論文名稱:產險個人傷害保險購買之研究–以大台北地區為例 頁數:91 校系(所)組別:淡江大學保險學系保險經營研究所碩士在職專班 畢業時間及提要別:106 學年度第2 學期 碩士學位論文提要 研究生:林嘉倫 指導教授:廖述源 論文提要內容: 本研究探討消費者對產險公司銷售個人傷害保險之認知情形、購買意願與消費者行為。 研究結果顯示如下: 一、購買產險個人傷害保險非優先選擇。 二、對產險個人傷害保險商品不熟悉。 三、購買產險個人傷害保險經驗尚待提升。 四、投保個人傷害保險管道來自業務員。 根據研究結果,本研究做出以下幾點建議: 一、 推廣產險個人傷害保險商品。 二、 提供業務員銷售獎勵與誘因。 三、 提供更多簡便形式網路投保管道。 四、 放寬保險業辦理電子商務門檻。 五、 設計多元行銷管道。 六、 運用科技差異化行銷。 七、 推出特定活動限定版個人傷害險。
Abstract: The study aims to investigate the customers’ perceived knowledge, purchase intention, and related behaviors regarding the purchase of personal accident insurance. The findings of the research are as follows: 1. Purchasing personal accident insurance were not the first priority of research participants. 2. The participants were not familiar with the insurance products and especially the personal accident insurance. 3. The customers’ experience of purchasing personal accident insurance can be enhanced. 4. Most of the participants purchased personal accident insurance from sales agents. The study provides several recommendations based on the research results as follows: 1. To promote the products and services of personal accident insurance in the insurance industry. 2. To offer rewards and incentives to sales agents of personal accident insurance. 3. To provide convenient approaches to purchase personal accident insurance online. 4. To lower the threshold on electronic business for personal accident insurance. 5. To design multiple sales channels for personal accident insurance. 6. To employ differentiated marketing via technology for personal accident insurance. 7. To provide limited edition of personal accident insurance products.