長期照護保險理賠內涵與消費者購買意願之研究

The study of how long-term care insurance service effects customer’s purchase intention

余家駒(Chia-chu Yu)

指導教授 ： 王安平 ； 蘇文斌

朝陽科技大學/管理學院/保險金融管理系/碩士(2012年)

摘要

近年來，老年化、少子化的影響，導致台灣加速成為全世界老化的國家之一,對於這種現象，人們對於老年生活的佈局越來越重視，因此近來長期看護意識已經被人們高度正視，然而長期看護險推出至今15年間，總銷售件數僅有33萬件，這是因為保險公司對於失能有各自一套的標準及定義，當發生狀況時，不僅總是產生理賠糾紛, 也很難推廣，例如:理賠與否取決於巴氏量表進行評估，而且每次申請理賠時需要返回醫療院所複檢，進行舉證,對於需要長期看護的被保險人來說，也是相當折騰。
本篇研究想了解如果用較清楚失能定義，是否能刺激消費者提高長期照護險的購買意願研究。
本研究結果發現，目前消費者對於長照風險都有危機意識甚至會提早籌措未來照護所需費用，但卻因過去長期照護險的理賠標準過於複雜不清楚模糊，造成消費者購買意願大幅降低，而改選擇較清楚殘廢等級表為理賠標準讓消費費者有效提升消費者購買長期照護險的購買意願，最後並提供壽險公司作為參考。

關鍵字

長期照護險

並列摘要

Declining birthrate and aging population led Taiwan one of the world''s aging societies in recent years. Under this circumstance, people are more aware of planning for their senior years. As a result, the concept of long-term care has been emphasized recently. Even though the long-term care service has been released for 15 years, the total sales volume only reaches 330,000 pcs so far. That is because insurers set its own definition and standard as “disability”, which provides several disputes and problems with promotion. For example, the payment depends on the BarthelIndex estimation. The insured people require proving that they are certified to be covered every time when they leave and back to hospital therapy. This is really a tough time for the disables.
Therefore, my purpose here is to find out whether customers tend to have a long-term care insurance which is based on a clearer definition of “disable”.
This research results found, currently consumers on Yu Changzhao risk are has crisis consciousness even will early financing future care by needed costs, but is due to past long-term care insurance of claims standard too complex does not clearly fuzzy, caused consumers purchased wishes sharply reduced, and modified select more clearly disability grade table for claims standard let consumption fee who effective upgrade consumers purchased long-term care insurance of purchased wishes, last and provides life insurance company as reference.

並列關鍵字

Long-term care insurance

參考文獻

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