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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105193

    Title: 銀行保險消費者購買年金保險的意願
    Other Titles: The willingness of purchasing annuity insurance on bancassurance consumers
    Authors: 廖璟綺;Liao, Ching-Chi
    Contributors: 淡江大學保險學系保險經營碩士在職專班
    范姜肱;高棟梁;Chiang, Ku-Fan;Kao, Tong-Liang
    Keywords: 銀行保險;購買意願;年金保險;Bancassurance;Wiliness;Annuity insurance
    Date: 2015
    Issue Date: 2016-01-22 14:50:02 (UTC+8)
    Abstract: 隨著台灣步入高齡化社會、低利率且高通貨膨脹的市場環境再加上金融控股法及銀行等金融機構合作推廣商品規範施行之相互加乘影響之下,使銀行保通路開始在市場上蓬勃發展;自2009年發展至今,銀行保險通路已佔整體壽險業約50%以上之市場佔有率,代表銀行保險為近年來市場之主流業務通路,也因此,若能瞭解銀行消費者對購買年金保險之意願,便能順利於銀行推廣年金保險商品之推廣。
    As Taiwan get into the aging society, low interest rates and high inflation in the market environment, under mutual synergistic effects of the financial holding law and banking cooperation to promote insurance, it makes Bancassurance channel began flourish. Since 2009, the development so far, Bancassurance channel accounted for the life insurance industry as a whole about 50% of the market share, which means, in recent years Bancassurance is the mainstream market. As a result, by knowing the consumer wiliness to promote Annuity insurance is necessary.
    The purpose of study is Bancassurance consumers will be willing to purchase the Annuity insurance or not and bank financing sales wiliness. In and out of the bank''s consumer for the study and the questionnaire Interviews, using Questionnaire to examine the T test for independent samples to get the results from the consumers and financing sales.
    The results are
    1.Bancassurance consumers are willing to buy the Annuity insurance, because there are "similar to forced savings" and "Free medical claims simple”, two factors, which have significant influence.
    2.Bancassurance consumers are reluctant to purchase Annuity insurance, because there is " Annuity ROI relative to other commodities (such as bonds, funds) Low ", which has signify influence.
    3.Financing sales unwilling to sale Annuity insurance, because " they just choose easier insurance product to sale or interpret to customer "、" Annuity ROI relative to other commodities is lower "、"Lack of publicity for the Annuity Insurance " and “Others factors , such as no additional tax concessions”.
    Appears in Collections:[保險學系暨研究所] 學位論文

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