現今社會民眾對於健康越來越重視，而外溢保險就是一種結合健康與保險保障的一種商品，只要被保險人達成約定的條件，外溢保險就會回饋好處給保戶。其最主要精神，就是希望透過互動獎勵，讓保險這件事，不再只是純粹花錢換取事發時的理賠，還能同時帶動社會良好的運動風氣和注重健康的觀念。
因此本研究旨在利用聯合分析法來探討民眾對外溢保險屬性間的重要性權重以及成分效用的相關值，藉此知曉民眾對於外溢保險之選擇意願，以及屬性水準之間的偏好關係，提供給保險業者未來設計外溢保單商品建議與想法。
本研究以問卷調查的方式進行，透過參照民眾對外溢保險購買選擇的相關文獻蒐集主要屬性，利用前測問卷決定最終的五項重要屬性為回饋機制、信任之業務員、信任之保險公司、購買管道及健康意識，並透過正交設計縮減實驗樣本，取得八組受測屬性組合，讓受測者進行組合之偏好排序。最後以聯合分析法得出外溢保險各屬性水準之重要性權重以及成分效用值，進而得出民眾最偏好之屬性組合。
研究結果顯示，總體受測者排序第一屬性偏好為回饋機制，其次為信任之業務員，而最佳屬性組合為：保費折減、具專業能力的、具有規模性且經營穩定的、實體據點、促使定期健康檢查。

Spillover insurance, as an innovative insurance product, incorporates exercise and health management into insurance services, which has become a new trend in the market. In response to the trend that Taiwan people pay more attention to their own health, insurance companies have also launched spillover insurance products in response to this trend, and I believe that spillover insurance will be favored by the public and achieve a win-win effect for both policyholders and insurers. It is believed that spillover insurance can be favored by the public and achieve a win-win effect for both policyholders and insurers.
Hence, the purpose of this study is to investigate the relative importance of important attributes and the component utility values of spillover insurance by using conjoint analysis, in order to know the public's willingness to choose spillover insurance and the preference relationship between attribute levels, and to provide insurers with suggestions and ideas for the design of spillover insurance products in the future.

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