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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/74102

    Title: 女性消費者購買保險商品意願之探討 : 以女性專屬保險商品為例
    Other Titles: A study of female consumer's insurance product buying-case study : female exclusive insurance product
    Authors: 陳玉蓉;Chen, Yu-Jung
    Contributors: 淡江大學保險學系保險經營碩士在職專班
    胡宜仁;Hu, Yi-Jen
    Keywords: 女性專屬保險商品;Female Consumer's Insurance Product
    Date: 2011
    Issue Date: 2011-12-28 18:04:12 (UTC+8)
    Abstract: 近年來隨著全球經濟環境的變化與社會結構的變遷,國民所得逐漸提升的現象,使得女性的生活型態與消費能力改變及市場成長率不斷上升。由於女性消費者在整體消費市場的重要性提升,行銷人員必須更精確的掌握女性消費者的心理需求及消費態度,而發展出最適的商品。而近年來保險市場上,由於女性的影響力日漸茁壯,並且在消費能力上及市場成長率不斷上升,使得女性市場成為保險公司更加重視的商機。因此,本研究將探討女性消費者行為特性,並利用市場區隔做歸納分析,以期能供保險業者擬定其行銷策略之參考。
    In recent years, global financial environment and society structures have changed. The sign of GDP per head has increased. Therefore the women’s lifestyle and spending habits have also developed to a higher class. As the result of it, it leads to a higher participation on either services or goods within the market.
    As above mentioned the market has paid more attention on women’s consumption habits. The sales have to be more precisely to capture the females’ needs and what they think of for the services and products. Thus it could lead to the most suitable products. In recent years of insurance market, the influence from women has grown more significant. This also applies to consumption and the proportion of between male and female in the market. This leads to insurance companies to concentrate on more about the female market. As the result of it, we are going to focus the study of women’s spending behaviors and also using the market segment to help the insurance firms to make the marketing strategy.
    The first main purpose of this study is to know the life style differences between different female groups and to give the overall view of each group.
    Secondly, to know the population statistics in each groups and this could lead to the overall picture of it. Thirdly, by knowing the differences of purchasing an insurance product in each group and this could lead to the picture of overall difference in each group.
    Study found:
    1: Different life style and population statistics variables in each female group show that there is a significant differences between each group. Thus we could use the life style and population statistics variables in each group to make the differentiation and to give the most suitable marketing strategy.
    2: With different female groups the decisions variables would influence the decisions. Thus different style would influence the stage of making the purchasing decision.
    3: The life style is based on each single’s personal value and their personality and as the result of it would influence purchasing decisions. Thus by knowing the female’s life style we could know the factors that may influence them while they make the decisions.
    Appears in Collections:[風險管理與保險學系] 學位論文

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