淡江大學機構典藏:Item 987654321/78124
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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/78124


    Title: 年輕族群對創新產險商品購買意願之研究
    Other Titles: A Study on Purchase Intention of Young Adults Toward Innovative Insurance
    Authors: 胡宜仁;楊文;李珮瑄
    Contributors: 淡江大學保險學系
    Keywords: 創新產險商品購買意願;消費者特色;創新接受程度;產品創新屬性;消費者知識
    Date: 2012-09
    Issue Date: 2012-08-31 14:13:33 (UTC+8)
    Publisher: 台北市：財團法人保險事業發展中心
    Abstract: 本研究以探討結婚綜合保險為主題，希望了解目前國內年輕族群對於創新產險商品的購買因素，依Holak（1988）的新產品採用模型及Rogers（1995）的創新擴散屬性模型為基礎，以居住在大台北地區的年輕族群為抽樣對象，總計有效問卷為700份，有效回收率為84.3％。
    經實證結果發現，年輕族群創新接受程度越高，其購買意願越高。而相對優勢、可觀察性和說服知識對購買意願有顯著正向影響。在產品創新屬性方面透過消費者知識中介效果，也會影響購買意願。
    Relation: 保險經營與制度 11(2)，頁215-244
    Appears in Collections:[Graduate Institute & Department of Insurance Insurance] Journal Article
    [Graduate Institute & Department of Statistics] Journal Article

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