消費者投保外溢效果保險商品因素之研究

A Study of the Factors Effect on Consumers Insured the Spillover Effect Insurance Products

何佳欣(JIA-SIN HE)

指導教授 ： 余祖慰 ； 林庭宇

朝陽科技大學/管理學院/保險金融管理系/碩士(2019年)

摘要

本研究探討消費者投保外溢效果商品因素之研究，並檢驗認知、知覺風險與購買意願之關係，參考文獻建立研究假設，並採用問卷調查法，進行敘述性統計、相關性分析與迴歸分析。結果顯示外溢效果保險商品「認知」與「知覺風險」具有負向顯著影響；外溢效果保險商品「知覺風險」與「購買意願」具有負向顯著影響；外溢效果保險商品「認知」與「購買意願」具有正向顯著影響；人口統計變數差異，對購買外溢效果保險商品具有正向與負向顯著差異。本研究貢獻主要有三方面：第一、回顧相關外溢保險之文獻探討，鮮少針對「認知、知覺風險與購買意願」進行相關性分析，故本文具有承先啟後之開創性意義，以填補此領域研究之空白。第二、本研究方法採取問卷調查法，於正式分析前已進行過預試，以提高信效度，使本問卷分析結果具有一定程度之參考價值。第三、針對本研究結果提出結論與建議，有助於保險公司未來在行銷推廣與商品設計上，能更加符合民眾需求及提高產品競爭力。

關鍵字

外溢效果保險商品 ； 認知 ； 知覺風險 ； 購買意願

並列摘要

The purposes of this study were to discuss the spillover effect insurance products, and we examines the relationship between cognition, perceived risk and purchasing intention. Moreover, we establishes the research hypothesis in literature review, and use questionnaire method to display for descriptive statistics, reliability analysis, validity analysis, anova and pearson correlation analysis and regression analysis. The main results were describe as follow: the spillover effect insurance products cognition had a negative influence on perceived risk. The spillover effect insurance products perceived risk had a negative influence on purchase intention. The spillover effect insurance products cognition had a positive influence on purchase intention. The difference of demographic variables has a significant impact on the purchase of spillover effect insurance products. This research contribution has three main aspects: first, we review the literature find that rarely facous on the spillover effect insurance products of correlation analysis among the cognition, perceived risk and purchase willingness. Therefore, this article was the first paper to study, and in order to fill the gap in this field research. Second, we use questionnaire survey method to pre-test before the formal analysis, in order to improve the reliability validity. Third, this article put forward conclusions and suggestions for spillover effect insurance policy, and the suggestions help insurance companies in the future in marketing promotion and commodity design, and consumers can be in line with the needs of the insurance products and improve product competitiveness.

並列關鍵字

the spillover effect insurance products ； cognition ； perceived risk ； purchase intention

參考文獻

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