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題名 社會資本與消費者賦權對網路購買保險的影響
The influence of social capital and consumer empowerment on online insurance purchase intention作者 黃樂萍
Huang, Le-Ping貢獻者 林怡伶<br>彭金隆
Lin, Yi-Ling<br>Peng, Jin-Lung
黃樂萍
Huang, Le-Ping關鍵詞 社會資本
消費者賦權
眼動儀
數位化
購買意願
Social capital
Consumer empowerment
Eye-tracking
Digitalization
Purchase intention日期 2024 上傳時間 4-九月-2024 14:03:19 (UTC+8) 摘要 此研究探討社會資本和消費者賦權於網路購買保險的影響。保險作為一種複雜的金融工具，需要消費者具備一定程度的保險知識才能加以理解，因此我們探討如何運用社會資本幫助消費者彌補保險知識的不足。此研究強調數位化環境中相似的重要性及其對消費者行為的影響，包括消費者的感知自我能力和感知可控性以及其對消費者購買意願的影響。通過理論模型和實證分析，我們希望能提供在網路購買保險情境下消費者行為的洞察，並為保險公司提升線上客戶參與度及提供寶貴建議。
This study investigates the influence of social capital and consumer empowerment within the context of online insurance purchasing. Insurance, as a complex financial instrument, requires significant consumer knowledge for understanding. We explore how social capital can help consumers mitigate the knowledge gap in insurance. The research underscores the importance of perceived similarity in digital settings and its impact on consumer behavior. We examine consumer empowerment, characterized by perceived self-efficacy and perceived controllability, and its effect on purchase intentions. By integrating theoretical models and empirical research, we aim to provide insights into factors affecting consumer behavior in the digital insurance market and offer valuable guidance for insurance companies in enhancing online customer engagement and experience.參考文獻 Ali Raza, S., Ahmed, R., Ali, M., Asif Qureshi, M., & Ali Jinnah University, M. (2020). 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International Journal of Bank Marketing, 34(3), 388–410. https://doi.org/10.1108/IJBM-11-2014-0160 Buehler, P., & Maas, P. (2018). Consumer empowerment in insurance: Effects on performance risk perceptions in decision making. International Journal of Bank Marketing, 36(6), 1073–1097. https://doi.org/10.1108/IJBM-12-2016-0182 Byrne, D. (1961). Interpersonal attraction and attitude similarity. The Journal of Abnormal and Social Psychology, 62(3), 713–715. https://doi.org/10.1037/h0044721 Cao, S., Lyu, H., & Xu, X. (2020). InsurTech development: Evidence from Chinese media reports. Technological Forecasting and Social Change, 161, 120277. https://doi.org/10.1016/j.techfore.2020.120277 Case, A., & Paxson, C. (2005). Sex differences in morbidity and mortality. Demography, 42(2), 189–214. Charness, G., Gneezy, U., & Kuhn, M. A. (2012). Experimental methods: Between-subject and within-subject design. Journal of Economic Behavior & Organization, 81(1), 1–8. https://doi.org/https://doi.org/10.1016/j.jebo.2011.08.009 Chow, W. S., & Chan, L. S. (2008). Social network, social trust and shared goals in organizational knowledge sharing. Information & Management, 45(7), 458–465. https://doi.org/10.1016/j.im.2008.06.007 Chowdhry, N., & Dholakia, U. M. (2020). Know thyself financially: How financial self‐awareness can benefit consumers and financial advisors. Financial Planning Review, 3(1). https://doi.org/10.1002/cfp2.1069 Conger, J. A., & Kanungo, R. N. (1988). The empowerment process: Integrating theory and practice. The Academy of Management Review, 13(3), 471–482. https://doi.org/10.2307/258093 Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68–81. https://doi.org/10.2307/1251817 Deighton, J., & Kornfeld, L. (2009). 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Using physiological measures to evaluate user experience of mobile applications. In D. Harris (Ed.), Engineering Psychology and Cognitive Ergonomics (pp. 301–310). Springer International Publishing. 描述 碩士
