消費者對殘廢扶助保險與長期照顧保險之差異認知

Are There Any Difference Between Disability Support Insurance And Long-Term Care Insurance？From The Consumers View Point

蔣筱玉(Hsiao-Yu Chiang)

指導教授 ： 曾妙慧

淡江大學/商管學院/保險學系保險經營碩士在職專班/碩士(2016年)

https://doi.org/10.6846/TKU.2016.00433

摘要

現今醫療衛生設備的普及以及醫藥科技的進步使國人平均壽命延長，而人口老化問題也伴隨著失能人口的增加。而家庭型態及國人價值觀改變，加上少子化及婦女就業率提高而導致家庭照顧功能日益薄弱。未來長期照顧需求除了大幅提升之外，主要會仰賴外援，因而使國人意識到長期照顧保障之需求及重要性。保險公司推廣長期照顧保險已有多年，但種種因素導致市場接受度不高，所以銷售量一直不佳。近幾年有保險公司推出殘廢扶助保險，訴求長期照顧保障功能，保費與長期照顧保險相比也較為低廉，且理賠認定上，以殘廢等級認定較為明確。商品推出後，在市場上引起熱烈迴響，短短時間內銷售量已超越長期照顧保險。以現階段殘扶險行銷訴求觀點上，消費者是否瞭解這二項商品之保障差異？本論文以有購買殘廢扶助保險的消費者為調查對象進行研究分析，研究結果如下：1.清楚瞭解殘廢扶助保險之族群，瞭解商品主要保障範圍為解決發生殘廢導致的風險；但不清楚殘廢扶助保險之族群，認知保障範圍為解決老化或是罹患重病時的風險。2.不同年齡層購買殘廢扶助保險有不同保障需求。教育程度越高越清楚瞭解殘廢扶助保險保障；但教育程度越高不代表越清楚瞭解。3.長期照顧保險保障，而是有購買長期照顧保險之消費者與未購買者相比，前者越清楚瞭解保障內容，顯示是否瞭解商品內容與購買程度相關聯性。4.親朋友好友，家中是否有中重度殘廢或處於需要被照顧的狀態，影響族群購買保障之實際需求。

關鍵字

殘廢扶助保險 ； 殘扶險 ； 長期照顧保險 ； 長照險 ； 保險差異認知

並列摘要

Thanks to the availability of healthcare services and advancement in medical technology, the average life expectancy of people in Taiwan is increasing, which also results in a gradually ageing population structure. While population ageing is accompanied by a rise in people with disabilities, low birth rate and increase in the percentage of women who are employed further weaken the function of family care for disabled people. As demand for long-term care escalates in the future, a large percentage of the care will reply on external support. Thus people in Taiwan become more and more aware of the necessity and the importance of long-term care protection.
Insurance companies in Taiwan have been offering long-term care insurance (LTC insurance) for many years. Somehow its market acceptance has been lukewarm for various reasons. In recent years, some insurance companies introduce disability support insurance (DS insurance) that stresses long-term care protection. The premiums of such products are relatively low in comparison with long-term care insurance, and their benefits are more clearly defined for they are determined based on the degree of disability. DS insurance products have been warmly received in the market since their launch and their sales have surpassed that of long-term care insurance in a short period of time.From the marketing perspective of DS insurance, do consumers really understand the difference in the protection offered by those two types of products? This paper studies this topic targeting consumers who have purchased DS insurance and finds the following:1.Study subjects who clearly understand the nature of DS insurance realize that the product mainly covers the risk of disability; but study subjects who are not clear about the nature of DS insurance believe the product covers risks associated with ageing or dread disease.2.People in different age groups purchase DS insurance out of different protection needs.3.Study subjects who are higher educated understand more clearly the protection offered by DS insurance. However higher education does not mean better understanding of the protection offered by LTC insurance. Rather by comparing
consumers who have and who have not purchased LTC insurance, the former understand better the nature of protection offered by LTC insurance, suggesting a correlation between comprehension of a product and the degree of consumer involvement. 4.Whether families or friends have moderately or severely disabled patients or patients who need constant care at home influences the decision of study subjects to purchase protection.

並列關鍵字

disability support insurance ； DS insurance ； long-term care insurance ； LTC insurance ； awareness of difference in insurance protection

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