., Cao, Z., & Ma, Q. (2014). An eye-tracking study of website complexity from cognitive load perspective. Decision Support Systems, 62, 1–10.Wang, W., & Benbasat, I. (2007). Recommendation agents for electronic commerce: Effects of explanation facilities on trusting beliefs. In Journal of Management Information Systems (Vol. 23, Issue 4).Wang, W., Qiu, L., Kim, D., & Benbasat, I. (2016). Effects of rational and social appeals of online recommendation agents on cognition- and affect-based trust. Decision Support Systems, 86, 48–60.Wells, J. D., Valacich, J. S., & Hess, T. J. (2011). What signal are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS Quarterly: Management Information Systems, 35(2), 373–396.Yu, T. W., & Chen, T. J. (2018). Online travel insurance purchase intention : a transaction cost perspective. Journal of Travel and Tourism Marketing, 35(9), 1175–1186.Zhang, K. Z. K., Lee, M. K. O., Cheung, C. M. K., Shen, A. X. L., Jin, X. L., & Chen, H. (2010). Exploring the moderating effect of information inconsistency in a trust-based online shopping model. Proceedings of the Annual Hawaii International Conference on System Sciences, 1–9.Zhou, J., Syed Z. Arshad, Luo, S., & Chen, F. (2017). Effects of uncertainty and cognitive load on user trust in predictive decision making. Conference on Human Factors in Computing Systems - Proceedings, 23–39. 描述 碩士
國立政治大學
資訊管理學系
109356008資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109356008 資料類型 thesis dc.contributor.advisor 林怡伶 zh_TW dc.contributor.advisor Lin, Yi-Ling en_US dc.contributor.author (作者) 陳思涵 zh_TW dc.contributor.author (作者) Chen, Szu-Han en_US dc.creator (作者) 陳思涵 zh_TW dc.creator (作者) Chen, Szu-Han en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-八月-2022 17:20:57 (UTC+8) - dc.date.available 1-八月-2022 17:20:57 (UTC+8) - dc.date.issued (上傳時間) 1-八月-2022 17:20:57 (UTC+8) - dc.identifier (其他 識別碼) G0109356008 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141030 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 資訊管理學系 zh_TW dc.description (描述) 109356008 zh_TW dc.description.abstract (摘要) 保險數位化是保險產業近年來的趨勢，因為現今網際網路對消費者來說不可或缺。過去很多的研究都提及保險產品存在不確定性和風險的問題，而目前在線上投保的網站上提供給消費者的保險知識是不足的。因為缺乏有用的協助，消費者沒辦法在線上投保網站上順利的購買保險商品。很多研究確認提供適當的解釋機制 (explanation facility) 可以增加使用者的信任，進而對於消費者的決策有正向的影響。我們的研究應用兩種解釋機制在線上投保網站上，增加使用者的認知型信任 (cognitive trust) 和情感型信任 (affective trust)，最後增加使用者對線上投保網站的購買意圖。我們的研究方法採用眼動儀實驗 (eye-tracking experiment) ，可以更客觀地了解使用者在使用線上投保網站的視覺注意力轉換和資訊處理的過程。 zh_TW dc.description.abstract (摘要) Insurance digitalization is a trend in the insurance industry in recent years. However, previous studies have stated that insurance products are under uncertainty and risk and there is not enough insurance knowledge conveying to customers in the insurance websites. As a result, customers cannot smoothly purchase insurance products on insurance websites due to lacking some useful assistance. Some studies have confirmed that giving users appropriate explanation facilities can increase their trust and have a positive effect on decision-making. Our study applies two of four types of information conveyed in explanations to insurance websites to increase users’ cognitive-based trust, affect-based trust and have a positive effect on their decision-making by conducting an eye-tracking experiment. en_US dc.description.tableofcontents Abstract IIChapter 1 Introduction 9Chapter 2 Related works 122.1 Behavioral insurance 122.2 Signaling theory 162.3 Explanation facilities 172.3.1 Static features 212.3.2 Social Popularity 212.5 Trust 212.6 Eye-tracking technique 23Chapter 3 Research development and framework 253.1 Conceptual Model 253.2 Effect