銀行保險消費者購買長期照護保險之意願研究

The Study of Bancassurance Consumer Purchase Long-term care Insurance Willingness

林靜宜(Ching-Yi Lin)

指導教授 ： 范姜肱

共同指導教授 ： 高棟梁

淡江大學/商管學院/保險學系保險經營碩士在職專班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00447

摘要

近幾年由於來台灣人口結構改變，使得老人安養、醫療費用及長期照護情形已成為社會大眾與政府所關注問題，而長期照護保險為其中一項因應保險商品。根據2014年壽險公會統計資料銀行保險通路占台灣整體保險市場比例達53.4%，顯示銀行保險通路為台灣保險公司最大的通路，若保險公司能克服在銀行通路銷售長期照護保險的困難，將會是長期照護保險是否普及的關鍵。
本研究主要之目的即在探究銀行保險消費者在銀行購買長期照護保險之意願，透過此在銀行購買長期照護保險之意願分析，可得知影響消費者願意或不願意在銀行購買長期保險之因素為何。而銀行消費者亦可區分為曾在銀行購買保險消費者與不曾在銀行購買保險消費者兩群體，所以本研究使用獨立樣本T檢定探究兩群體在購買意願是否有所差異；另一方面則從銀行理財專員角度來分析影響消費者購買意願。
研究結果顯示為：
一、銀行保險消費者與一般消費者在所影響購買意願因素中均無顯著差異，顯示在購買長期照護保險時均以「保險公司形象」為優先考慮因素，最後考慮因素為「人情因素」。
二、銀行保險消費者與一般消費者在不願意購買因素，在「長期照護保險無額外之稅賦優惠」因素有顯著差異，而且是對曾在銀行購買過保險消費者影響較大，其餘因素影響程度相同。
三、理財專員認為影響消費者不願意購買長期照護保險前三項因素為「長期照護風險意識不足」、「長期照護保險無法有效保障老年失能」及「長期照護保險保費昂貴」，其中又以「長期照護風險意識不足」影響最大，此結果與消費者問卷結果相反，顯示消費者已有長期照護風險意識，理專應該於銷售時探詢消費者是否有長期照護需求，而非直接拒絕銷售。

關鍵字

銀行保險 ； 購買意願 ； 長期照護保險

並列摘要

Due to changes of population structure in Taiwan, the elderly nursing, medical expenses and long-term care situation has become public concerns for the people and the government in recent years, long-term care insurance which respond to the insurance goods. In 2014, According to the report of statistics Life Insurance Association Taiwan , the proportion of bancassurance channel accounted for 53.4 percent of Taiwan's overall insurance market. Bancassurance channel display Taiwan's largest insurance company access. If the insurance company can overcome the difficulties in the bank channel sales of long-term care insurance, long-term care will be the key to whether the insurance universal.
The purpose of this study is bancassurance consumers will be willing to purchase the long-term care insurance, through the willingness to know the factors that affect consumers are willing or not willing to buy long-term insurance.
Consumers can be divided into two groups, one is consumers had purchased the insurance in the bank and the other one is consumers did not buy, therefor, this study to explore the use of independent sample T test whether two groups differ in purchase intention; on the other hand from the angle bank financial commissioner to analyze the impact consumer purchase intention.
The results showed as follows:
1.the banking and insurance consumers and the general consumer no significant differences in the willingness to buy influence factors, displayed in the purchase of long-term care are insured, "the insurance company's image" as a priority consideration, the final consideration as "human factor."
2.the banking and insurance consumers and the general consumers reluctant to purchase factor in the "Long-Term Care Insurance no extra tax concessions" factors are significant differences, but to the bank to buy the insurance had greater impact on consumers, and the remaining factors the same degree of influence.
3.the financial impact finds that consumers are reluctant to buy long-term care before the insurance three factors as "lack of long-term care risk awareness", "Long-Term Care Insurance cannot effectively protect the elderly disability" and "Long-Term Care Insurance premiums expensive", which went "lack of long-term care risk awareness," the greatest impact, the results contrast with the results of the consumer survey, indicates that consumers have been long-term care risk awareness and management professionals should inquire whether consumers who sells long-term care needs, rather than simply refuse to sell.

並列關鍵字

Bancassurance ； Wiliness ； Long-term care insurance

參考文獻

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