在經歷長達兩年多的新冠疫情衝擊後，防疫保險的理賠金額累計超過兩千億元，在面臨鉅額賠款下產險公司必須多次減資及增資以維持營運，而消費者可能因理賠經驗的自身感受或新聞媒體報導的外在因素影響，對於產險公司的信心有所疑慮，進而影響產險公司的企業形象及消費者再購買意願，因此本研究欲探討產險公司推出法定傳染病綜合保險商品是否符合可保原則，並了解防疫保險如何影響消費者對產險公司形象及保險再購買意願之認知及重視程度，以及挑選產險公司的條件上有何差異。
  本研究將防疫保險所衍生的情況及發展進行整理，並以Walters(1978)之企業形象構面作為研究架構，以網路問卷的方式進行調查，共計回收894份有效問卷。根據研究結果顯示，「功能形象」、「商品形象」、「機構形象」對「再購買意願」呈現正相關青年族群對於防疫保險的投保流程及理賠迅速度上重視程度較高；當消費者教育程度越高，對保險公司的企業形象重視越高，進而影響再購買意願；同時當保險公司出現負面新聞或防疫險理賠經驗不佳時會影響消費者未來之往來意願。

After experiencing more than two years of the COVID-19 pandemic, the cumulative claim amount for pandemic insurance exceeded NTD 200 billion. Faced with massive claim, non-life insurance companies had to undergo multiple rounds of capital reduction and increase to maintain operations. Consumers' confidence in non-life insurance companies might be shaken due to their personal claims experiences or external influences from media reports, which can consequently affect the corporate image of these companies and the consumers' willingness to repurchase insurance products. Therefore, this study aims to explore whether the comprehensive insurance products for statutory infectious diseases launched by non-life insurance companies adhere to the insurability principles. It also seeks to understand how pandemic insurance influences consumers' perceptions and the importance they place on the corporate image of non-life insurance companies, as well as their repurchase intentions, and the differences in criteria for selecting insurance companies.
This study organizes and analyzes the situations and developments derived from pandemic insurance and uses the corporate image dimensions proposed by Walters (1978) as the research framework. An online questionnaire survey was conducted, with a total of 894 valid responses collected. According to the research results, "functional image," "product image," and "corporate image" are positively correlated with "repurchase intention." The younger demographic places higher importance on the insurance application process and the speed of claim settlements for pandemic insurance. Additionally, the higher the consumer's education level, the more they value the corporate image of insurance companies, which in turn affects their repurchase intentions. Furthermore, negative news about the insurance company or poor claim experiences with pandemic insurance will influence consumers' future willingness to engage with the company.

目錄
第一章	緒論 1
第一節	研究背景與動機 1
第二節	研究目的	2
第三節	研究架構	3
第二章	文獻回顧	5
第一節	企業形象	5
第二節	再購買意願 9
第三節	企業形象與再購買意願之關聯 13
第三章	法定傳染病綜合保險之探討 14
第一節	國內案例	14
第二節	國外案例	25
第三節	大規模流行性法定傳染病之可保性 28
第四章	研究方法	36
第一節	研究構面 36
第二節	問卷設計與發放 37
第三節	操作性變數定義 38
第五章	實證結果	46
第一節	基本統計變量 46
第二節	敘述性統計分析 51
第三節	信度與效度分析 55
第四節	相關性分析 60
第五節	單因子變異分析 61
第六節	二元羅吉斯迴歸分析 65
第七節	交叉分析與卡方檢定 69
第六章	結論與建議 73
第一節	研究結論	73
第二節	研究建議	76
參考文獻	78
附錄 81

圖目錄
圖1-1 研究架構 4

表目錄
表2-1  企業形象定義彙整表 6
表3-1  Covid-19之全球重要政策時間軸 15
表3-2  各項保障之承保範圍 17
表3-3  企業型防疫商品樣態說明 18
表3-4  部份產物保險公司防疫保險承保內容 19
表3-5  近四年台灣產物保險業資本適足率 23
表3-6  保險經營三項自然定律 32
表3-7  費率釐訂之方法 34
表4-1  人口統計變數之問項 38
表4-2  防疫保險購買及理賠情況之問項 40
表4-3  功能形象之問項 42
表4-4  商品形象之問項 43
表4-5  機構形象之問項 44
表4-6  再購買意願之問項 45
表5-1  人口統計變數之次數分配表 48
表5-2  防疫保險購買次數分配表 49
表5-3  理賠情況次數分配表 49
表5-4  功能形象的認同程度之平均數及標準差 51
表5-5  商品形象的認同程度之平均數及標準差 52
表5-6  機構形象的認同程度之平均數及標準差 53
表5-7  再購買意願的認同程度之平均數及標準差 54
表5-8  功能形象之信度分析 55
表5-9  商品形象之信度分析 56
表5-10 機構形象之信度分析	57
表5-11 再購買意願之信度分析 58
表5-12 整體問卷之信度分析	59
表5-13 問卷構面之效度分析	59
表5-14 相關性分析 60
表5-15 年齡對各構面之變異數分析 62
表5-16 年齡對功能形象及再購買意願之LSD事後檢定 63
表5-17 教育程度對各構面之變異數分析 64
表5-18 教育程度對機構形象之LSD事後檢定 64
表5-19 變數定義表 66
表5-20 再購買意願之二元羅吉斯迴歸分析 68
表5-21 負面新聞報導往來意願之交叉分析表 70
表5-22 出現負面新聞報導是否影響往來選擇之次數分配表 70
表5-23 選擇投保同家產險公司之交叉分析表 72
表5-24 理賠經驗不佳是否影響未來選擇的保險公司之次數分配表 72

一、中文部分

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5.劉佩筑，2022，防疫保險購買意願之研究，朝陽科技大學保險金融管理系，碩士論文
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