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，以便產險公司在了解消費者購買決策之後，制定更貼近消費族群的創新產險商品與提供更優質的服務。 主要目的為:1.探討年輕族群的消費者特色對於創新產險商品購買意願之影響。2.探討年輕族群的創新接受程度對於創新產險商品購買意願之影響。3.探討產品創新屬性對於年輕族群在產險商品購買意願之影響。4.探討年輕族群的消費者知識對於創新產險商品購買意願之影響。 本研究依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，將問卷分成消費者特色、創新接受程度、產品創新屬性、消費者知識、創新產險商品購買意願等五構面。本研究以居住在大台北地區的年輕族群為抽樣對象，利用傳統問卷及網路問卷方式收集樣本資料，總計回收830份問卷，有效問卷為700份，有效回收率為84.3％，經實證分析結果發現： （一）年輕族群創新接受程度越高，其創新產險商品購買意願越高。 （二）相對優勢和可觀察性對創新產險商品購買意願有顯著正向的影響。 （三）說服知識對創新產險商品購買意願有顯著正向的影響。 （四）產品創新屬性透過消費者知識中介效果，會影響創新產險商品購買意願。 The main theme of this study focus on the discussion of the marriage insurance. It tends to research on the factors which affect domestic young adults to purchase an innovative insurance products in order for insurance companies to understand consumers'' purchasing decisions. so as to establish innovative insurance products that meets the consumer groups and provide better service. The main purposes are： (1)Explore the influences of young adults’ characteristics on purchase intentions toward innovative insurance products. (2)Explore the influences of young adults’ acceptance of innovation toward purchase intentions of innovative insurance products. (3)Explore the influences of New Product’s attributes on young adults’ purchase intentions toward innovative insurance products. (4)Explore the influences of young adults’ knowledge on purchase intentions toward innovative insurance products. Based on Holak''s New Product Adoption Model (1988) and Rogers''s Innovation Diffusion Model (1995),the questionnaire in this research is divided into the following five dimensions: consumer characteristics, innovation acceptance, characteristics of innovative product, consumer knowledge and purchase intentions for innovative insurance products. The sample, collected through both traditional and on-line questionnaire from young adults living in the greater Taipei area,result in total number of 830 copies with 700 valid questionnaires and the effective received rate of 84.3%. The analysis shows that： (1) The young adults innovation acceptance has a positive relationship with purchase intentions toward innovative insurance products. (2) The comparative advantage and the observability shows a significant positive effect on the purchase intentions toward innovative insurance products. (3) The persuasion knowledge has significant positive impact on the purchase intentions toward innovative insurance products. (4) The intermediate effect of consumer knowledge of the characteristics of innovative new product shows an effect on the purchase intentions for innovative insurance products.
