消費者金錢態度、知覺風險對投資型保險購買意願之研究

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Title:	消費者金錢態度、知覺風險對投資型保險購買意願之研究
Other Titles:	Study of money attitude, perceived risk and consumer purchase intention on investment linked insurance products
Authors:	張祐誠;Chang, Yu-Cheng
Contributors:	淡江大學保險學系保險經營碩士班胡宜仁
Keywords:	投資型保險;金錢態度;知覺風險;購買意願;Investment Linked Insurance;Money attitude;perceived risk;Purchase Intention
Date:	2013
Issue Date:	2014-01-23 13:42:31 (UTC+8)
Abstract:	投資型保險兼具投資與保障功能，從2001年推出以來壽險市場快速發展，至2007年市占率更高達61.8%。2008年一場金融危機，導致投資型保險帳戶開始出現虧損，之後投資型保險商品亦開始創新發展。本研究探討消費者在經過2008年全球金融危機與2011年歐洲主權債信危機之後，其金錢態度、知覺風險對於未來投資型保險之購買意願是否會有顯著與相關性，值得進一步研究。本研究以Yamauchi and Temple（1982）金錢態度量表（Money Attitude Scale）與陳券彪、周志杰(2007)之研究「知覺風險」變數為理論基礎，將問卷分成消費者特色、金錢態度、投資型保險認知程度、購買評估因素、知覺風險、投資型保險購買意願六大構面。調查居住在大台北地區的20歲以上消費者為抽樣對象，利用傳統問卷及網路問卷方式收集樣本資料，總計回收1000份問卷，有效問卷為880 份，有效回收率為88％，經實證分析結果發現： (一)消費者特色中「年齡」、「婚姻狀況」、「職業」、「個人每月薪資所得」、「年度保費佔年收入比例」、「目前同住的家人中是否有人從事過保險業」、「是否曾經購買過投資型保險」與投資型保險購買意願為顯著正相關。 (二)消費者金錢態度對投資型保險購買意願有顯著正向影響。 (三)投資型保險認知程度與投資型保險購買意願有顯著正向影響。 (四)購買評估因素與投資型保險購買意願有顯著正向影響。 (五)知覺風險與投資型保險購買意願有顯著差異。 (六)知覺風險會透過投資型保險認知程度中介效果，影響到投資型保險購買意願。 There are both investment and insurance on investment linked insurance products. It began in 2001, and rapid expansion on life insurance industry until 2007,the market share rate was 61.8%. Go thought 2008 Financial Crisis, investment linked insurance products accumulation account value were decreased. Then, investment linked insurance products design innovation. This study focus on money attitude, perceived risk and consumer purchase intention on investment linked insurance products after 2008 Financial Crisis and 2011 European Debt Crisis. Based on Yamauchi and Temple''s Money Attitude Scale (1982) and Chen and Chou(2007) study ,the questionnaire in this research is divided into the following six dimensions: consumer characteristics, money attitude , investment linked insurance cognition degree, purchase evaluation criteria, perceived risk and purchase intentions on Investment Linked Insurance Products. The sample, collected through both traditional and on-line questionnaire from consumer living in the greater Taipei area,result in total number of 1000 copies with 880 valid questionnaires and the effective received rate of 88%. The analysis shows that： (1) The consumer characteristics ( include age, marital status, occupation ,income, annuity premium divided by annuity income, family have worked in insurance company and have brought investment linked insurance products.) have a positive relationship with purchase intentions toward investment linked insurance products. (2) The money attitude has significant positive impact on the purchase intentions toward investment linked insurance products. (3) The investment linked insurance cognition degree has significant positive impact on the purchase intentions toward investment linked insurance products. (4) The purchase evaluation criteria has significant positive impact on the purchase intentions toward investment linked insurance products. (5) The perceived risk would effect on the purchase intentions toward investment linked insurance products. (6) The intermediate effect of investment linked insurance cognition degree of perceived risk shows an effect on the purchase intention on investment linked insurance products.
Appears in Collections:	[Graduate Institute & Department of Insurance Insurance] Thesis

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