以保險公司觀點分析犬貓飼主購買寵物保險之決策因素

An Analysis on the Decision-making Factors for Purchasing Pet Insurance from the Perspective of Insurance Companies

廖佩芳(Pei-Fang Liao)

指導教授 ： 盛子駿

嶺東科技大學/商管學院/企業管理系高階經營管理碩士在職專班/碩士(2021年)

摘要

隨著台灣社會經濟環境型態及家庭人口結構的轉變，寵物已逐漸成為家庭精神寄託之重要一員。然而寵物不像人類有全民健康保險之補助，故對於寵物因疾病或傷害所致之醫療費用以及寵物侵權行為所致之賠償責任將是會對飼主來不少之負擔。本研究以保險公司觀點分析犬貓飼主購買寵物保險之決策因素為研究的主題為方向，旨在分析飼主購買寵物保險時需要考慮之各項條件與外部之影響變數評估因素構面與評估準則之相對權重關係，幫助企業經營者及策略制定者更加了解飼主欲購買寵物保險時所考量的構面因素。本研究發現，保險公司品牌形象、保險公司規模與財務狀況、理賠申請方式及流程友善程度及、保險公司銷售管道、飼主自身條件習慣、開發增加保險險種及政府法規與政策等，將大大影響犬貓飼主購買寵物保險之意願。研究結果也暗示，多數飼主還是將犬貓當寵物之心態飼養，想當然對於寵物保險則就無法以人類的保險一般等同看待了。

關鍵字

犬貓寵物保險 ； 保險購買決策 ； 保險公司品牌形象 ； 模糊層級分析

並列摘要

With the transformation of Taiwan's socio-economic environment and family demographic structure, pets have gradually become an important member of the family's spiritual sustenance. However, pets are not subsidized by universal health insurance like human beings. Therefore, the liability for compensation for medical expenses caused by pets due to illness or injury and pet infringements will be a lot of burden on owners. This research takes the insurance company's point of view to analyze the decision-making factors of dog and cat owners purchasing pet insurance as the research theme. It aims to analyze the various conditions and external influencing variables that owners need to consider when purchasing pet insurance. The relative weight relationship helps business operators and strategy makers to better understand the factors considered when owners want to purchase pet insurance. This study found that the brand image of insurance companies, the scale and financial status of insurance companies, the friendliness of claims application methods and procedures, the sales channels of insurance companies, the owner’s own conditions and habits, the development and increase of insurance types, and government regulations and policies will greatly affect the willingness of dog and cat owners to purchase pet insurance. The results of the study also suggest that most owners still keep dogs and cats as pets. Of course, pet insurance cannot be regarded as human insurance.

並列關鍵字

Dog and Cat pet insurance ； The policy of insurance purchase decision ； The insurance company brand image ； fuzzy hierarchical analysis

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