- 學位論文
保險業廣告行銷對消費者購買意願之影響－以香港為背景
Did The Advertising of Insurance Industry Affect The Customer’s Buying Intention－Take Hong Kong’s Market For Example
摘要
在現今香港社會上，保險業之間的競爭日漸激烈，不同的保險公司為了增加客源使其公司的競爭力提升，而花費大量的支出於廣告行銷上。而廣告亦是傳播媒體中能夠最快把產品信息傳遞給消費者。除此之外，香港保險業廣告與台灣保險業廣告截然不同。香港保險廣告會於廣告中加入很多元素，例如：代言人、歌曲、公司標誌等，吸引消費者觀看。並且台灣市民更偏向於從保險業務員購買保險，但卻未知香港市民概況。 因此本論文會從「廣告行銷」、「品牌形象」、「產品認知度」及「購買意願」四個構面並使用網絡問卷調查方式，向香港一般市民大眾發放並進行調查。 研究結果顯示，發現大部分市民比較注重保險公司的口碑、聲譽、品牌知名度及市場佔有率等等的因素。而廣告所使用到的元素，如：顏色和公司標誌等也會加深消費者對該保險企業形象。同時亦發現香港人對比向保險業務員購買保險商品，更偏向於願意使用網絡投保，這情況與台灣比較卻是相反。但儘管如此，廣告行銷確實對於消費者的購買決策和意願有正向並且顯著的影響力。
並列摘要
In today's Hong Kong society, the competition among the insurance industry is becoming increasingly fierce. Different insurance companies spend a lot of money on advertising and marketing to increase the source of customers and improve the competitiveness of their companies. Advertisement is also the fastest way to convey product information to consumers in the communication media. In addition, Hong Kong insurance advertisements are quite different from Taiwan insurance advertisements. Hong Kong insurance advertisements will add many elements to the advertisements, such as spokespersons, songs, company logos, etc., to attract consumers to watch. Moreover, Taiwanese citizens are more inclined to buy insurance from insurance salesmen, but they do not know the general situation of Hong Kong citizens. Therefore, this thesis will distribute and survey the public in Hong Kong from the four aspects of "advertising marketing", "brand image", "product awareness" and "purchase intention" and use the method of online questionnaire survey. The results of the study show that most citizens pay more attention to factors such as word of mouth, reputation, brand awareness and market share of insurance companies. The elements used in advertisements, such as: color and company logo, etc. will also deepen consumers' image of the insurance company. At the same time, it is also found that Hong Kong people are more willing to use the Internet to buy insurance than to buy insurance products from insurance salesmen. This situation is the opposite when compared with Taiwan. But despite this, advertising marketing does have a positive and significant influence on consumers' purchasing decisions and intentions.