此研究探討社會資本和消費者賦權於網路購買保險的影響。保險作為一種複雜的金融工具，需要消費者具備一定程度的保險知識才能加以理解，因此我們探討如何運用社會資本幫助消費者彌補保險知識的不足。此研究強調數位化環境中相似的重要性及其對消費者行為的影響，包括消費者的感知自我能力和感知可控性以及其對消費者購買意願的影響。通過理論模型和實證分析，我們希望能提供在網路購買保險情境下消費者行為的洞察，並為保險公司提升線上客戶參與度及提供寶貴建議。

This study investigates the influence of social capital and consumer empowerment within the context of online insurance purchasing. Insurance, as a complex financial instrument, requires significant consumer knowledge for understanding. We explore how social capital can help consumers mitigate the knowledge gap in insurance. The research underscores the importance of perceived similarity in digital settings and its impact on consumer behavior. We examine consumer empowerment, characterized by perceived self-efficacy and perceived controllability, and its effect on purchase intentions. By integrating theoretical models and empirical research, we aim to provide insights into factors affecting consumer behavior in the digital insurance market and offer valuable guidance for insurance companies in enhancing online customer engagement and experience.

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