本文研究台灣消費者對於產物保險直效行銷接受度之研究─以個人保險商品為限，本文研究地區為台灣北部地區之台北縣、台北市、桃園縣市及新竹縣市。共蒐集363份問卷，利用交叉分析表發現，本文的重要結論：網路、郵寄傳單、電視購物及電話之四種直效行銷通路中，以電話最不被一般消費者所接受。主要的原因是安全性與便利性都遭到質疑。最受歡迎得通路是網路，其受歡迎的原因是便利性、文字說明容易瞭解與人員解說容易瞭解。本研究採用邏輯斯迴歸與相關分析檢定，本文三大假說：教育程度越高的人越不喜歡使用直效通路、強制保險容易透過這些通路銷售及專業度會遭受質疑等。全部都成立。 The paper of purpose is to test characteristics of individual property insurance direct channels. There are 363 questionnaires collected form Taipei county, Taipei city, Taoyuan County, and Hsinchu County. Our empirical approaches follow as: cross table, logistic regression, and correlation coefficients. The paper has three outcomes: first, consumers like an easier direct channel, such as Internet. However, consumers dislike individual property insurance salesman, who used telephone to promote his insurance goods. Telephone channel has insecurity and difficultly characteristics. On the other hand, consumers have high level of education, which dislikes direct channels. Compulsory insurance often used direct channels to promote. Moreover, consumers say that they dislike direct channels reason as unprofessional.
