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https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/114215
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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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