網際網路的出現，改變人類傳統進行商業交易的方式，企業透過發展電子商務增加競爭優勢已成為一股熱潮。對人壽保險業而言，隨著資訊技術環境成熟、網際網路使用人口的增加、顧客需求改變等影響下，人壽保險公司紛紛計畫應用網際網路的力量，創造新的經營模式，以增加整體的生產效率與提高顧客忠誠度。
本研究欲探討適合人壽保險業者採取的電子商務經營模式，先以價值鏈理論為分析架構，歸納出人壽保險業的主要活動，藉由訪談相關專家找出電子商務在主要活動上所能創造的價值，並彙整各位專家的意見，再由「德爾菲法」透過反覆的問卷發送、整理、分析的循環式進行，以達到專家們對電子商務所創造的價值有一致性的共識。接著本研究以Osterwalder提出電子商務經營模式「產品創新」、「基礎建設管理」、「顧客關係資本」、「財務」四個構面分析專家問卷調查結果，進而歸納出國內人壽保險業者的電子商務經營模式構成要素之關連命題。
本研究提出命題如下：
一、在資訊科技成熟、網路安全與頻寬逐漸改善的條件下，人壽保險公司能利用網際網路針對不同市場的目標客戶，提供線上促銷、特定商品線上投保、線上投保保費的折扣以及線上顧客服務的價值。
二、人壽保險公司在採行電子商務時必須進行企業流程改造，主要改造工程包含三項作業：跨組織流程整合、企業內一般作業流程整合、系統整合。
三、人壽保險公司可將網際網路做為一個資訊基礎導向的管道，提供透明即時化資訊，進而提供顧客個人的加值服務（facility），以提昇顧客信任與忠誠度。
四、由於整體壽險業電子商務環境尚未成熟，目前人壽保險公司導入電子商務主要目的在於降低成本。
本研究結論發現以目前國內人壽保險公司電子商務經營模式來看，主要著重在提供保戶線上服務，隨著電子簽章法的通過，未來將有更多的險種開放網路投保，為了配合網路投保，本研究建議人壽保險公司應進行流程再造，以及在面對未來可能的價格競爭與通路衝突問題，業務員應轉型成專業諮詢角色。

The Internet booming has changed the traditional way of doing business. Following this trend, the enterprise in general pursues competitive advantages through developing electronic commerce solution for its business. The favorable conditions such as the maturity of technology, the growth of Internet population, and changes in customer needs have prompted many life insurance companies to adopt business models to grasp opportunities in the Internet area.

This research is concerned about the Internet business model for life insurance. Value Chain analysis is first employed to explore the impact of Internet on the life insurance industry. Then brainstorming is sought from domain experts to discover value created in electronic commerce applications. As an evaluation methodology where hard data may be rare or unavailable, the Delphi method is applied to obtain the consensus of experts about the impact and value brought by implementing electronic commerce in life insurance industry. In the final analysis, product innovation, infrastructure management, customer relationship management were employed as major dimensions to analyze results from the Delphi survey.

The propositions concluded for constructing the business model are as follows: First, as information technology becomes more accessible, life insurance company can provide promotion online, insurance purchase online, discount of insurance fee and customer service online to target customers in different markets. Second, life insurance company must do business process reengineering when they decide to adopt electronic commerce. Third, life insurance company can view the Internet as an information-based channel, which can provide transparent and immediate information and then can provide the personal facility for customer to raise customers’ trust and loyalty. Fourth, as the electronic commerce environment of the life insurance industry as a whole is not mature yet, the current implementation of relevant business models is aimed mainly for cost reduction.

In summary, the research suggests that life insurance company should redesign the business process to cooperate with insurance purchase online and sales agents should transform toward the role of providing consultation services to their customers.

第1章 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 3
1.4 研究流程 3
1.5 論文架構 4
第2章 文獻探討 6
2.1 電子商務 6
2.2 價值鏈分析 13
2.3 電子商務經營模式 19
第3章 人壽保險業產業介紹 28
3.1 國內人壽保險業產業概述 28
3.2 人壽保險業價值鏈分析 32
3.3 人壽保險業電子商務的趨勢 35
3.4 人壽保險業在實施電子商務時所面臨到的問題 42
第4章 研究方法 43
4.1 研究方法 43
4.2 研究架構 48
4.3 研究工具的設計與實施 50
第5章 資料分析與討論 55
5.1 第一回合問卷調查結果 55
5.2 第二回合問卷調查結果 77
5.3 第三回合問卷調查結果 78
5.4 綜合分析與命題發展 103
第6章 結論與建議 129
6.1 研究結論 129
6.2 研究限制 131
6.3 後續研究建議 132
中文參考文獻 133
英文參考文獻 136
附錄一 DELPHI第一回合問卷 142
附錄二 DELPHI第二回合問卷 145
附錄三 DELPHI第二回合問卷結果 151
附錄四 DELPHI第三回合問卷結果 158

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