消費者對房貸壽險購買意願之探討

A Study on Consumers' Purchase Intention for Mortgage Life Insurance

呂采潼(Tsai-Tung Lu)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2015年)

https://doi.org/10.6840/cycu201500092

摘要

中文摘要
銀行保險在台灣保險市場是非常重要的通路，由於銀行提供的金融服務與保險商品具有一定的關聯性，因此銀行業與保險公司往往透過通路聯盟的形式合作，合作形式包含節稅計畫、類定存儲蓄計畫、理財套餐、保障型房貸組合套餐，可提供消費者一次購足的全方位人生風險財務規劃需求。本研究探討影響購買意願的兩項變數：知覺風險與房貸壽險優惠專案，研究同時將消費者的人口統計資料納入分析。
本研究使用SPSS統計軟體進行資料統計分析，其研究方法為敘述性統計、信度分析、單因子變異分析、t考驗、相關分析、迴歸分析，共寄發問卷300份問卷，總計回收有效問卷250份，本研究結論為：
一、不同學歷、家庭狀況、家庭每月平均收入對於知覺風險部份層面有顯著的差異。不同性別、學歷、年齡、家庭每月平均收入對於房貸專案優惠部份層面有顯著的差異。不同家庭狀況、家庭每月平均收入對於態度與購買意願部份層面有顯著的差異。
二、知覺風險、態度與購買意願等變項之間有顯著正相關。
三、由迴歸分析可得知當知覺風險降低時，有提昇態度與購買意願之實際情形之作用。當有房貸專案優惠時，有提昇態度與購買意願之實際情形之作用。
四、為使銀行業者提升房貸壽險的成交率，在行銷策略上需針對主要的目標客群有配套促施，方能掌握市場的動向。

關鍵字

消費者、房貸壽險、購買意願

並列摘要

Abstract
Banking Insurance is very important in Taiwanese insurance market,and the financial services offered by banks and insurance have some relevance, and therefore the banking and insurance companies tend to form pathways through alliances, cooperation in the form of tax savings plan that contains the class deposit savings plans, financial packages, combination packages to protect the type of mortgage can provide consumers with one-stop shopping for a full range of life risk financial planning needs. The study also included two antecedents influence purchase intention variables: Mortgage, demographic variables, in order to explore these different variables on the perceived risks associated with the purchase and mortgage insurance affect the behavior. This study investigated the purchase intention of two variables: perceived risk associated with mortgage life insurance incentive program, while research consumer demographics included in the analysis.
In this study, we used SPSS statistical software, and data analysis, research methods for descriptive statistics, reliability analysis, one way ANOVA, t-test, correlation analysis, regression analysis, a total of 300 questionnaires were sent questionnaires, a total of valid questionnaires 250 copies, this study concludes are as belowed:
1. There are different education, family status, significant differences in the average monthly household income for some of the perceived risk level. There are different in gender, education, age, average monthly household income significant differences in mortgage preferential. There are different family circumstances, the average monthly household income of significant differences in attitudes and purchase intention.
2. There are significant positive correlation between perceived risk, attitudes and purchase intention and other variables.
3. By regression analysis, we can perceive risk is reduced, the case has been raised attitudes and purchase intention of the action. When a mortgage concession project, the case has been raised attitudes and purchase intention of the action.
4. In order to improve the banking turnover rate mortgage in life insurance, We should need to be targeted on the main target customer in marketing strategy,thus can only grasp market trends.

並列關鍵字

Purchase Intention ； Mortgage Life Insurance ； Consumers

參考文獻

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