投保人對人身保險圖文廣告傳單感受與產品滿意度之相關性研究

Correlation research of policy holders’ perception of graph and text advertisement handbill and product satisfaction of life insurance

董玉梅

指導教授 ： 王希俊

國立臺灣師範大學/科技學院/圖文傳播學系/碩士(2011年)

摘要

行銷與圖文廣告傳單設計會影響市場上的許多消費行為，消費者也因為對保險產品所抱持的期望不同而有不同的反應，故圖文廣告傳單設計在行銷上扮演的重要角色逐漸受到重視。本研究所欲探討的是保險業者如何運用不同的圖文廣告傳單設計來提升消費者的滿意度，並進一步影響消費者的購買決策。本研究採用t檢定、變異數分析、相關分析統計方法來進行分析，期望藉以瞭解保險業圖文廣告傳單設計對於消費者滿意度之影響；並期望本研究實證分析之結果，能作為保險業在擬定行銷策略時之參考。研究結果發現：(1)產品策略、促銷策略、產品廣告整體感覺、廣告思考程度、品牌態度層面對消費者滿意度有顯著的正向影響；(2)圖文廣告傳單之主要目的在於贏得不同年齡的消費者對產品之信任，並產生好感和正面的態度、評估，進而購買、使用廣告所推銷的產品。(3)圖文廣告傳單的吸引力，對消費者行為有顯著的影響；(4)圖文廣告傳單效果與消費者滿意度間具有因果關係存在，故應設計能影響人身保險商品購買意願的行銷工具；(5) 對於消費者來說，要能真正透過圖文廣告傳單理解人身保險行銷保單條款、內容與差異者所佔少數。

關鍵字

行銷 ； 圖文廣告傳單 ； 消費者滿意度

並列摘要

Marketing and design of the graph and text advertisement handbill will influence many consumer behaviors on the market, and the consumers have different responses because of having different expectations on the insurance product, so the important role played by design of the graph and text advertisement handbill in marketing is gradually paid attention to. The study expects to explore how the insurance proprietor applies different designs of the graph and text advertisement handbill to enhance consumer satisfaction and further influence the purchase decision made by the consumers. The study makes an analysis using the statistic methods of t test, ANOVA and correlation analysis in expectation of understanding thereby influence of design of the graph and text advertisement handbill of insurance industry on consumer satisfaction and expects that the empirical analytic results of the study can serve as reference to insurance industry in drawing up the marketing strategy. The findings are as follows: (1) Product strategy, promotion strategy, overall product advertisement feeling, advertisement thinking extent and brand attitude dimension have significant positive influence on customer satisfaction. (2) The main purpose of the graph and text advertisement handbill is to win confidence of the consumers at different ages in the product, generate a satisfaction feeling, a positive attitude and evaluation, and further purchase and use the product promoted by an advertisement. (3) Attraction of the graph and text advertisement handbill has significant influence on consumer behavior. (4) Causality exists in effect of the graph and text advertisement handbill and customer satisfaction, so the marketing tool able to influence life insurance commodity purchase intention shall be designed. (5) The minority of the consumers actually understand the provision, content and difference of the life insurance marketing insurance policy via the graph and text advertisement handbill.

並列關鍵字

Marketing ； Graph and text advertisement handbill ； Customer Satisfaction

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