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    題名: 產險旅行平安保險購買之研究 : 以大台北地區為例
    其他題名: A study of travel accident insurance purchasing in Taipei Area
    作者: 莊宗樺;Chuang, Tsung-hua
    貢獻者: 淡江大學保險學系保險經營碩士在職專班
    廖述源;Liao, Shuh-yuan
    關鍵詞: Purchase Intention;travel accident insurance;旅行平安保險;購買意願
    日期: 2017
    上傳時間: 2018-08-03 14:45:17 (UTC+8)
    摘要: 本研究探討消費者對產險公司銷售旅行平安險之認知情形、購買意願與消費者行為。

    研究結果顯示如下:
    一、購買產險旅行平安保險非優先選擇。
    二、對產險旅行平安保險商品不熟悉。
    三、購買旅遊保險經驗尚待提升。
    四、投保旅行平安保險管道來自業務員。

    根據研究結果,本研究做出以下幾點建議:
    一、宣導產險業旅行平安保險商品。
    二、提供業務員行銷獎勵與誘因。
    三、提供新型態網路投保管道。
    四、放寬保險業辦理電子商務門檻。
    五、設計多元行銷管道。
    六、運用科技差異化行銷。
    七、引進國外創新保險商品。
    八、針對特定活動、連續假期或旅遊國家推出限定版旅平險。
    The study aims to investigate the customers’ perceived knowledge, purchase intention, and related behavior regarding insurance company’s selling travel accident insurance. The findings of the research are as follows:
    1.Purchasing travel accident insurance were not the research participants’ first priority;
    2.The participants were not familiar with the insurance products and especially the travel accident insurance;
    3.The customers’ experience of purchasing travel accident insurance for traveling should be improved;
    4.The participants purchased travel accident insurance mainly with the assistance of the insurance agents.
    The study provides several recommendations based on the research results as follows:
    1.Promoting the products and services of travel accident insurance in the insurance industry;
    2.Offering rewards and incentives for insurance agents;
    3.Providing online insurance shopping as an additional new channel;
    4.Reducing life insurance threshold on electronic business;
    5.Designing a variety of marketing sources and channels;
    6.Employing differentiated marketing via technology;
    7.Introducing innovative insurance products around the world;
    8.Providing limited edition of travel accident insurance for specific occasions, long holidays, and places to travel.
    顯示於類別:[風險管理與保險學系] 學位論文

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