消費者生活型態及人格特質對人壽保險購買決策影響之分析

An Analysis of the Effects of Personality Traits and Life Style on Consumer Purchase Decisions for Life Insurance

程平凡(Ping-Fan Cheng)

指導教授 ： 郝充仁

共同指導教授 ： 李雅婷

淡江大學/商學院/保險學系保險經營碩士在職專班/碩士(2009年)

https://doi.org/10.6846/TKU.2009.00696

摘要

本研究的目的旨在探討代表個人外在行為舉止的生活型態及代表個人內在觀點的人格特質等消費者心態分析對於購買人壽保險決策有無顯著影響。
本研究方法採問卷調查法為主，乃依據文獻分析的架構，編製調查問卷，施測對象為一般隨機抽樣消費大眾為量測對象。總計收回392份，回收率達78.40%，可用問卷382份，佔總母群體數76.40%。利用SPSS 12.0.7C版的電腦統計套裝軟體以及Microsoft Office Excel 2003進行相關的統計分析工作，再依各變項特性，利用次數分配、百分比、平均數分析、交叉分析、獨立樣本T檢定、單因子變異數分析、Tukey HSD法、Scheffe法、Dunnett檢定等事後多重比較、皮爾森相關係數雙尾檢定等統計分析方法得到以下結論：
第一、在人壽保險購買動機方面：消費者決策上差異很大，顯示消費者人壽保險購買動機明確；且在性別、年齡、婚姻、家庭平均月所得上呈顯著差異。
第二、在生活型態方面：消費者對於生活型態的影響與人壽保險購買動機呈顯著的正相關；而在年齡、婚姻、家庭平均月所得上呈顯著差異。
第三、在人格特質方面：消費者對於人格特質的影響與人壽保險購買動機呈顯著的正相關；而在年齡、婚姻、家庭平均月所得上呈顯著差異。
第四、人壽保險投保增幅、未來具有再次投保人壽保險能力的最佳族群、未來首次投保人壽保險的潛在最佳族群在生活型態、人格特質上都很明確。
並根據研究結果，就壽險公司、壽險業務主管、壽險業務員、未來研究者提出建議。

關鍵字

消費者 ； 生活型態 ； 人格特質 ； 人壽保險 ； 購買決策

並列摘要

The purpose of this study is to confer consumer point of view analyses both individual external behavior manner of life style and individual intrinsic perspective of personality traits would affect their decisions as they purchase life insurance or not.
The major method used by this study is questionnaire survey, which based on documentary analyzes structure. The samples of questioner are randomly chosen from general public. Total returns of those questionnaires are 392 samples and return rate is about 78.40%. Among those samples, usable one are 382 samples, which is 76.40% of total samples.
Using SPSS 12.07C Version computer statistic software and Microsoft Office Excel 2003 version to calculate and analyze those data based on each variable characteristic, using the number of times assignment, the percentage, the average, the cross-over analysis, the independent sample T-test, One-way ANOVA, Tukey HSD method, the Scheffe method, Dunnett test multiple comparisons, the Pearson correlation coefficient twin tails test to obtain the following conclusion afterward:
First, in life insurance purchase motive aspect: the difference on the consumer decision-making is numerous which demonstrate that when consumer purchases life insurance, their motive is obvious; as well as in sex, age, marital, and average family monthly income showing remarkable difference.
Second, in lifestyle aspect: with consumer lifestyle influence, the life insurance purchase motive shown a positive impact; but with age, marital status, and average family monthly income, the life insurance purchase motive shown significant discrepancy.
Third, in personality traits aspect: with personality traits' influence, the consumer life insurance purchase motive shown a positive influence; but with age, marital status, and average family monthly income, the life insurance purchase motive shown substantial diversity.
Fourth, for the life insurance insured rate increasing, the future potential re-insured life insurance consumer and the future prospective first time buyer of life insurance is very precisely associated with their lifestyle, as well as with their personality traits.
Also based on this study findings provide the recommendations to the life insurance company, the life insurance service manager, and the life insurance associates and future researchers of regarding life insurance.

並列關鍵字

consumer ； lifestyle ； personality traits ； life insurance ； purchase decisions

參考文獻

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