臺灣癌症保險購買行為之研究

淡江大學機構典藏 > 商管學院 > 風險管理與保險學系 > 學位論文 > Item 987654321/51728

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题名:	臺灣癌症保險購買行為之研究
其它题名:	The purchasing behavior of Taiwan's cancer insurance 台灣癌症保險購買行為之研究
作者:	張堯珈;Chang, Yao-chia
贡献者:	淡江大學保險學系保險經營碩士在職專班汪琪玲;Wang, Kili C.
关键词:	癌症保險;購買行為;逆選擇;有利選擇;Cancer insurance;purchasing behavior;Adverse Selection;advantageous selection
日期:	2010
上传时间:	2010-09-23 15:55:29 (UTC+8)
摘要:	本研究以某國內前五大之壽險公司保戶為對象，以問卷方式探討其對癌症保險的購買行為，試圖分析出何種背景或特性的個人，較有購買癌症保險的意願，以幫助保險公司充份了解癌症險的客群。本問卷共發出2500份，經回收之2059份有效問卷中發現，與癌症保險購買行為相關之個人特性如下：一、就「性別」而言，男性相較於女性較不會購買癌症保險。二、就「婚姻狀況」而言，已婚者相較於單身者（含喪偶者），較會購買癌症保險。三、在「職業」方面，職業類別為「專業人士」、「軍公教」及「自營商」者，相較於其他職業人士，較不會購買癌症保險。而「保險從業者」相較於其他職業，則較會購買癌症保險。另外，本文由「逆選擇」及「有利選擇」兩個面向的風險型態研究影響個人購買癌症險的意願。本研究發現具有「癌症家族病史」與「高血壓或心臟病家族病史」者，較會購買癌症保險，此即可視為「逆選擇」的一項隱藏訊息；而在有利選擇的風險型態因素方面，研究結果發現：「有運動習慣者」、「有服用維他命習慣者」，以及「無風險性投資（以存款、基金及儲蓄型保險為理財方式）」者，較會購買癌症保險。此即符合「有利選擇」的假設，亦即，這些對於自身健康或財富較為注重及謹慎的個人，因為行事愈小心，事故發生機率反而愈低，對於保險公司形成一種「有利選擇」，若投保癌症險的保戶多為有利選擇下的投保者，保險公司則可因此賺得利潤。故保險公司可利用此類個人的「小心行為」的隱藏訊息，如運動習慣、服用維他命習慣、理財方式等，來找出適當客群。 The purpose of this research is to understand more about the customers of cancer insurance. Using questionnaires distributed to the insured of the TOP 5 insurance company, this paper tries to find out individuals of what background or characteristics are intended to purchase cancer insurance. The sample size of subject is 2500 in this survey, and 2059 of them are effective. In the aspect of individual characters on cancer insurance purchasing behavior, the results are showed as below: (1) Males have less intention to purchase cancer insurance than females. (2) Married people have more intention to purchase cancer insurance than un-married people (including widow and widower). (3)Professionals, public servants, and businessman have less intention to purchase cancer insurance than people with other occupations. On the contrary, insurance salespersons have much higher intention to purchase cancer insurance. In addition, this paper tries to analyze individual’s intention on purchasing cancer insurance from two aspects of risk types, adverse selection and advantageous selection. The findings are as below: First, people who have family histories of cancer, hypertension or heart disease have more intention on purchasing cancer insurance. It can be regarded as the hidden information of ‘adverse selection’. Second, on the aspect of advantageous selection risk type, people who have habits of taking exercise, taking vitamins, and who prefer non-risk investment (eg deposit, fund or insurance) have more intention on purchasing cancer insurance. Those results just meet the hypothesis of advantageous selection. It means that people who take care about their own health and wealth have lower probabilities on accident because they act carefully, and it will be an advantageous selection to the insurance company. If the insured of cancer insurance are kind of advantageous selection, the insurance company can earn profits. Therefore, insurance companies can find out proper customers by the hidden information of the individual’s ‘careful acts’, such as taking exercise, taking vitamins and ways of finance management.
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