of explanation facilities on cognitive and affective trust 263.3 Relationship between cognitive and affective trust 273.4 Effect of cognitive trust and affective trust on purchase intention 27Chapter 4 Research design 29Chapter 5 Results 375.1 Eye-tracking visual attention data analysis 375.1.1 Heat map analysis 375.1.2 Transitions between AOIs 395.1.3 Effects of explanation type on eye attention 465.1.4 Effects of explanation type on eye attention (after normalization) 525.2 Analysis of self-report data 625.2.1 Onboarding survey results 625.2.2 Measurement characteristics 635.2.3 ANOVA results 645.2.4 Results of the structural model analysis 65Chapter 6 Discussion and Conclusion 666.1 Summary of findings 666.1.1 Findings of eye-tracking experiment 666.1.2 Findings of self-reported data 686.2 Theoretical contributions 696.3 Practical implications 706.4 Limitations and future research 71Appendix 73Reference 100 zh_TW dc.format.extent 5176832 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109356008 en_US dc.subject (關鍵詞) 解釋機制 zh_TW dc.subject (關鍵詞) 眼動儀 zh_TW dc.subject (關鍵詞) 保險數位化 zh_TW dc.subject (關鍵詞) 認知型信任 zh_TW dc.subject (關鍵詞) 情感型信任 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.subject (關鍵詞) Explanation facilities en_US dc.subject (關鍵詞) Eye-tracking en_US dc.subject (關鍵詞) Insurance digitalization en_US dc.subject (關鍵詞) Cognitive trust en_US dc.subject (關鍵詞) Affective trust en_US dc.subject (關鍵詞) Purchase intention en_US dc.title (題名) 保險數位化：以眼動儀探討線上投保解釋機制 zh_TW dc.title (題名) Insurance digitalization: An eye-tracking study on online insurance explanation facilities en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Arif, F. Z. El. (2020). Insurance Distribution in the Digital Age. IOSR Journal of Economics and Finance (IOSR-JEF).Banerji, J., Kundu, K., & Alam, P. A. (2020). Influence of behavioral biases on investment behavior. SCMS Journal of Indian Management, 17(1), 81–98.Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133–152.Bhatia, R., Bhat, A. K., & Tikoria, J. (2021). Life insurance purchase behaviour: A systematic review and directions for future research. International Journal of Consumer Studies, March, 1–27.Braddy, P. W., Meade, A. W., & Kroustalis, C. M. (2008). Online recruiting: The effects of organizational familiarity, website usability, and website attractiveness on viewers’ impressions of organizations. Computers in Human Behavior, 24(6), 2992–3001.Brucks, M., Zeithaml, V. A., & Naylor, G. (2000). Price and brand name as indicators of quality dimensions. Journal of the Academy of Marketing Science, 28(3), 359–374. https://link.springer.com/content/pdf/10.1177%2F0092070300283005.pdfCamerer, C. F., & Kunreuther, H. (1989). Decision Processes for Low Probability Events: Policy Implications. Journal of Policy Analysis and Management, 8(4), 565.Cappiello, A. (2020). The Digital (R)evolution of Insurance Business Models. American Journal of Economics and Business Administration, 12(1), 1–13.Chang, S. H., Chih, W. H., Liou, D. K., & Yang, Y. T. (2016). The mediation of cognitive attitude for online shopping. Information Technology and People, 29(3), 618–646.Chauliac, M., Catrysse, L., Gijbels, D., & Donche, V. (2020). It is all in the surv-eye: Can eye tracking data shed light on the internal consistency in self-report questionnaires on cognitive processing strategies? Frontline Learning Research, 8(3), 26–39.Chen, Y. H., Hsu, I. C., & Lin, C. C. (2010). Website attributes that increase consumer purchase intention: A conjoint analysis. Journal of Business Research, 63(9–10), 1007–1014.Cheung, C. M. K., Xiao, B. S., & Liu, I. L. B. (2014). Do actions speak