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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32258

    Title: 消費者生活型態及人格特質對人壽保險購買決策影響之分析
    Other Titles: An analysis of the effects of personality traits and life style on consumer purchase decisions for life insurance
    Authors: 程平凡;Cheng, Ping-fan
    Contributors: 淡江大學保險學系保險經營碩士在職專班
    郝充仁;Hao, Chung-jen
    Keywords: 消費者;生活型態;人格特質;人壽保險;購買決策;Consumer;Lifestyle;personality traits;Life Insurance;purchase decisions
    Date: 2009
    Issue Date: 2010-01-11 01:54:28 (UTC+8)
    Abstract: 本研究的目的旨在探討代表個人外在行為舉止的生活型態及代表個人內在觀點的人格特質等消費者心態分析對於購買人壽保險決策有無顯著影響。
    本研究方法採問卷調查法為主,乃依據文獻分析的架構,編製調查問卷,施測對象為一般隨機抽樣消費大眾為量測對象。總計收回392份,回收率達78.40%,可用問卷382份,佔總母群體數76.40%。利用SPSS 12.0.7C版的電腦統計套裝軟體以及Microsoft Office Excel 2003進行相關的統計分析工作,再依各變項特性,利用次數分配、百分比、平均數分析、交叉分析、獨立樣本T檢定、單因子變異數分析、Tukey HSD法、Scheffe法、Dunnett檢定等事後多重比較、皮爾森相關係數雙尾檢定等統計分析方法得到以下結論:
    The purpose of this study is to confer consumer point of view analyses both individual external behavior manner of life style and individual intrinsic perspective of personality traits would affect their decisions as they purchase life insurance or not.
    The major method used by this study is questionnaire survey, which based on documentary analyzes structure. The samples of questioner are randomly chosen from general public. Total returns of those questionnaires are 392 samples and return rate is about 78.40%. Among those samples, usable one are 382 samples, which is 76.40% of total samples.
    Using SPSS 12.07C Version computer statistic software and Microsoft Office Excel 2003 version to calculate and analyze those data based on each variable characteristic, using the number of times assignment, the percentage, the average, the cross-over analysis, the independent sample T-test, One-way ANOVA, Tukey HSD method, the Scheffe method, Dunnett test multiple comparisons, the Pearson correlation coefficient twin tails test to obtain the following conclusion afterward:
    First, in life insurance purchase motive aspect: the difference on the consumer decision-making is numerous which demonstrate that when consumer purchases life insurance, their motive is obvious; as well as in sex, age, marital, and average family monthly income showing remarkable difference.
    Second, in lifestyle aspect: with consumer lifestyle influence, the life insurance purchase motive shown a positive impact; but with age, marital status, and average family monthly income, the life insurance purchase motive shown significant discrepancy.
    Third, in personality traits aspect: with personality traits'' influence, the consumer life insurance purchase motive shown a positive influence; but with age, marital status, and average family monthly income, the life insurance purchase motive shown substantial diversity.
    Fourth, for the life insurance insured rate increasing, the future potential re-insured life insurance consumer and the future prospective first time buyer of life insurance is very precisely associated with their lifestyle, as well as with their personality traits.
    Also based on this study findings provide the recommendations to the life insurance company, the life insurance service manager, and the life insurance associates and future researchers of regarding life insurance.
    Appears in Collections:[保險學系暨研究所] 學位論文

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