壽險保戶購買長期照護險決策行為之研究－以南部地區為例

由於民眾對長期照護的風險認知不多，加上長期照護商品的資訊不夠，而且長期照護險的保費較一般壽險或醫療險為高，所以在銷售的市場佔有率上並不高。但隨著政府在100年3月通過「長期照護服務法」，並在101年推動「長期照護保險法」之立法，因此在政府所提供的基本照護服務需求外，民眾仍須依照本身需求購買適合自己的商業性長期照護保險商品，才能補足社會性保險的不足。本研究以Kotler (1997)提出的「消費者行為模式」觀點作為理論基礎，並針對臺灣南部地區三縣市─台南市、高雄市及屏東縣之壽險保戶進行問卷調查及實證研究，進而了解壽險保戶購買長期照護保險的動機及其對長期照護保險的認知程度，以及分析相關社會因素是否會影響其購買決策之考量，進而探討影響壽險保戶購買長期照護保險決策行為的主要因素。本研究發現受訪者近期購買長期照護保險的意願偏低，僅占30.7%，主要原因是國人尚未充分認知長期照護保險的功能及其重要性。而購買長照保險的動機則以台灣進入高齡化社會，國人慢性疾病增多的生活型態改變，因此對支出照護費用及家庭造成經濟負擔的看法最為認同；而每月負擔長照費用則以20,001-30,000元為最高，每月負擔保費以2,001-3,000元為多數。另外長照險以「主約保單方式」銷售為主，而不願意購買長照險之原因為已有其他保險;另外高所得及已婚者對購買長照險較有實際感受，未來建議要持續教育消費者認識長照險，也要針對不同個人屬性設計不同長照險之內容及商品，而政府則要利用其他財源來讓中低收入民眾可獲得基本長照保障。

關鍵字

長期照護險；消費者行為模式；壽險保戶

並列摘要

Because people on long-term care commodity lack of awareness, coupled with long-term care insurance premiums than the average life insurance or medical insurance is high, so the market sales is not high. However, Taiwan in March 2011 by the ＂Long Term Care Act＂, and in 2012 began to promote ＂long-term care insurance law.＂ The government provided care only meet the basic care service needs, people still need in accordance with their own needs to buy for their own long-term care Insurance merchandise, to complement the lack of social insurance. The study is based on the ＂Consumer Behavior Model＂ theory by Philip Kotler (1997); we conduct a surrey to investigate the key factors in decision making of long-term care insurance purchasing on policyholders in three southern districts: Tainan, Kaohsiung and Pingtung. The study also finds the willingness to purchase long-term care insurance is low recently, merely 30.7%. The main reason should be the public are not aware of the benefits and importance of long-term care insurance yet. Motivation of to buy long-term care insurance, mainly in Taiwan to enter the aging society, chronic diseases increase and lifestyle change, expenditure care costs and economic burden on families view the most recognition. The monthly burden of long-term care costs 20001-30000 yuan for the highest burden of premiums for the 2001-3000 yuan per month for the majority, and long-term care insurance to the ＂Master Policy way＂ sales-oriented, and the reason reluctant to buy long-term care insurance of places has other insurance. Also high income and married to buy long-term care insurance are more feelings, it is proposed to continue to educate consumers recognize long-term care insurance, long-term care insurance and the design of different goods for different personal property, and the government to make use of other sources of income to make low income people access to basic protection..