louder than voices? the signaling role of social information cues in influencing consumer purchase decisions. Decision Support Systems, 65(C), 50–58.Coe, N. B., Belbase, A., & Wu, A. Y. (2016). Overcoming Barriers to Life Insurance Coverage: A Behavioral Approach. Risk Management and Insurance Review, 19(2), 307–336.Cohen, A., & Siegelman, P. (2010). Testing for adverse selection in insurance markets. Journal of Risk and Insurance, 77(7), 39–84. https://doi.org/10.1111/j.1539-6975.2009.01337.xConnelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling theory: A review and assessment. Journal of Management, 37(1), 39–67.Cortinas, M., Cabeza, R., Chocarro, R., & Villanueva, A. (2019). Attention to online channels across the path to purchase: An eye-tracking study. Electronic Commerce Research and Applications, 36(September 2018), 100864.Eling, M., & Lehmann, M. (2018). The Impact of Digitalization on the Insurance Value Chain and the Insurability of Risks. Geneva Papers on Risk and Insurance: Issues and Practice, 43(3), 359–396.Felfernig, A., & Gula, B. (2006). An empirical study on consumer behavior in the interaction with knowledge-based recommender applications. CEC/EEE 2006 Joint Conferences, 2006.Fu, X., Zhang, B., Xie, Q., Xiao, L., & Che, Y. (2011). Impact of Quantity and Timeliness of EWOM Information on Consumer’s Online Purchase Intention under C2C Environment. Asian Journal of Business Research, 1(2), 37–52.Gedikli, F., Jannach, D., & Ge, M. (2014). How should i explain? A comparison of different explanation types for recommender systems. International Journal of Human Computer Studies, 72(4), 367–382.Gefen, & Straub. (2003). Managing User Trust in B2C e-Services. E-Service Journal, 2(2), 7.Glass, A., McGuinness, D. L., & Wolverton, M. (2008). Toward establishing trust in adaptive agents. International Conference on Intelligent User Interfaces, Proceedings IUI, 227–236.Hassanein, K., & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human Computer Studies, 65(8), 689–708.Huber, C., Gatzert, N., & Schmeiser, H. (2015). How does price presentation influence consumer choice? The case of life insurance products. Journal of Risk and Insurance, 82(2), 401–432.Huber, C., & Schlager, T. (2018). Testing the risk as feeling and risk as analysis perspective for insurance: The antecedents of purchasing unit-linked life insurance products. Journal of Financial Services Marketing, 23(1), 25–37.Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500–507.Kim, J., & Yoo, B. (2000). Toward the optimal link structure of the cyber shopping mall. International Journal of Human Computer Studies, 52(3), 531–551.Kok, E. M., & Jarodzka, H. (2017). Before your very eyes: The value and limitations of eye tracking in medical education. Medical Education, 51(1), 114–122.Komiak, S. Y. X., & Benbasat, I. (2006). The effects of personalization and familiarity on trust and adoption of recommendation agents. MIS Quarterly: Management Information Systems, 30(4), 941–960.Lee, H. S., Sun, P. C., Chen, T. S., & Jhu, Y. J. (2015). The effects of avatar on trust and purchase intention of female online consumer: Consumer knowledge as a moderator. International Journal of Electronic Commerce Studies, 6(1), 99–118.Liao, C., Lin, H. N., Luo, M. M., & Chea, S. (2017). Factors influencing online shoppers’ repurchase intentions: The roles of satisfaction and regret. Information and Management, 54(5), 651–668.Mao, J. Y., & Benbasat, I. (2000). The use of explanations in knowledge-based systems: Cognitive perspectives and a process-tracing analysis. Journal of Management Information Systems, 17(2), 