國立政治大學
資訊管理學系
111356009資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111356009 資料類型 thesis dc.contributor.advisor 林怡伶<br>彭金隆 zh_TW dc.contributor.advisor Lin, Yi-Ling<br>Peng, Jin-Lung en_US dc.contributor.author (作者) 黃樂萍 zh_TW dc.contributor.author (作者) Huang, Le-Ping en_US dc.creator (作者) 黃樂萍 zh_TW dc.creator (作者) Huang, Le-Ping en_US dc.date (日期) 2024 en_US dc.date.accessioned 4-九月-2024 14:03:19 (UTC+8) - dc.date.available 4-九月-2024 14:03:19 (UTC+8) - dc.date.issued (上傳時間) 4-九月-2024 14:03:19 (UTC+8) - dc.identifier (其他 識別碼) G0111356009 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/153148 - 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) 111356009 zh_TW dc.description.abstract (摘要) 此研究探討社會資本和消費者賦權於網路購買保險的影響。保險作為一種複雜的金融工具，需要消費者具備一定程度的保險知識才能加以理解，因此我們探討如何運用社會資本幫助消費者彌補保險知識的不足。此研究強調數位化環境中相似的重要性及其對消費者行為的影響，包括消費者的感知自我能力和感知可控性以及其對消費者購買意願的影響。通過理論模型和實證分析，我們希望能提供在網路購買保險情境下消費者行為的洞察，並為保險公司提升線上客戶參與度及提供寶貴建議。 zh_TW dc.description.abstract (摘要) This study investigates the influence of social capital and consumer empowerment within the context of online insurance purchasing. Insurance, as a complex financial instrument, requires significant consumer knowledge for understanding. We explore how social capital can help consumers mitigate the knowledge gap in insurance. The research underscores the importance of perceived similarity in digital settings and its impact on consumer behavior. We examine consumer empowerment, characterized by perceived self-efficacy and perceived controllability, and its effect on purchase intentions. By integrating theoretical models and empirical research, we aim to provide insights into factors affecting consumer behavior in the digital insurance market and offer valuable guidance for insurance companies in enhancing online customer engagement and experience. en_US dc.description.tableofcontents Chapter 1 Introduction 7 Chapter 2 Theoretical development 10 2.1 Digitalization 10 2.2 Social capital theory 10 2.2.1 Similarity 11 2.3 Awareness 13 2.4 Self-efficacy theory 13 2.4.1 Perceived self-efficacy 14 2.4.2 Perceived controllability 14 Chapter 3 Research model and hypothesis 16 Chapter 4 Research methodology 22 4.1 Experimental tasks and measurement 22 4.1.1 Experiment design 22 4.1.2 Experiment methodology 23 4.1.3 Experiment process 24 4.1.4 Experiment tasks 24 4.1.5 Experiment measurement 25 4.2 Data collection 25 Chapter 5 Data analysis and results 27 5.1 Similarity-based interface design 27 5.1.1 Qualitative survey study 27 5.1.2 Online questionnaire 27 5.1.3 Walk-throughs 31 5.1.4 Conclusion of design principles 32 5.2 Eye-tracking experiment analysis 36 5.2.1 Completion time analysis 36 5.2.2 Task completion rates analysis 39 5.2.3 Heat map analysis for home page 42 5.2.4 Gaze plot and heat map analysis for insurance product page 45 5.2.5 Area of interest (AOI) analysis for product introduction page 49 5.2.6 Heat map and gaze plot analysis for product introduction page 56 5.3 Self-report 59 5.3.1 Data reliability and validity 60 5.3.2 Data analysis 61 Chapter 6 Discussion and Conclusion 67 6.1 Findings of eye-tracking experiment 67 6.2 Theoretical contributions 68 6.3 Practical implications 68 6.4 Limitations and future research 69 Reference 71 Appendix 77 zh_TW dc.format.extent 