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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/102070

    Title: 女性消費者購買保險商品意願之探討
    Other Titles: A study of female consumer's insurance product buying-case study
    Authors: 陳立言;Chen, Li-Yan
    Contributors: 淡江大學保險學系保險經營碩士在職專班
    郝充仁;Hao, Chung-Jen
    Keywords: 消費者行為;女性消費者行為;女性特質;總體經濟環境;性別角色;Consumer Behavior;consumer behavior of woman;femininity;Macroeconomics and gender roles
    Date: 2014
    Issue Date: 2015-05-04 09:46:37 (UTC+8)
    Abstract: 在這個性別平等觀念越趨強烈的時代,越來越多女性擁有自己的一片天,過著自主獨立的生活;同時,隨著女性擁有屬於自己的事業,消費能力也隨之提高,因此女性的經濟影響力更是不容小覷。另外,我們發現現今的保險產品皆已不再是以單純一般風險為主要考量而設計,越來越多客製化、族群區別的商品出現。
    Along with the increasing awareness of gender equity, more women want to lead an independent life and have their own career. Meanwhile, since women have developed their own career, their spending power should not be overlooked. In the study, the researchers found that the insurance products in nowadays are no longer simply designed for consideration of general risks. There are more customization and segmentation insurance commodities in the market.
    Modern women’s education level, economic status and social status are gradually rising, and therefore, they don’t need to rely on their spouses for living. As a result of that, women are less willing to organize a family. With the increasing of single population, birth rate declines relatively. Therefore, modern women have less burden on parenting and educational expenses, and they have more ability to spend money on enjoyment and improving their life qualities.
    Spending priority has changed from ‘family oriented commodities’ to ‘individual oriented commodities’. Women’s status are increasingly emphasized in an international level. Because of the increasing of female labour population, the disposable income and spending power have increased. Furthermore, this spending power began to spread to insurance products and causes a trend of insurance commodities, designed for women, especially.
    The study adopted E-K-B consumer behavior model as a conceptual framework, and used lifestyle and demographic variables as input variables. AIO lifestyle variable was taken as the basis of classification. Then, ''consumer reality variables'' was narratives for describing consumer''s behavior in order to analyze female consumer''s characteristics on spending. The research objects were target at the females whose age were above twenty with spending power.
    This research was conducted through questionnaire survey. There were 318 questionnaires, issued and 300 valid questionnaires were collected, which were analyzed by SPSS.
    The research categorized female consumers, who purchases insurance products as five types based on their lifestyle variables: '' brand awareness type,'' ’meticulous planning type,'' innovative quality type,'' ''word-of-mouth (WOM) promotion type,'' and ''fashionable type.'' There were obvious connection among purchase motivation, commodities evaluation and purchasing reality.
    Appears in Collections:[保險學系暨研究所] 學位論文

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