網路聲量與網路口碑對保險公司品牌形象與購買意願之研究

Abstract

本研究旨在探討網路口碑對保險公司品牌形象與購買意願的影響，並進一步分析品牌形象在此關係中的中介作用。研究期間涵蓋2021年12月12日至2022年12月11日，適逢台灣「防疫險之亂」，為觀察網路口碑對保險產業影響提供了獨特的研究契機。研究採用兩種方法進行分析。首先，利用KEYPO大數據關鍵引擎蒐集並解析網路聲量，涵蓋聲量趨勢、情緒分析、來源分析以及關鍵意見領袖分析，旨在全面掌握與防疫險相關的網路輿情動態。其次，透過問卷調查法收集240份有效樣本，問卷涵蓋三個主要構面：網路口碑、品牌形象及購買意願，並採用信度分析、因素分析、相關分析與迴歸分析等統計方法驗證研究假設。研究結果顯示：第一，網路口碑與品牌形象及購買意願皆呈現顯著正相關，說明正向網路口碑有助於提升品牌形象與購買意願。第二，迴歸分析結果指出，網路口碑對購買意願具有顯著的正向直接影響；此外，品牌形象在此關係中扮演部分中介角色，即正向網路口碑不僅能直接提高購買意願，還能透過提升品牌形象間接影響購買意願。最後，中介分析結果也支持此中介效果。 本研究並根據不同人口統計變項分析網路口碑的影響差異。研究結論指出，網路口碑對保險公司品牌形象與購買意願有顯著影響，而品牌形象扮演中介角色。研究建議保險公司應積極管理網路口碑，提升品牌形象，並針對不同族群發展差異化行銷策略，才能有效提升消費者購買意願，降低負面網路口碑的衝擊。 本研究的限制包含樣本地域及時間的限制，未來研究可擴大樣本規模與研究時間範圍，並考慮加入其他變項，以提升研究的完整性和普遍性。

This study investigates the impact of online word-of-mouth (eWOM) on insurance company brand image and purchase intention, further analyzing the mediating role of brand image in this relationship. The study period, spanning from December 12, 2021, to December 11, 2022, coincided with the"Pandemic Insurance Chaos" in Taiwan, providing a unique opportunity to observe the influence of eWOM on the insurance industry. Employing a mixed-methods approach, the study first utilized the KEYPO big data analytics engine to collect and analyze online data, encompassing volume trends, sentiment analysis, source identification, and key opinion leader analysis, to understand online sentiment surrounding pandemic insurance. Subsequently, a survey was conducted, yielding 240 valid responses.The questionnaire measured three constructs: online word-of-mouth, brand image, and purchase intention. Reliability analysis, factor analysis, correlation analysis, and regression analysis were employed to test the hypotheses.The results revealed: first, significant positive correlations existed between eWOM and both brand image and purchase intention, indicating that positive eWOM contributes to enhanced brand image and purchase intention. Second, regression analysis demonstrated a significant positive direct effect of eWOM on purchase intention, yet brand image played a partial mediating role, suggesting that positive eWOM enhances brand image, which in turn boosts purchase intention. Finally, mediation analysis supported this mediating effect. The study further examined the differential impact of eWOM across various demographic variables.The study concludes that eWOM significantly influences insurance company brand image and purchase intention, with brand image acting as a mediator. It is recommended that insurance companies proactively manage online reputation, enhance brand image, and develop differentiated marketing strategies for diverse consumer segments to effectively increase purchase intention and mitigate the negative impact of adverse eWOM. Limitations of this study include the geographical and temporal scope of the sample. Future research could expand the sample size, extend the study period, and incorporate additional variables to enhance the study's comprehensiveness and generalizability.