近年來，隨著電子商務發展，台灣民眾的消費型態逐漸改變，消費者開始重視購物的即時性與便利性，透過網路完成瀏覽、比較與購買產品，網路購物對消費者的重要性日益增加。除此之外，台灣旅遊人數迅速成長，其中不論為國內旅遊或出國旅遊，皆超過七成的人以純觀光旅遊為目的，由此可見旅遊風氣之盛行。隨著旅遊人數增加，旅遊平安險的需求也大幅提升。綜合以上觀點，未來網路購買旅遊平安險將有更大的市場。
在實證部份，本研究以修正後科技接受模型探討網路購買旅遊平安險之行為，並以訊息框架為調解因子。探討「資訊豐富度」、「認知有用性」、「認知易用性」、「購買意圖」與「購買行為」之間的關係，共蒐集240份問卷，其中232份為有效問卷，經由因素分析、架構分析與迴歸分析探討變數對網路購買旅遊平安險購買行為之影響。
本研究結論為網路之資訊豐富度顯著正向影響購買意圖，網路提供豐富之旅遊平安險資訊使得消費者有更高的購買意圖。消費者之認知有用性與認知易用性顯著正向影響購買意圖，消費者之購買意圖顯著正向影響購買行為，顯示消費者認為網路購買旅遊平安險是有用且容易使用的。訊息框架在購買意圖與購買行為之間具有顯著正向的調節效果，旅遊平安險之廣告訊息使得消費者有更高的購買意圖。研究貢獻為首次將資訊豐富度與訊息框架整合修正後科技接受模型探討網路購買旅遊平安險之行為，可以作為日後探討網路投保之依據。在管理上的貢獻，為保險公司提供目前消費者對於網路購買旅遊平安險之行為分析，可以透過增加廣告訊息提升消費者購買意願。

In recent years, technology develops fast. Online-shopping also grows rapidly. Moreover, the number of people travelling abroad increases year after year. People enjoy travelling. Therefore, the demand for travel insurance increases. Technology Acceptance Model (TAM) has been widely used for predicting the acceptance and use of information technologies and online-shopping. The research focuses on adjusted TAM and exploring the behavior of consumers purchasing travel insurance online. In the empirical part, the research would explore which key factors will affect the behavior of consumers online purchasing travel insurance. In addition, it explores whether the positive and negative advertising messages would affect the behavior of consumers online purchasing travel insurance.
The research collected 240 questionnaires, 232 of which were valid. It explored the relation among Information Richness, Perceived Usefulness, Perceived Ease of Use, Purchase Intention, Purchase Behavior and Message Framing. The variables were analyzed with descriptive statistical analysis, factor analysis, confirmatory factor analysis, reliability analysis, validity analysis, structure analysis and regression analysis.
The results of the research are Information Richness has significantly positive effect on Purchase Intention. More information the Internet provides, the higher Purchase Intention consumers have. Perceived Usefulness and Perceived Ease of Use have significantly positive effect on Purchase Intention. In addition, Purchase Intention has significantly positive effect on Purchase Behavior. It means that consumers believe online purchasing travel insurance is useful and easy. Message Framing has significantly positive moderating effect. Advertising messages of travel insurance let consumers have higher Purchase Intention.

中文文獻
金融監督管理委員會
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