| Summary: | 碩士 === 國立成功大學 === 國際企業研究所碩博士班 === 97 === Since their first appearance of the research scene, e-commerce have become increasingly sophisticated. A great deal of work has seen on purchase intention of online shopping in the last few years. Yet research which has empirically documented the link between purchase intention and e-insurance is scant. Therefore, the objectives of this study attempt to explore how consumers’ perceptions about e-insurance and their purchase intention related to product complexity and perceived value that generates from web site characteristics. A questionnaire was constructed to verify six hypotheses formulated in this research. 258 respondents participated in this survey. The quantitative analysis of the questionnaires was conducted through the multivariate analyses of SPSS 12.0. Results of this article indicate that perceived privacy/ security, customization and informativeness all have had a significantly positive effect on web based perceived value. Furthermore, the complexity of insurance products is proven to be a negative moderator between web based perceived value and purchase intention. The results also show a significant difference of web based perceived value between groups with different level of e-adoption. In conclusion, compared to Web based perceived value that derives from the design of web site setting, insurance products themselves have a more momentous and direct impact on purchase intention of consumers in Taiwan.
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