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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32332

    Title: 商業長期看護保險消費者購買行為之探討
    Other Titles: Research into consumer brying behavior in long-term care insurance
    Authors: 丁艾玲;Ting, Ai-ling
    Contributors: 淡江大學保險學系保險經營碩士在職專班
    曾妙慧;Tsen, Miao-huei
    Keywords: 長期看護保險;消費者購買行為;購買決策;Long-Term Care Insurance;Consumer Behavior;Purchasing Decision
    Date: 2008
    Issue Date: 2010-01-11 01:59:56 (UTC+8)
    Abstract: 台灣社會在面臨人口高齡化、低生育率和人類預期壽命的延長、現代醫學科技進步再加上失去健康需要他人看護的人數逐年增加,因而提昇了長期看護的大量需求。
    Long-Term Care business becomes more predictable and mature in Taiwan in the recent years due to the following, increasing aged people, low birth rate, good medical skill and treatment, and original demands caused by accident or diseases.
    There are 29 Life Insurance companies in Taiwan and only 8 of them are equipped with Long-Term Care Insurance product. The overall sales record of this product among those 8 companies is not good. This Research is base on the questionnaire for people who are 30 to 60 years old and currently live in Taipei City. And each person of this target group has at least one family member requiring Long-Term Care service. There are two sections, Section One is the factor table of buying Long-Term Care Insurance while Section Two is the Analysis of Demographics.
    There are 3 segments of this research, Single Woman, Married Woman and Middle-aged People. These segments are defined by demographics factor, the monthly income of each family and the expected spending on Long-Term Care Insurance product. It will also further discuss the differences of the Buying Process in each segment such as First Evaluation, Buying Motives, the Source of Information and Brand Loyalty. Base on this Research, the most important factor in the buying process is the Sales Representative. The important sources of information are friends, relatives and Sales Rep. while Brand Loyalty is a big factor for people who bought other insurance products before. It also indicates that minimizing the impact of the family economy is the main Buying Motive.
    The Conclusion:
    1.Middle-aged People segment is the largest potential market for Long-Term Care Insurance product base on the factor of Buying Experience, while Single Woman is the most potential market base on the factor of Brand Loyalty.
    2.Effective Training Courses are essential to the Sales Rep. and will help them in both Consumer Recognition and Buying Motives during promotion process.
    3.Different Marketing Strategy of Long-Term Care Insurance can be created for each segment base on the factors of the buying process in this Research.
    Appears in Collections:[保險學系暨研究所] 學位論文

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