影響壽險保戶購買長期照護險決策因素之研究-以南部地區為例

A Study on the Decision-Making Factors of Affecting Life Insurance Policyholders to Purchase Long-Term Care Insurance in the Southern Region of Taiwan

王婷藝(Ting-I Wang)

指導教授 ： 李樑堅 ； 陳英仁

義守大學/管理學院/管理碩博士班/碩士(2015年)

https://doi.org/10.6343/ISU.2015.00014

摘要

台灣社會高齡化已是必然走向，而且在「疾病型態慢性化」、「照護內容複雜化」、「照護時間長期化」等趨勢下，使得未來長期照護更為重要，為減輕照護者的財務負擔，如何推動民眾購買保險公司提供之商業性長期照護保險，有關消費者動機分析及相關行銷策略擬定有其探討之必要。
本研究以Kotler（1997）提出的「消費者行為模式」觀點做為理論基礎，並針對臺灣南部地區三縣市-台南市、高雄市及屏東縣之壽險保戶進行問卷調查及實證研究，進而探討影響壽險保戶購買長期照護險決策的主要因素。
實證結果顯示受訪者之個人屬性與購買長期照護保險的動機構面，不同婚姻狀況呈現顯著差異，已婚受訪者認同度高於未婚者。受訪者之個人屬性與購買長期照護保險的認知構面，不同家庭年平均收入呈現顯著差異，家庭年平均收入為201萬元（含）以上者認同程度最高。在不同性別與購買長期照護保險的意願構面，呈現顯著差異，男性受訪者認同度高於女性。不同年齡與購買長期照護保險的意願構面，呈現顯著差異，受訪者的年齡為20~29歲認同程度最高。不同職業類別與購買長期照護保險的意願構面，呈現顯著差異，職業為其他者認同程度最高。有購買長期照護保險意願的受訪者，認為老年需要長期看護時，每月規劃20,001~50,000元，才能有好的醫護品質，而每月可負擔保費金額以2,001~3,000元為多數。此外，長期照護保險較佳之銷售係以「以主約保單方式銷售」為主。
本研究發現受訪者近期購買長期照護保險的意願偏低，僅占30.7%，主要原因應是國人尚未充分認識長期照護保險的功能及其重要性，壽險公司想要提高長期照護保險的市場占有率，需要壽險從業人員透過實際案例說明，直接跟消費者溝通，持續教育消費者導正其觀念，方能提升消費者購買意願。

關鍵字

高齡化 ； 長期照護保險 ； 壽險保戶 ； 動機 ； 認知

並列摘要

Taiwan society is aging with the trends of increasing chronic diseases and increasing complication and duration of care. It makes long-term care (LTC) more important in the future. To lower the financial burden of care givers, and persuade the public purchasing the LTC insurance policies from insurers, it is necessary to investigate the motivations of consumers and the insurer to develop appropriate marketing strategies.
The study is based on the “Consumer Behavior Model” theory by Philip Kotler （1997）; we conduct a surrey to investigate the key factors in decision making of LTC insurance purchasing on policyholders in three southern districts: Tainan, Kaohsiung and Pingtung.
The empirical results demonstrate the aspect of the respondents’ characteristics and the motivation dimension of purchasing LTC insurance. There is significant difference between married and single as the acceptance of the married is significantly higher than that of the single. On the aspect of the respondents’ characteristics and the cognitive dimension of purchasing LTC insurance, there is significant difference between household income levels. Those with annual household income above NTD 2.01 million show the highest acceptance. The willingness of purchasing LTC insurance also varies in gender, age, and occupation category aspects significantly. The male have higher acceptance than the female. The respondents between 20 and 29 years old show the highest acceptance, so do the respondents in “others” occupation category. Those who are willing to purchase LTC insurance consider that the good health care quality would cost about NTD 20,001~50,000 when they need LTC at old age. The mode of affordable monthly premiums monthly locates at NTD 2,001~3,000. Furthermore, the better selling strategy would be the “main contract way “.
The study also finds the willingness to purchase LTC insurance is low recently, merely 30.7%. The main reason should be the public are not aware of the benefits and importance of LTC insurance yet. For the insurers to raise the market share of LTC insurance, it requires life insurance employees to communicate with the consumers directly, explain through case description, guide their concepts, and then promote their willingness to buy.

並列關鍵字

aging ； long-term care insurance ； life insurance policyholders ； motivation ； cognition

參考文獻

6.王雲東、薛承泰、鄧志松等人（2012），我國失能與失智人口及其所需照顧服務員人力之推估，台大社工學刊，第25期，第51-102頁。

9.呂寶靜（2005），支持家庭照顧者的長期照護政策之構思，國家政策季刊，第4卷第4期，第25-40頁。

12.吳淑瓊、江東亮（1995），台灣地區長期照護的問題與對策，中華衛誌，第14期，第246-255頁。

13.吳淑瓊、朱昭美（1995），民眾對老人長期照護安排之態度：1994台灣地區社會意向調查之發現，中華公共衛生雜誌，14(4)，第369-382頁。

15.吳淑瓊、林惠生（1999），臺灣功能障礙老人家庭照護者的全國概況剖析，中華公共衛生雜誌，第18卷，第3期，第237-248頁。