本研究以探討租屋經驗、風險經歷與資訊來源如何影響租客在租屋保險上的風險認知、投保行為與購買意願為主題，並以火災、個人、第三人責任及竊盜等四項保障進行分析。研究採用問卷調查法，透過問卷調查與實證結果發現，月租金、搬遷次數與租屋年數等經驗因素，對租客的風險認知、投保行為與購買意願多數構面呈顯著影響。其中，風險認知與投保行為採用二元羅吉斯迴歸，購買意願則使用順序羅吉斯迴歸。實證結果顯示，具備中等租金或搬遷經驗的租客，在風險認知與投保行為方面皆展現較高傾向；而在購買意願方面，則以具備中等搬遷經驗者最為明顯，租屋年數與租金較高者也提升對特定保障的投保意願。另一方面，租客曾遭遇竊盜、合約糾紛或溝通問題等風險事件，對保險商品的認知與購買意願則呈不一致的反應，展現過去經歷對風險評估與行為選擇具有深遠影響。此外，資訊來源的可信度也扮演關鍵角色；透過房仲門市獲取保險資訊的租客，保險參與度明顯高於僅依賴社群網站或租屋平台者。

This study focuses on examining how rental experience, risk events, and information sources influence tenants’ risk perception, insurance behavior, and purchase intention regarding rental insurance. The analysis centers on four major types of coverage: fire, personal accident, third-party liability, and theft. Adopting a questionnaire survey method, the study conducts empirical analysis and finds that experiential factors such as monthly rent, number of relocations, and rental duration significantly affect most aspects of tenants’ risk perception, insurance behavior, and purchase intention. Binary logistic regression is applied to analyze risk perception and insurance behavior, while ordered logistic regression is used to assess purchase intention.Empirical results show that tenants with moderate rent levels or relocation experience exhibit higher levels of risk awareness and insurance participation. In terms of purchase intention, tenants with moderate relocation experience demonstrate the strongest inclination, while those with longer rental duration or higher rent also show greater willingness to insure specific types of coverage. On the other hand, tenants who have experienced risk events such as theft, contract disputes, or communication problems display inconsistent responses in their perception and willingness to purchase insurance. These findings suggest that past experiences have a meaningful impact on risk assessment and behavioral choices. Additionally, the credibility of information sources plays a critical role. Tenants who obtain insurance information through real estate agents show significantly higher levels of insurance participation compared to those who rely solely on social media or rental platforms.

目錄
目錄	I
圖目錄	II
表目錄	III
第一章 緒論	1
第一節	研究背景	1
第二節	研究動機與目的	4
第三節	研究架構	8
第二章 文獻回顧	9
第一節	經驗對消費者決策與資訊搜尋行為之影響	9
第二節	風險認知	13
第三節	過往投保經驗	18
第四節	購買意願	20
第三章 研究方法	25
第一節	研究假說	25
第二節	問卷設計與資料來源	29
第三節	資料結構與初步分析	33
第四章 實證結果與分析	43
第一節	研究模型	43
第二節	實證結果	51
第五章 結論與建議	70
第一節	研究結論	70
第二節	研究限制及建議	73
參考文獻	75
附錄	80

 
圖目錄
圖1－1  2016 ~ 2024年全國住宅價格指數	1
圖1－2  近6年租屋糾紛案件統計表	5
圖2－1  影響風險認知的四個主要因素	16


 
表目錄
表2－1 國外學者對購買意願的定義	22
表2－2 購買意願的衡量構面	23
表3－1 受訪者性別分布	33
表3－2 受訪者年齡分布	33
表3－3 受訪者婚姻分布	34
表3－4 受訪者職業分布	35
表3－5 受訪者每月平均所得分布	35
表3－6 受訪者租屋年數分布	36
表3－7 受訪者搬遷次數分布	37
表3－8 受訪者月租金分布	37
表3－9 受訪者租屋資訊來源分布	38
表3－10 受訪者租屋問題經驗分布	39
表3－11 受訪者各類租屋保障之認知分布	40
表3－12 受訪者各類租屋保障之投保情形分布	41
表3－13 受訪者對各類租屋保障之購買意願分布	42
表4－1  迴歸結果統整表	69

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三、	網路資料
內政部不動產資訊平台，住宅價格指數。
    https://pip.moi.gov.tw/Publicize/Info/E1060 (最後瀏覽日：2025 年 2月 25日)。
陳耀東（2021），從居住品質論我國住宅政策修法方向之研析（立法院法制局專題研究報告編號1585），立法院法制局。