隨著全球新冠肺炎的流行性傳染，因新冠肺炎的發生，讓台灣身為防疫極好的國 家，讓保險業者看見商機，此時健康保險商品衍生「防疫保單」。自從台灣境外新冠 肺炎確診人口的移入，這過程當中讓全台灣出現新冠肺炎的傳染接觸，使台灣人民對 於確診的流行，紛紛投保各式各樣的防疫保單。因新冠肺炎有如流行性感冒快速擴散 至全台各地，各家保險公司發布防疫保單停售的公文，在停售的尾聲湧入百萬人口的 投保，保費收入達 45.5 億元。截至 2022 年 12 月防疫保單理賠金額將近 1700 億元。 漸漸地，台灣多數民眾已領取高額的理賠金，而當時購買防疫保單的金額才數百元至 千元不等，一次理賠金至少五至十萬的情況下，此事件也促使廣大民眾對於保險的認 知提升，進而更有意願購買健康保險，強化生活風險的承擔。
本研究以 Ajzen (1991)所提出的「計畫行為理論」針對健康保險意願進行探討， 並加入防疫保單重要性為調節變項，研究消費者在經歷防疫保單事件之後，是否會對 「健康保險購買意願」產生影響。
本研究問卷以網路問卷進行發放，共回收 405 份有效問卷，其驗證結果顯示「主 觀規範」對於「健康保險購買意願」有正向顯著的影響，「態度」對於「健康保險購 買意願」有正向顯著的影響，「知覺行為控制」對於「健康保險購買意願」有正向顯 著的影響。而「防疫保單重要性」對於「主觀規範」與「健康保險購買意願」間、「態 度」與「健康保險購買意願」間、「知覺行為控制」與「健康保險購買意願」間，皆 有調節效果。本研究並以此結果提出對保險公司能夠長期經營之建議。

Amidst the global COVID-19 pandemic, Taiwan, known for its excellent epidemic control, became a hotspot for insurance industry opportunities as a result of the outbreak. The emergence of COVID-19 led to the creation of "Epidemic Prevention Insurance," capitalizing on the country's robust public health measures. As cases of COVID-19 were imported into Taiwan, the virus spread rapidly, prompting the populace to seek various types of Epidemic Prevention Insurance coverage. As the virus spread throughout Taiwan, numerous insurance companies issued statements announcing the suspension of Epidemic Prevention Insurance policies. However, this move triggered a surge in policy applications, with premiums totaling 4.55 billion NTD. By December 2022, claims related to Epidemic Prevention Insurance had nearly reached 170 billion NTD. Consequently, a significant portion of Taiwan's population received substantial claim payouts, far exceeding the modest premiums initially paid, fostering greater public awareness of insurance and incentivizing interest in purchasing health insurance to better manage life risks.
This study employs Ajzen's (1991) "Theory of Planned Behavior" to investigate willingness to purchase health insurance, incorporating the Perceived Importance of the Pandemic Insurance of Consumers as a moderating variable.
The research explores whether consumers' experiences with Epidemic Prevention Insurance influence their willingness to purchase health insurance. Conducted through an online survey, the study gathered 405 valid responses. The validation results reveal that "subjective norm" has a significantly positive impact on "willingness to purchase health insurance," "attitude" positively influences "willingness to purchase health insurance," and "perceived behavioral control" has a positive effect on "willingness to purchase health insurance." Moreover, the " Perceived Importance of the Pandemic Insurance of Consumers " moderates the relationships between "subjective norm" and "willingness to purchase health insurance," "attitude" and "willingness to purchase health insurance," as well as "perceived behavioral control" and "willingness to purchase health insurance." Based on these findings, the study offers recommendations for insurance companies to foster sustainable long-term operations.

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