臺灣與韓國消費者使用保險科技服務意願之探究

Abstract

隨著網際網路普及，帶動保險業進行數位轉型，保險科技應運而生。消費者是否有意願使用保險科技和影響其使用之因素為何均是重要議題。本研究針對台灣與韓國消費者進行問卷調查，檢視並比較分析台灣和韓國消費者對於保險科技服務的使用意願及影響其使用意願的因素為何。問卷調查結果顯示，台灣和韓國使用網路購買保險的比例均高達78~79%，但在使用網路申請保險理賠部分，韓國的比例遠高於台灣。在影響消費者使用保險科技服務意願的因素方面，使用網路購買保險的重要影響因素包括資訊安全、系統穩定性、政府對消費者權益保護、完整產品資訊提供以及售後服務品質，其中台灣消費者對資訊安全及政府監管信任的重視程度顯著高於韓國消費者。使用網路查詢保單方面，網路系統穩定性、資訊安全、使用行動電話處理事務的習慣以及網路銀行使用習慣為主要影響因素，台灣消費者在系統穩定性和資訊安全的重視程度均高於韓國消費者。使用網路申請理賠的關鍵因素則包括完整理賠資訊提供、線上理賠平台便利性、系統穩定性、理賠處理速度、資訊安全以及政府對保戶權益保護，台灣消費者對政府權益保護和理賠資訊透明度的要求明顯高於韓國消費者。總而言之，台灣消費者更重視信任基礎因素，如：資訊安全、系統穩定性和政府監管；而韓國消費者則較注重實用性因素，如：服務便利性和使用者體驗。With the widespread adoption of the internet, the insurance industry has been driven to undergo digital transformation, giving rise to InsurTech. Whether consumers are willing to use InsurTech and the factors influencing their usage are both important issues. This study conducted a survey of consumers in Taiwan and South Korea to examine and analyze their willingness to use InsurTech services and the factors influencing this willingness.The survey results show that the proportion of people purchasing insurance online in both Taiwan and South Korea is as high as 78–79%. However, when it comes to filing insurance claims online, the proportion in South Korea is significantly higher than in Taiwan. In terms of factors affecting consumers’ willingness to use InsurTech services, the key influences on purchasing insurance online include information security, system stability, government protection of consumer rights, provision of comprehensive product information, and the quality of after-sales service. Among these, Taiwanese consumers place significantly greater importance on information security and trust in government regulation compared to those in South Korea.Regarding online policy inquiries, the major influencing factors are system stability, information security, the habit of handling affairs via mobile phone, and the use of Internet banking. Taiwanese consumers again show higher concern for system stability and information security than their South Korean counterparts. When filing claims online, key factors include the provision of comprehensive claim information, the convenience of online claim platforms, system stability, claim processing speed, information security, and government protection of policyholders’ rights. Taiwanese consumers have noticeably higher expectations for government protection and transparency of claim information than South Korean consumers. To summarize, this study reveals that Taiwanese consumers prioritize trust-based factors, including information security, system stability, and government regulation. In contrast, South Korean consumers are more focused on practical aspects, such as convenience of service and user experience.