在從事旅遊活動時，總會伴隨著眾多不確定的風險。因此，投保合意的旅行平安險及不便險，利用「保險」來降低、分散甚而避免意外所發生的損失，就有其必要性及重要性。 本研究主要以過去曾有安排國外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來做相關研究分析。 本研究共取得619份有效問卷，經描述性統計、信度分析、因素分析、變異數分析、迴歸分析進行資料處理。研究結果如下：(一) 知覺風險中的身體風險、醫療風險及行李遺失風險對知覺價值中的旅行平安險保障項目重要性呈現正向顯著性影響。(二) 知覺風險中的身體風險、醫療風險及行李遺失風險對知覺價值中的旅行平安險呈現正向顯著性影響。(三) 知覺風險中的服務風險及行李遺失風險對知覺價值中的旅遊不便險保障項目重要性呈現正向顯著性影響。(四) 知覺風險中的行李遺失風險對知覺價值中的旅遊不便險呈現正向顯著性影響。(五) 知覺價值中的旅遊平安保險保障項目重要性對旅遊保險購買行為中的「過去出國時，我通常會購買旅遊平安險」有正向顯著影響。(六) 知覺價值中的旅遊不便險對旅遊保險購買行為中的「過去出國時，我通常會購買旅遊不便險」有正向顯著影響。 When engaged in tourism activities always accompanied by a number of uncertain risks. Therefore, it is necessary and important to insure desirable tourism insurance and inconvenience insurance to use ＂insurance＂ to reduce, spread and even avoid the loss of accidents. 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, then we can do the relevant research and analysis. Totally, there are 619 valid questionnaires were feed backed and processed by descriptive statistics, reliability analysis, factor analysis, variance analysis and regression analysis.The results of the study are as follows: (1) The physical risk, medical risk and loss of baggage risk of perceived risk shows a positive significant impact on the importance of tourism insurance guarantee of perceived value. (2) The physical risk, medical risk and loss of baggage risk of perceived risk shows a positive significant impact on the tourism insurance of perceived value. (3) The service risk and loss of baggage risk of perceived risk shows a positive significant impact on the importance of tourism inconvenience insurance guarantee of perceived value. (4) The loss of baggage risk of perceived risk shows a positive significant impact on the tourism inconvenience insurance of perceived value. (5) The importance of tourism safety insurance guarantee of perceived value has a significant positive impact on “I usually purchased tourism insurance in the past when travelling abroad” of tourism insurance buying behavior. (6) The tourism inconvenience insurance of perceived value has a significant positive impact on “I usually purchased travel insurance in the past when travelling abroad” of tourism insurance buying behavior.
