網際網路蓬勃發展，促使人們的生活型態改變，購物方式也從線下轉為線上購物，投保保險也不例外，近幾年網路投保保險雖逐漸興起，但跟網路購物相較之下，網路投保保險的發展卻不像想像中來的順利。
本研究以消費者的知覺利益、知覺成本、知覺風險與五大人格特質為前因，使用網路購買人身保險意願為後果，來探討消費者對使用網路購買人身保險的影響。本研究透過網路進行問卷調查，有效樣本數為402份，本研究迴歸分析結果得出，消費者的知覺利益對於使用網路購買人身保險的意願為正向顯著的影響，消費者的知覺成本與知覺風險對於使用網路購買人身保險的意願為負向顯著的影響，開放性人格特質的消費者對於使用網路購買人身保險的意願為正向顯著的影響，親和性人格特質的消費者對於使用網路購買人身保險的意願為負向顯著的影響。最後本研究將結果進行討論並提供未來保險業者制定網路投保行銷策略的參考。

The prosperous development of the Internet has led to changes in people's lifestyles, and the way of shopping has changed from offline to online . Insurance is no exception. In recent years, online insurance has gradually emerged. Compared with online shopping, the development of online purchasing insurance is not as smooth as expected.This study will use consumers' perceived benefits, perceived sacrifice , perceived risks, and big five personality traits as the antecedents, and their willingness to purchase life insurance online as the consequence, to explore the impact of consumers on online purchases of life insurance. This research conducted a questionnaire survey through the Internet, and the number of valid samples was 402. The regression analysis results of this research showed that consumers’ perceived benefits have a positive and significant impact on their willingness to use the Internet to purchase life insurance. Consumers’ perceived sacrifice and perceived risk has a negative and significant impact on the willingness to use the Internet to buy life insurance. Consumers with openness to experience have a positive and significant impact on the willingness to use the Internet to buy life insurance. Consumers with agreeableness have a negative and significant impact on their willingness to use the Internet to purchase personal insurance. Finally, this study will discuss the results and provide a reference for future insurers to formulate online insurance marketing strategies.

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