隨著競爭激烈及邊際利潤降低，產險業者已進入微利時代，傳統之價格競爭方式已無法滿足消費者之需求。因此瞭解及正視消費者之需求與權益，提供更用心、更有效率之服務，使消費者成為真正的受益者，方為業者經營及努力方向。本研究之主要目的為： 1.探討產險公司的企業形象、關係承諾與消費者購買行為之關聯性； 2.探討消費者購買經驗、個人風險特質與消費者購買行為之關聯性； 3.探討保險輔助人之功能對消費者購買行為之關聯性。 研究對象為台北縣、市年齡18歲以上不同行業之一般消費者，透過便利抽樣方式進行問卷調查。共計發放650份問卷，回收540份，問卷回收率為83.07%；有效問卷527份，有效問卷率為97.59%。 研究結果發現：產險公司企業形象對消費者購買行為有正向關聯性、消費者購買經驗及個人風險特質對購買行為有正向關聯性及保險輔助人功能對購買行為有正向關聯性。經本研究證實消費者最重視保險公司所提供之服務及理賠相關的承諾而不是保險費之高低，並且信任保險輔助人會為其利益著想，而不在乎價格上是否有優惠，仍願意透過保險輔助人代為規劃保險及提供保險服務。 In today’s hypercompetitive business environment, delighting consumer is required to remain competitive. Successful non-life insurance corporations are striving to identifying consumer’s needs and formulate strategies to fulfill their needs. The purpose of this research is to study the impacts of corporate image, relationship commitment, purchasing experiences, personal risk characteristic and insurance agent’s functions on personal non-life insurance purchasing behavior. This research objects are Taipei City and County consumers who are above 18-year-old. Questionnaires are distributed through convenience sample. By convenience sampling, the sample size is 650 which responses percentage is 83.07% and effective samples are 527. In this study, the analysis tool includes principle component, cluster analysis, variance analysis and correlation analysis. There are findings as following：the corporate image, purchasing experience, personal risk characteristic and insurance agent’s functions have positive effects on purchasing behavior while relationship commitment does not have the effect. The conclusion of this research shows that the most important factors viewed by customers are service of insurance corporation as well as the claim adjustment relative commitments rather than the premium rate. Under same situation without favorable premium, consumers will select insurance agents or brokers as their insurance service provider, for the reasons of consumers believe agents can provide more appropriate insurance programs than insurance corporations.
