| Summary: | 碩士 === 國立中正大學 === 資訊管理學系暨研究所 === 103 === With the development of information technology, It attracted many insurance industries followed the trend to build their own website and developed related system, however, trade in the website (electronic commerce) still fall behind to other industries for the law of resistance and business culture. Insurance industries administer need to catch the website visitors of theirs customers opinion and continuance usage intention then it can know how to develop their electronic commerce, especially in online travel accident insurance. Therefore, how to make visitors keep using online travel accident insurance would be a critical issue for the insurance company which wants to develop theirs’ online business, and it also would be discuss in this study.
This study builds the research model by the concept of online sellers, personal beliefs and social influence theory to discuss user’s continuance intention of using online travel insurance. The sample data was collected by online questionnaire survey, and got 301 valid responses in sum. The results of structural equation modeling analysis indicate that satisfaction have significant and positive effects on continuance intention, and in addition, trust, self-efficacy, insurance assistance condition, and social influence condition have significant and positive effects on continuance intention through satisfaction are revealed as well. Besides, the results also show that confirmation has significant and positive effects on continuance intention through positive satisfaction.
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