電視購物通路為近年來保險行銷的新興通路之一，屬直效行銷之一環。本研究針對個案公司曾在電視購物頻道銷售之四大類商品（分別為：住院日額還本型定期險／意外還本型終身險／一般帳戶型終身醫療保險／住院日額還本型終身險），由幾個面向進行分析：在影響消費者透過電視購物購買保單的因素方面，主要研究要被保人非同一人且為母親為子女購買保險，以及繳費方式為信用卡或月繳者之情形與電視購物通路的相關性。另外也從個人一般特性（要、被保險人之性別、婚姻狀況、職業類別、居住地區等）探討與電視購物通路之相關性，此外，本研究並探討電視購物通路及其他因素對保單失效率及損失率之影響。 經實證結果顯示：（一）「母親為子女購買保險」方面：由母親為子女購買保險者，相較於非母親為子女購買者，較會透過電視通路購買住院日額還本定期險、意外還本終身險，及住院日額還本終身險三類商品。（二）「繳費方式」方面：偏好以信用卡或月繳方式繳交保費者，較會透過電視購物通路購買保險。（三）保單失效率方面：透過電視通路購買住院日額還本定期險商品的失效率較低，但意外還本終身險及一般帳戶型醫療終身險類商品則失效率較高，而住院日額還本終身保險商品則關係不顯著。（四）保單損失率方面：透過電視購物通路購買住院日額還本定期險商品不會產生較高損失率（惟信賴水準僅79%），但其他三類商品則無顯著相關。 TV shopping channel is a new distribution of life insurance marketing. It is also part of direct marketing distribution. This research focuses on four types of life insurance products which are developed by the case company and also have been sold on TV shopping channel. These products include: [Type A] RP (return premium) and hospitalization term insurance; [Type B] RP and accident whole life insurance; [Type C] health whole life insurance and [Type D] RP and hospitalization whole life insurance. This research tries to analyze the correlation between TV shopping channel and the purchasing behavior from some aspects: (1) if the applicant and the insured are mother and their child, (2) consumers who prefer to pay premium monthly or pay by credit card, (3) individual characters (eg. gender, marriage, occupation and area). In addition, this research also tries to analyze the relationship of the lapse and loss ratio and TV shopping channel or other factors.
The findings are as below: First, people who are mother and buy for her children have more intention on purchasing insurance of Type A, B and D via TV shopping channel. Second, people who prefer paying premium monthly or paying by credit card have more intention on purchasing insurance via TV shopping channel. Third, on the aspect of lapse rate, Type A policies sold by TV shopping channel have low lapse rate, but type B & type C policies sold by TV shopping channel have high lapse rate. Last, on the aspect of loss ratio, Type A policies sold via TV shopping channel seem to have low loss ratio (but the confidence interval is 79% only) while the other three types of policies don’t have enough significance.
