摘要
本論文研究消費者對於國內生前契約的認知以及購買因素與購買意願的探討，透過問卷調查法將調查結果利用SPSS12.0作統計分析，本研究問卷共寄發放220份，回收200份，扣除無效問卷11份，總計回收189份，回收率為85%，分析結果發現人口統計變數與家庭變數對於購買因素與購買意願之間皆具有顯著差異。在人口統計變數中，發現年齡介於30到50歲之間的消費者購買意願最高，宗教信仰以信仰佛教的消費者購買意願最高；家庭變數中，以家庭型態最具有顯著，家庭人口為獨居者以及夫妻兩人與小孩同住者的消費者對於生前契約的購賣意願最高。相關業者可針對本研究之研究結果，制定一套符合台灣文化背景或針對消費者的需求擬訂一套行銷方案，因應未來的發展趨勢，積極推動生前契約商品在台灣地區發展。
並列摘要
A procedure is from Contract for domestic consumers had to buy the cognitive factors, as well as the wishes of the purchase, through the questionnaire survey findings SPSS12.0 for the use of statistical analysis, the study issued a questionnaire to send a total of 220 copies, 200 copies of the recovery, net of invalid questionnaires 11 , for a total of 189 were recovered, the recovery rate was 85%, the results of the analysis found that demographic variables and family factors and variables for the purchase of the wishes of the purchase were significant differences between. In demographic variables were found between the ages of 30-50 years of age the will of consumers to purchase the highest religion is based on the Buddhist belief in the will of consumers to buy the highest; family variables, then the family is the most significant, domestic population, as well as husband and wife alone with the children living consumers purchase contract for the sale of his will to the maximum. Funeral industry against the findings of this study was to develop a set of in line with Taiwan's cultural background or against a set of consumer demand marketing program, in response to the trend of future development, to actively promote his contract to develop products in Taiwan.