探討消費者對房貸壽險之認知與購買意願

Explores the consumer to cognize and purchase intentions of the mortgage life insurance

吳瑞仁(Jui-jen Wu)

指導教授 ： 陳美夙

朝陽科技大學/管理學院/保險金融管理系/碩士(2012年)

摘要

「房貸壽險」商品市場，係屬一新興保險商品。一般民眾欠缺對其瞭解，又因其消費對象僅限制在銀行的房屋貸款戶下，更使得「房貸壽險」的發展受到影響。但事實上，「房貸壽險」確能帶給一般房貸戶的保障，以避免衍生的社會問題。
本研究即在從受訪者問卷中，探討消費者背景資料之不同，對「房貸壽險」商品的認知程度與購買意願是否有顯著差異。
本文試從性別、學歷、年齡、家庭婚姻狀況、收入情形等項目。利用獨立樣本 t 檢定與單因子變異數分析法(ANOVA)，作為分析方法。
經由本研究發現，消費者的性別、家庭婚姻狀況、收入情形，縱有差別，也不影響對「房貸壽險」商品的認知程度與購買意願。另研究也發現屬較低學歷程度的國小、國中、60歲以上的消費者，比較其他消費者對「房貸壽險」商品的認知程度與購買意願有顯著差異。他們比較無法認知與接受這項「房貸壽險」商品。
希望藉由本研究成果，提供業界開發產品與行銷策略依據。

關鍵字

房貸壽險 ； 認知 ； 購買意願

並列摘要

“The mortgage life insurance”is a new product of the insurance commodity markets. The general population,is lack of its understanding,but also the consumer objects is only limited to the bank`s housing loans to households, that would be affect the promotion of “the mortgage life insurance”. Indeed, “the mortgage life insurance”can bring to the protection of bank`s housing loans to households,it would avoid the social problems.

This study is to explore the different consumer background information, whether significant differences in the level of cognitive and purchase intentions to buy “the mortgage life insurance”by the questionnaire answer.

We choice the genders,educational levels,age,marital status,income situation and so on.Data were analyzed by using statistic methods which independent sample t-test and ANOVA analysis.

As the results we found that consumer’s genders,marital status,income situation,even if they have differences,does not affect the level of cognitive and purchase intentions of “the mortgage life insurance”commodity. Another study also found who people a lower educational level elementary , junior high and over the age of 60 compare others are different in the level of cognitive and purchase intentions to buy “the mortgage life insurance”. They are less congitive and acceptant to “the mortgage life insurance”product.

By the results of this study ,it can provide the basis of develop products and marketing strategies to the industry,we hope.

並列關鍵字

purchase intention ； cognition ； the mortgage life insurance

參考文獻

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21、大都會國際人壽保險股份有限公司網站http://www.metlife.com.tw/

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