|Abstract: ||由於人口老化以及平均餘命延長，國人對於健康保險的需求日益增加，本研究擬以問卷調查的方式，探討影響消費者購買商業健康保險的因素為何。本研究係針對大台北地區年滿20歲至65歲具有商業健康保險購買經驗之居民為研究對象，發出350份問卷，回收277份，回收率為79%。研究方法為描述性統計分析、信度分析(Reliability Analysis)、交叉分析(Crosstable)、單因子變異數分析(One-Way Analysis)。本問卷旨在分析人口統計變項、健康狀況及健康風險認知、購買健康保險商品的情形與購買健康保險之評估準則等各變數間的關聯性或差異性，用以探討影響消費者對於商業健康保險之購買因素。經研究後發現，性別、年齡、每月所得與有無購買健康保險具有關聯性，年齡、每月所得、家族遺傳疾病對於每年保費支出具有顯著影響。而受訪者最害怕面臨健康的風險是怕造成家人的負擔，其次則為行動不便或需長期臥床，第三則是沒有足夠的醫療資金。投保健康保險的原因中「為將來的醫療費用做準備」為最多，其次為「分擔子女未來保險負擔」，第三則為覺得「公、勞、軍、健保的保障還不足」。未購買商業健康保險的原因，以「經濟壓力考量」為最多，其次為「對保險不了解」與「覺得公、勞、軍、健保的保障已足夠」，因此保險公司可加強利用行銷管道，宣傳健康保險的重要性，並著重於健康保險與人壽保險(life insurance)之差異性與互補性。購買評估準則中以「理賠迅速」最受消費者重視，其次是「保障內容」與「售後服務」，也有近六成受訪者重視「業務員的服務態度」與「業務員的專業程度」，根據研究結果顯示，每年保費支出對於保障內容及售後服務具有顯著的影響。因此擴大保障範圍，提供產品差異化，並強化業務人員的教育訓練，提昇專業素質，加強其服務態度，以降低保戶脫退率。|
Due to the aging of population and the extension of life expectancy, people’s need for health insurance increases, and this treatise tries to explore the factors influencing the purchase of health insurance with the method of questionnaire survey.
The objects of my research consist of residents living in Taipei area, from twenty to sixty-five years old, with the experience of the purchase of commercial health insurance. At first I sent out 350 copies of questionnaires, and then I retrieved 277 copies, so finally the returns ratio is 79%.
My research methods include descriptive statistical analysis, reliability analysis, crosstable analysis and one-way analysis. My questionnaire aims at analyzing the relevance and difference among those variables of demographic statistical variable, recognition of health risk, the purchase of commercial health insurance, and valuating criterions of commercial health insurance purchase. As a result, I will use these variables to explore the factors influencing consumer’s purchase of health insurance.
After analysis I find that gender, age, and month income have some relevance to the purchase of health insurance, and age, month income, and family hereditary disease have strong influence to insurance expenditure per year. And what my respondents most afraid of is to result in the burden of family members, and what they secondarily afraid of is the long-term stay on bed due to disabilities. What they thirdly afraid of is the shortage of medical expenditure.
Among all the factors of health insurance, the most important factor is “the preparation for future medical expenditure,” the second important factor is to share the future insurance burden of children, and the third important factor is the insufficiency of civil servant insurance, labor insurance, military insurance, and national health insurance. Among the factors of non-purchase of commercial health insurance, the most important factor is “the economic pressure,” then the second important factors are “unfamiliarity to insurance,” and “to think that the protection of civil servant insurance, labor insurance, military insurance and national health insurance is enough.” Therefore, insurance company can increase the channels of marketing, advertise the importance of health insurance, and emphasize the difference and complementariness of health insurance and life insurance.
Among all the valuating criterions of purchase, the most attracting factor for consumers is “rapid claim”then the second attracting factor for consumers are“coverage” and “post-sale service.” Sixty percent of respondents emphasize “the attitude of agent” and “professionalization of agent.” My research reveals that insurance expenditure per year has strong influence to “ coverage” and “post-sale service.” As a result, the extension of coverage, the differentiation of commodity, strengthening the educational training, improving the professionalization, and improving agent''s attitude, those factors can lower the lapse rate of policyholder.