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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/102189

    Title: 投資型保險商品購買行為之探討
    Other Titles: A study on purchasing behaviors of investment-oriented insurance products
    Authors: 盧彥志;Lu, Yen-Chih
    Contributors: 淡江大學管理科學學系企業經營碩士在職專班
    李培齊;Lii, Pei-chi
    Keywords: 投資型保險商品;消費者購買行為;消費者特性;焦點團體訪談;壽險公司;業務人員;Investment-linked products;consumer purchase behavior;consumer characteristics;focus group interviews;life insurance company;agent
    Date: 2014
    Issue Date: 2015-05-04 09:49:36 (UTC+8)
    Abstract: 本研究主要的目的在於探討投資型保險商品在消費者面的價值與屬性,以及消費者於購買投資型保險商品時,其購買因素的考量,藉以找出投資型保險商品的潛在客群,以利壽險公司行銷策略之擬定與商品設計之參考。本研究使用焦點團體訪談方式來收集資料,透過整理逐字稿的內容來進行資料分析,分析結果如下:
    The main purpose of this study is to explore the value and property of investment-oriented insurance products to consumers. Comsumers’ decisional factors in the purchase of investment-oriented insurance products are also examined. The objective is to identify potential customers of investment-oriented insurance product, help insurance firms to develop marketing strategies and product designs. This study applied focus groups interviews to collect and analyze data. The results were as follows:
    1.Consumers purchase investment-oriented insurance product not necessarily being interested in investment and their risk tolerance is not high.
    2.Providing protection to consumers is one of the characteristics for investment-oriented insurance products. It is also the main factor for consumers to purchase the products.
    3.Consumers’ self-control has no effect on the purchasing of investment-oriented insurance products.
    4.Consumers who prefer foreign culture like to purchase the investment- oriented products offered by foreign life insurance companies.
    5.Age, income, and previous purchase experience are the main factors affecting purchasing decisions toward investment-oriented insurance products.
    6.Gender and familiarity toward investment-oriented insurance products would not affect purchasing decisions.
    Results from this study found that the key factor for consumer to purchase investment-oriented insurance products is the introduction of agents. If life insurance companies want consumers to know the investment-oriented insurance products, they need to enhance education and training of their agents so as to strengthen agents’ sales confidence and professionalism. That also needs to improve service quality. The insurance companies should enhance customer relationship management, and the design of investment-oriented insurance products should emphasize its life protection characteristics and payment flexibility, avoid designing an overly complex product to increase consumer willingness to purchase. At the same time, life insurance company should listen to consumers and agents suggestions, and collect marketing and product information in order to develop future marketing strategies and product designs.
    Appears in Collections:[管理科學學系暨研究所] 學位論文

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