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： 1.購買投資型保險商品的消費者，對投資理財不一定有興趣，且風險承受能力不高。 2.投資型保險商品提供消費者保障的特色是決定購買投資型保險商品的主要因素之一。 3.消費者自我控管能力高低對購買投資型保險商品沒有影響。 4.對外國文化喜好程度高的消費者偏好購買外商壽險公司的投資型保險商品。 5.投資型保險商品的購買會因消費者年齡、收入及先前購買經驗而有所差異。 6.投資型保險商品的購買不會因為性別及對投資型保險商品的了解而有所差異。 從本研究中發現，消費者會購買投資型保險商品的主要關鍵在於業務人員的解說，所以要讓消費者認識投資型保險商品，首先需從強化業務人員教育訓練開始，藉以強化業務人員銷售投資型保險商品之信心及專業素養，並提升服務品質。而壽險公司應強化客戶關係管理，且在投資型保險商品之設計上應強化其保障及彈性靈活的特性，避免過於複雜的設計，以提高消費者購買意願；同時應多傾聽消費者及業務人員的聲音，收集與行銷或商品有關之資訊，以利日後行銷策略之擬定與商品設計之參考。 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.