13733493 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111356009 en_US dc.subject (關鍵詞) 社會資本 zh_TW dc.subject (關鍵詞) 消費者賦權 zh_TW dc.subject (關鍵詞) 眼動儀 zh_TW dc.subject (關鍵詞) 數位化 zh_TW dc.subject (關鍵詞) 購買意願 zh_TW dc.subject (關鍵詞) Social capital en_US dc.subject (關鍵詞) Consumer empowerment en_US dc.subject (關鍵詞) Eye-tracking en_US dc.subject (關鍵詞) Digitalization en_US dc.subject (關鍵詞) Purchase intention en_US dc.title (題名) 社會資本與消費者賦權對網路購買保險的影響 zh_TW dc.title (題名) The influence of social capital and consumer empowerment on online insurance purchase intention en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Ali Raza, S., Ahmed, R., Ali, M., Asif Qureshi, M., & Ali Jinnah University, M. (2020). Influential factors of Islamic insurance adoption: An extension of theory of planned behavior. Journal of Islamic Marketing, 11(6), 1497–1515. https://doi.org/10.1108/JIMA-03-2019-0047 Antheunis, M. L., Valkenburg, P. M., & Peter, J. (2010). Getting acquainted through social network sites: Testing a model of online uncertainty reduction and social attraction. Computers in Human Behavior, 26(1), 100–109. https://doi.org/10.1016/j.chb.2009.07.005 Bandura, A. (1988). Organisational applications of social cognitive theory. Australian Journal of Management, 13(2), 275–302. https://doi.org/10.1177/031289628801300210 Bateman, H., Gerrans, P., Thorp, S., & Zeng, Y. (2023). Explaining consumers’ progress through life insurance decision states: The role of personal values and consumer characteristics. Journal of Consumer Affairs, 57(3), 1151–1182. https://doi.org/10.1111/joca.12524 Bhat, S. A., & Darzi, M. A. (2016). Customer relationship management. International Journal of Bank Marketing, 34(3), 388–410. https://doi.org/10.1108/IJBM-11-2014-0160 Buehler, P., & Maas, P. (2018). Consumer empowerment in insurance: Effects on performance risk perceptions in decision making. International Journal of Bank Marketing, 36(6), 1073–1097. https://doi.org/10.1108/IJBM-12-2016-0182 Byrne, D. (1961). Interpersonal attraction and attitude similarity. The Journal of Abnormal and Social Psychology, 62(3), 713–715. https://doi.org/10.1037/h0044721 Cao, S., Lyu, H., & Xu, X. (2020). InsurTech development: Evidence from Chinese media reports. Technological Forecasting and Social Change, 161, 120277. https://doi.org/10.1016/j.techfore.2020.120277 Case, A., & Paxson, C. (2005). Sex differences in morbidity and mortality. Demography, 42(2), 189–214. Charness, G., Gneezy, U., & Kuhn, M. A. (2012). Experimental methods: Between-subject and within-subject design. Journal of Economic Behavior & Organization, 81(1), 1–8. https://doi.org/https://doi.org/10.1016/j.jebo.2011.08.009 Chow, W. S., & Chan, L. S. (2008). Social network, social trust and shared goals in organizational knowledge sharing. Information & Management, 45(7), 458–465. https://doi.org/10.1016/j.im.2008.06.007 Chowdhry, N., & Dholakia, U. M. (2020). Know thyself financially: How financial self‐awareness can benefit consumers and financial advisors. Financial Planning Review, 3(1). https://doi.org/10.1002/cfp2.1069 Conger, J. A., & Kanungo, R. N. (1988). The empowerment process: Integrating theory and practice. The Academy of Management Review, 13(3), 471–482. https://doi.org/10.2307/258093 Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68–81. https://doi.org/10.2307/1251817 Deighton, J., & Kornfeld, L. (2009). 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