南投縣國小教師癌症保險認知與購買行為因素之研究

The Study of Relationship between Cancer Insurance Cognitive and Consumer Behaviors of Elementary School Teachers in Nantou

范春菊(Chuen-Jiu Fen)

指導教授 ： 蘇文斌 ； 王安平

朝陽科技大學/管理學院/保險金融管理系/碩士(2012年)

摘要

時代變遷，現代人生活型態與飲食習慣的改變，國人罹患癌症的比率逐年攀升。自1982年起，癌症已連續29年位於我國十大死因之首；從風險管理的角度而言，癌症保險也就顯得更為重要。因此，即便是工作及收入較穩定的國小教師，也應提昇對罹患癌症的憂患意識。
本研究旨在探討南投縣國小教師癌症保險認知及購買行為因素之研究，所採用的研究工具，參酌相關文獻後，採用自編「南投縣國小教師癌症保險認知與購買行為因素之研究」問卷，進行問卷調查。以SPSS 12.0 for windows 統計程式，進行資料分析；統計方法分析：包含敘述統計部份、信度分析及推論統計（獨立樣本t檢定、單因子變異數分析、Scheffe''s Method考驗及Pearson積差相關與逐步迴歸）三個部份。
依據本研究之研究目的，綜合文獻探討與分析結果，歸納以下結論：
一、南投縣國小教師癌症保險認知及購買行為因素之現況分析，得知二者知覺程度均屬中上程度。
二、不同個人背景變項，南投縣國小教師癌症保險認知度在婚姻狀況、服務年資、擔任職務、經濟狀況及全家人癌症保險張數上均有顯著差異，而在性別、年齡及教育程度均無顯著差異。
三、不同個人背景變項，南投縣國小教師購買行為因素僅在性別及婚姻上有顯著差異，而在年齡、服務年資、教育程度、擔任職務、經濟狀況及全家人癌症保險張數方面均未顯著差異。
四、癌症保險認知的「個人健康維持之態度」與購買行為因素各層面的相關最高；而癌症保險認知的「癌症保險的類型」層面與購買行為因素的各層面相關最低。
五、癌症保險認知的「個人健康維持之態度」層面對購買行為因素的三個層面預測力最高，且「整體購買行為」對「整體癌症保險認知」層面具有預測力。
根據研究結論，提出相關具體建議，以提供南投縣教育主管機關、南投縣國小教師及未來研究者之參考。

關鍵字

癌症保險 ； 購買行為

並列摘要

With the change of time and modern people’s life style and diet habit, the population suffering from cancer is increasing year by year. Since 1982, cancer has ranked the number one for the top ten causes of death in Taiwan for 29 years. From the perspective of risk management, cancer insurance becomes more important. Therefore, even the elementary school teachers with more stable jobs and incomes should be aware of the cancer.
This study aims to probe into cancer insurance cognition and purchase behavior factors of elementary school teachers in Nantou County. After literature review, the researcher designed the “Questionnaire on cancer insurance cognition and purchase behavior factors of elementary school teachers in Nantou County”, as a research tool for questionnaire survey. By SPSS 12.0 for windows, data analysis was conducted. The statistical analyses included descriptive statistics, reliability analysis and inference statistics (independent sample t test, One-Way ANOVA, Scheffe''s Method, Pearson product-moment correlation and stepwise regression).
According to the purposes of this study, literature review and analytical result, the conclusions are shown below:
1. Analysis of current situation of cancer insurance cognition and purchase behavior factors of elementary school teachers in Nantou County finds that the perception of two dimensions is “medium to high”.
2. As to personal background variables, cancer insurance cognition of elementary school teachers in Nantou County has a significant difference on marital status, working years, position, economic situation and number of family cancer insurance cases. It does not show significant differences on gender, age and educational level.
3. As to personal background variables, purchase behavior factors of elementary school teachers in Nantou County only has significant differences on gender and marriage. It does not show significant differences on age, working years, educational level, positions, economic situations and number of family cancer insurance cases.
4. “Attitude toward personal health maintenance” of cancer insurance cognition reveals the highest degree of correlation with the dimensions of purchase behavior factors; “cancer insurance types” of cancer insurance cognition reveals the lowest degree of correlation with the dimensions of purchase behavior factors.
5. “Attitude toward personal health maintenance” of cancer insurance cognition reveals the highest prediction on three dimensions of purchase behavior factors. “Overall purchase behavior” can predict “overall cancer insurance cognition”.
According to conclusions, this study proposes the suggestions as the references for educational authority of Nantou County, elementary school teachers in Nantou County and future studies.

並列關鍵字

purchase behavior ； cancer insurance

參考文獻

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