近年來網路經濟快速地成長，改變許多傳統的消費習慣，從實體走向虛擬，因此網路人口大量的增加，帶來了所謂電子商務的市場，儘管許多消費性商品走向電子化，卻忽略了以買賣契約而形成的保險商品。保險商品主要分為人身及財產兩大類，過往購買保險商品都是經由業務人員面對面解說商品後購買保險商品。因此近年保險公司積極推動保險業e化，期許能以線上投保系統提供消費者一個開放的網路平台，提供消費者便捷的商品資訊、快速的投保管道及保單變更等服務。 本研究主要探討財產產物保險公司，提供線上投保平台服務時可能面臨的問題，以及業務銷售型態改變對於保險公司的影響。透過個案研究法，了解保險公司並無電子商務經營經驗下，將傳統的銷售型態轉由電子商務銷售後，對業務銷售流程變革帶來的衝擊。經由檔案紀錄及深度訪談，佐以文獻歸納三點構面進行探討：（1）服務品質（2）網站設計（3）行銷策略。 經研究發現影響本個案保險公司線上投保平台的商品銷售有兩點：（1）業務人員支持性不足（2）商品組合無區隔性。影響消費者投保意願上有兩點：（1）線上投保平台互動性不足（2）網頁流程設計繁瑣。透過分析後發現，銷售業務人員的支持度與投保平台的滿意度具有正面影響，而原因也來自於業務人員對投保平台的不支持。透過文獻理論的應用，提出改善建議及品質強化的方式，可以對於個案公司經營線上投保平台及未來相關研究，提供實務及學術上的貢獻。 ;In recent years, the rapid growth of the Internet economy, changing many of the traditional consumption habits, from the entity to the virtual, so a large increase in the network population, bringing the so-called e-commerce market, although many consumer goods to electronic, but ignored. The insurance goods formed by the sale of the contract. Insurance products are mainly divided into two categories of personal and property, in the past to buy insurance products are business people face to face after the goods to buy insurance products. So in recent years, insurance companies to actively promote the insurance e-commerce, and may be able to online insurance system to provide consumers with an open network platform to provide consumers with convenient information, fast insurance channels and policy changes and other services. This study focuses on the issues that property insurance companies may provide when providing online insurance platform services and the impact of changes in business sales patterns on insurers. Through the case study method to understand the insurance company has no experience in e-commerce business, the traditional sales model by e-commerce sales, business sales process changes brought about by the impact. 1. Service quality. 2. Website design. 3. Marketing strategy. The study found that the impact of the case insurance company’s online insurance platform for the sale of goods has two points: 1.Lack of support for business staff. 2.Commodity portfolio without segregation. Affect the consumer will have two points: 1.Online insurance platform interaction is insufficient 2.Web process design cumbersome. Through the analysis and found that the support of sales staff and the satisfaction of the insurance platform has a positive impact, but also because the business staff from the insurance platform does not support. Through the application of the theory of literature, the paper puts forward some suggestions on how to improve the proposal and strengthen the quality of the case. It can provide practical and academic contribution to the case management system and future related research.