153–179.Mavlanova, T., Benbunan-Fich, R., & Koufaris, M. (2012). Signaling theory and information asymmetry in online commerce. Information and Management, 49(5), 240–247.McAllister, D. J. (1995). Affect- and Cognition-Based Trust as Foundations for Interpersonal Cooperation in Organizations.pdf. Academy of Management, 38(1), 24–59.Menon, R. G. V., Sigurdsson, V., Larsen, N. M., Fagerstrøm, A., & Foxall, G. R. (2016). Consumer attention to price in social commerce: Eye tracking patterns in retail clothing. Journal of Business Research, 69(11), 5008–5013.Montero Perez, M., Peters, E., & Desmet, P. (2015). Enhancing Vocabulary Learning Through Captioned Video: An Eye-Tracking Study. Modern Language Journal, 99(2), 308–328.Mou, J., & Shin, D. (2018). Effects of social popularity and time scarcity on online consumer behaviour regarding smart healthcare products: An eye-tracking approach. Computers in Human Behavior, 78, 74–89.Nunes, I., & Jannach, D. (2017). A systematic review and taxonomy of explanations in decision support and recommender systems. User Modeling and User-Adapted Interaction, 27(3–5), 393–444.Paul J. H. Schoemaker and Howard C. Kunreuther. (1979). An Experimental Study of Insurance Decisions. The Journal of Risk and Insurance, 46(4), 603–618. https://doi.org/10.2307/252533Richter, A., Ruß, J., & Schelling, S. (2019). Insurance customer behavior: Lessons from behavioral economics. Risk Management and Insurance Review, 22(2), 183–205.Richter, A., Schiller, J., & Schlesinger, H. (2014). Behavioral insurance: Theory and experiments. Journal of Risk and Uncertainty, 48(2), 85–96.Slovic, P. (1987). Perception of risk. Science, 236(4799), 280–285.Slykhuis, D. A., Wiebe, E. N., & Annetta, L. A. (2005). Eye-tracking students’ attention to PowerPoint photographs in a science education setting. Journal of Science Education and Technology, 14(5–6), 509–520.Tan, W. K., Tan, C. H., & Teo, H. H. (2012). Consumer-based decision aid that explains which to buy: Decision confirmation or overconfidence bias? Decision Support Systems, 53(1), 127–141.Tennyson, S. (2011). Consumers’ Insurance Literacy: Evidence from Survey Data. Financial Services Review, 20(3), 165.Tintarev, N., & Masthoff, J. (2007). A survey of explanations in recommender systems. Proceedings - International Conference on Data Engineering, 801–810.Todd, P. A., & Grenci, R. T. (2002). Solutions-Driven Marketing. Communications of the Acm, 45(3), 64–71.Tversky, A., & Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, 185(4157), 1124–1131.Wang, Q., Ma, D., Chen, H., Ye, X., & Xu, Q. (2020). Effects of background complexity on consumer visual processing: An eye-tracking study. Journal of Business Research. https://www.sciencedirect.com/science/article/pii/S0148296319304357Wang, Q., Yang, S., Liu, M., Cao, Z., & Ma, Q. (2014). An eye-tracking study of website complexity from cognitive load perspective. Decision Support Systems, 62, 1–10.Wang, W., & Benbasat, I. (2007). Recommendation agents for electronic commerce: Effects of explanation facilities on trusting beliefs. In Journal of Management Information Systems (Vol. 23, Issue 4).Wang, W., Qiu, L., Kim, D., & Benbasat, I. (2016). Effects of rational and social appeals of online recommendation agents on cognition- and affect-based trust. Decision Support Systems, 86, 48–60.Wells, J. D., Valacich, J. S., & Hess, T. J. (2011). What signal are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS Quarterly: Management Information Systems, 35(2), 373–396.Yu, T. W., & Chen, T. J. (2018). Online travel insurance purchase intention : a transaction cost perspective. Journal of Travel and Tourism Marketing, 35(9), 