影響消費者購買壽險商品的因素除受外在整體社經環境影響外，亦因個人年齡、職業、教育程度、家庭狀況、可支配所得及生活型態等因素而有所不同；在國內外學者對壽險消費的研究中，大多對消費者個人因素或保費支出的因素進行 探討，以瞭解其對購買壽險商品意願的影響。 本研究將以C人壽保險公司保戶為對象，由消費者的觀點探討品牌權益、關係結合、關係品質之滿意度、信任與承諾，與購買意願進行探討，並瞭解涉入程度對保戶之需求關係，以作為人身保險業未來行銷策略及服務策略的參考。 實證結果顯示如下： 一、品牌權益與關係品質因素有顯著正向影響 二、關係結合與關係品質有顯著正向影響 三、關係品質因素間有顯著正向影響 四、關係品質因素與購買意願有顯著正向影響 五、涉入程度與各變項間有顯著差異 六、人口統計變數對各變項間有顯著差異 In addition to the overall impact of socioeconomic environment, factors affecting consumers to purchase life insurance products are also varied due to individual age, occupation, education level, family status, disposable income and lifestyle etc. In the studies of scholars in and out of Taiwan, most studies discuss the individual factor of consumers or premium expenses factor to understand the influences of the factors to purchase Intention of life insurance products. The study takes the assured of C Life as objects and takes discussion on brand equity, relation combination, satisfaction of relation quality, trust and commitment, and purchase Intention through the views of consumers to understand the relationship between the involvement degree and the requirements of the assured and take as reference for future marketing strategies and service strategies of personal insurance industry. The empirical results are as the following: I. Brand equity and relation quality factor have significant and positive correlation. II. Relation combination and relation quality have significant and positive correlation. III.Relation quality factors are significantly and positively correlated. IV.Relation quality factor and purchase Intention have significant and positive correlation. V. Involvement degree and various items have significant differences. VI.Demographic variables have significant differences to various variables.