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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/102075

    Title: 消費者購買人壽保險影響因素之探討 : 以C人壽保險公司保戶為例
    Other Titles: Consumers buy life insurance to explore factors affecting : C life insurance Co. policyholders as case study
    Authors: 王雅玲;Wang, Ya-Ling
    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: 品牌權益;關係結合;關係品質;購買意願;涉入程度;Brand Equity;Relation Combination;Relation quality;Purchase Intention;Involvement degree
    Date: 2014
    Issue Date: 2015-05-04 09:46:44 (UTC+8)
    Abstract: 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。
    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.
    Appears in Collections:[保險學系暨研究所] 學位論文

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