本研究以出國旅遊之國人做為研究對象，瞭解國人在安排旅遊時，對於旅遊知覺風險的感受程度，以及對旅遊保險的知覺價值感受程度，進而探討是否會影響其對旅遊保險的購買行為。在本研究中，將旅遊保險區分為旅遊平安保險以及旅遊不便險。不論針對哪一種投保行為，本研究之結果可以推知旅遊知覺影響保險知覺價值，保險知覺價值影響投保行為。 This study mainly studies the people who have arranged for foreign tourism in the past to understand the degree of perception of the perceived risk of tourism and the perceived value of tourism insurance, in order to explore whether it will impact the people on purchasing travel insurance. The travel insurance examined here includes tourism safety insurance and tourism inconvenience insurance. The empirical results indicate that perceived risk of tourism has significant impacts on perceived value of tourism insurance as well as the perceived value of tourism insurance significantly influence the buying behavior of tourism insurance.