1175–1186.Zhang, K. Z. K., Lee, M. K. O., Cheung, C. M. K., Shen, A. X. L., Jin, X. L., & Chen, H. (2010). Exploring the moderating effect of information inconsistency in a trust-based online shopping model. Proceedings of the Annual Hawaii International Conference on System Sciences, 1–9.Zhou, J., Syed Z. Arshad, Luo, S., & Chen, F. (2017). Effects of uncertainty and cognitive load on user trust in predictive decision making. Conference on Human Factors in Computing Systems - Proceedings, 23–39. Arif, F. Z. El. (2020). Insurance Distribution in the Digital Age. IOSR Journal of Economics and Finance (IOSR-JEF).Banerji, J., Kundu, K., & Alam, P. A. (2020). Influence of behavioral biases on investment behavior. SCMS Journal of Indian Management, 17(1), 81–98.Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133–152.Bhatia, R., Bhat, A. K., & Tikoria, J. (2021). Life insurance purchase behaviour: A systematic review and directions for future research. International Journal of Consumer Studies, March, 1–27.Braddy, P. W., Meade, A. W., & Kroustalis, C. M. (2008). Online recruiting: The effects of organizational familiarity, website usability, and website attractiveness on viewers’ impressions of organizations. Computers in Human Behavior, 24(6), 2992–3001.Brucks, M., Zeithaml, V. A., & Naylor, G. (2000). Price and brand name as indicators of quality dimensions. Journal of the Academy of Marketing Science, 28(3), 359–374. https://link.springer.com/content/pdf/10.1177%2F0092070300283005.pdfCamerer, C. F., & Kunreuther, H. (1989). Decision Processes for Low Probability Events: Policy Implications. Journal of Policy Analysis and Management, 8(4), 565.Cappiello, A. (2020). The Digital (R)evolution of Insurance Business Models. American Journal of Economics and Business Administration, 12(1), 1–13.Chang, S. H., Chih, W. H., Liou, D. K., & Yang, Y. T. (2016). The mediation of cognitive attitude for online shopping. Information Technology and People, 29(3), 618–646.Chauliac, M., Catrysse, L., Gijbels, D., & Donche, V. (2020). It is all in the surv-eye: Can eye tracking data shed light on the internal consistency in self-report questionnaires on cognitive processing strategies? Frontline Learning Research, 8(3), 26–39.Chen, Y. H., Hsu, I. C., & Lin, C. C. (2010). Website attributes that increase consumer purchase intention: A conjoint analysis. Journal of Business Research, 63(9–10), 1007–1014.Cheung, C. M. K., Xiao, B. S., & Liu, I. L. B. (2014). Do actions speak louder than voices? the signaling role of social information cues in influencing consumer purchase decisions. Decision Support Systems, 65(C), 50–58.Coe, N. B., Belbase, A., & Wu, A. Y. (2016). Overcoming Barriers to Life Insurance Coverage: A Behavioral Approach. Risk Management and Insurance Review, 19(2), 307–336.Cohen, A., & Siegelman, P. (2010). Testing for adverse selection in insurance markets. Journal of Risk and Insurance, 77(7), 39–84. https://doi.org/10.1111/j.1539-6975.2009.01337.xConnelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2011). Signaling theory: A review and assessment. Journal of Management, 37(1), 39–67.Cortinas, M., Cabeza, R., Chocarro, R., & Villanueva, A. (2019). Attention to online channels across the path to purchase: An eye-tracking study. Electronic Commerce Research and Applications, 36(September 2018), 100864.Eling, M., & Lehmann, M. (2018). The Impact of Digitalization on the Insurance Value Chain and the Insurability of Risks. Geneva Papers on Risk and Insurance: Issues and Practice, 43(3), 359–396.Felfernig, A., & Gula, B. (2006). An empirical study on consumer behavior in the interaction with knowledge-based