Enhance the awareness and insurance risk diversification of financial instruments, as of 2011, Taiwan''s life insurance insurance density was 215.8 percent, which means that everyone has at least 2.1 policyholders; insured depth of 29.4%, in other words , people on average 29.4 yuan per $ 100 of income is spent on the purchase of insurance products, including the world''s first higher insured depth. Taiwan so many people to buy insurance, what factors affect the purchase of life insurance products will attract buy life insurance merchandise, or under what circumstances? Behavior as consumers buy life insurance, from early passive buy (the salesman to sell insurance), to the active purchase (own to find the salesman to buy insurance); during the change, after the change of the concept of long-term (government encouragement and media coverage) insurance (enhance risk awareness, and overall changes in the environment diversification of commodities), so that the increasing demand for insurance.
This study to the overall feeling of the life insurance company (insurance products, credibility and visibility, claims services, promotions), the life insurance company clerk characteristics (service attitude, professionalism, moral conduct), changes in the overall economic environment (market interest rates, capital markets, labor markets, taxation concessions) and population structure, social welfare and social insurance payments are other dimensions to be explored.
In addition, the study through questionnaires and answer mode and distribution, for a total of 600 questionnaires filled in counties and cities in Taiwan and recovered 537 questionnaires were using Likert scale (Likert scale) option labeled design differences, deduction of leakage Answer by untrue answer of 52 copies, so the actual effective sample of 485 copies,while the overall questionnaire recoveries up to 90.3%. The study results show that:
Assumption 1: demographic variables, for life insurance companies as a whole feel that there will be a significant difference - part of the establishment.
Assumption 2: different demographic variables, For the clerk service quality will be a significant difference - part of the establishment.
Assumption 3: different demographic variables, the difference that there will be significant changes in the overall economic environment. - part of the establishment.
Assumption 4: different demographic variables, there will be significant differences in the population structure, the social welfare system and social insurance payments are - part of the establishment.
Assumption 5: the clerk service quality significantly related to the overall feel of the life insurance companies - established.
Assumption 6: the overall economic environment, changes in population structure, the social welfare system and social insurance benefits - established.
This study will help life insurance companies to understand the structure of the overall environment for changes in consumer buying behavior, providing insurance product design and marketing strategies in the future, the development of a reference.