recommender applications. CEC/EEE 2006 Joint Conferences, 2006.Fu, X., Zhang, B., Xie, Q., Xiao, L., & Che, Y. (2011). Impact of Quantity and Timeliness of EWOM Information on Consumer’s Online Purchase Intention under C2C Environment. Asian Journal of Business Research, 1(2), 37–52.Gedikli, F., Jannach, D., & Ge, M. (2014). How should i explain? A comparison of different explanation types for recommender systems. International Journal of Human Computer Studies, 72(4), 367–382.Gefen, & Straub. (2003). Managing User Trust in B2C e-Services. E-Service Journal, 2(2), 7.Glass, A., McGuinness, D. L., & Wolverton, M. (2008). Toward establishing trust in adaptive agents. International Conference on Intelligent User Interfaces, Proceedings IUI, 227–236.Hassanein, K., & Head, M. (2007). Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. International Journal of Human Computer Studies, 65(8), 689–708.Huber, C., Gatzert, N., & Schmeiser, H. (2015). How does price presentation influence consumer choice? The case of life insurance products. Journal of Risk and Insurance, 82(2), 401–432.Huber, C., & Schlager, T. (2018). Testing the risk as feeling and risk as analysis perspective for insurance: The antecedents of purchasing unit-linked life insurance products. Journal of Financial Services Marketing, 23(1), 25–37.Johnson, D., & Grayson, K. (2005). Cognitive and affective trust in service relationships. Journal of Business Research, 58(4), 500–507.Kim, J., & Yoo, B. (2000). Toward the optimal link structure of the cyber shopping mall. International Journal of Human Computer Studies, 52(3), 531–551.Kok, E. M., & Jarodzka, H. (2017). Before your very eyes: The value and limitations of eye tracking in medical education. Medical Education, 51(1), 114–122.Komiak, S. Y. X., & Benbasat, I. (2006). 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Science, 185(4157), 1124–1131.Wang, Q., Ma, D., Chen, H., Ye, X., & Xu, Q. (2020). Effects of background complexity on consumer visual processing: An eye-tracking study. Journal of Business Research. https://www.sciencedirect.com/science/article/pii/S0148296319304357Wang, Q., Yang, S., Liu, M., Cao, Z., & Ma, Q. (2014). An eye-tracking study of website complexity from cognitive load perspective. Decision Support Systems, 62, 1–10.Wang, W., & Benbasat, I. (2007). Recommendation agents for electronic commerce: Effects of explanation facilities on trusting beliefs. In Journal of Management Information Systems (Vol. 23, Issue 4).Wang, W., Qiu, L., Kim, D., & Benbasat, I. (2016). Effects of rational and social appeals of online recommendation agents on cognition- and affect-based trust. Decision Support Systems, 86, 48–60.Wells, J. D., Valacich, J. S., & Hess, T. J. (2011). What signal are you sending? How website quality influences perceptions of product quality and purchase intentions. MIS Quarterly: Management Information Systems, 35(2), 373–396.Yu, T. W., & Chen, T. J. (2018). Online travel insurance purchase intention : a transaction cost perspective. Journal of Travel and Tourism Marketing, 35(9), 1175–1186.Zhang, K. Z. K., Lee, M. K. O., Cheung, C. M. K., Shen, A. X. L., Jin, X. L., & Chen, H. (2010). Exploring the moderating effect of information inconsistency in a trust-based online shopping model. Proceedings of the Annual Hawaii International Conference on System Sciences, 1–9.Zhou, J., Syed Z. Arshad, Luo, S., & Chen, F. (2017). Effects of uncertainty and cognitive load on user trust in predictive decision making. Conference on Human Factors in Computing Systems - Proceedings, 23–39. zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202201026 en_US
