高齡社會民眾對商業長期照顧保險購買意圖-行銷策略觀點

隨著台灣生育率下降和高齡化人口急速增長，再加上醫療科技的進步老年人口比例也越來越多。1993年起，台灣開始邁入了高齡化社會，隨著時代演進，台灣人口結構失衡的問題持續放大，在少子化浪潮中，臺灣的情況是全球最嚴重的。根據這樣的現象，國發會也推估2018台灣將會跨入「高齡社會」，甚至預估到2026年，台灣的老年人口將突破20%門檻，走向超高齡社會。根據內政部2018年3月底我國戶籍登記65歲以上老年人口計331萬人，占總人口14.1％，正式邁入「高齡社會」。高齡的趨勢下，人口結構的轉移讓社會承載了許多責任。在面臨人口老化，以及社會結構變遷、家庭型態改變、家庭照顧功能式微等衝擊下，照顧需求無法完全由家庭負擔，潛在長期照顧需求所帶來的財務風險，已成為臺灣民眾必須面對的重大議題。雖進入高齡社會，但許多民眾對長期照顧這議題卻沒有很重視，甚至不瞭解，長期照顧在未來需求會快速的成長，除了依靠政府給我們的基本保障之外，國民還需要靠商業長期保險來彌補社會保險的不足。本研究主要目的為探討高齡社會民眾對商業長期照顧保險購買意圖，從行銷策略觀點探討國人對購買商業保險購買意圖和提供相關建議給保險業和政府未來經營及監理做為參考。本研究一共發放了107份網路問卷，有效問卷共105份。以及透過深度訪談瞭解到民眾對長期照顧保險是有一定瞭解的，但大多數消費者不願花太多金錢於投保長期照顧保險可以建議政府和保險公司應該多多推廣長期照顧保險的知識，讓民眾能夠對投保長期照顧保險的意願提升。

關鍵字

購買意願；長期照顧保險；行銷策略

並列摘要

With the declining birth rate and the rapid growth of the aging population in Taiwan, coupled with the advancement of medical science and technology, the proportion of elderly people is also increasing. Since 1993, Taiwan has entered an ageing society. As the times evolve, the imbalance in the population structure continues to grow in Taiwan. In the wave of declining birthrates, Taiwan’s situation is the worst in the world. According to this phenomenon, the National Development Council also estimated that 2018 Taiwan will step into an “aged society” and even anticipate that by 2026, the elderly population in Taiwan will exceed the threshold of 20% and move toward hyper-aged society. According to the Ministry of the Interior at the end of March of the year of 107 in Taiwan, the registered population of people over the age of 65 was 3.31 million people, accounting for 14.1% of the total population, and officially entered an “aged society”. With the ageing trend, the transfer of demographic structure has given society much responsibility. Facing the aging population and the impact of changes in social structure, family patterns, and family care functions, the demand for care cannot be fully borne by the family. The financial risks associated with potential long-term care needs have become a major challenge for Taiwanese people. The purpose of this study is to explore the elderly people in the long-term care of commercial insurance purchase intentions from the perspective of marketing strategies to explore the people buying commercial insurance intentions and provide relevant recommendations to the government and insurance company. A total of 107 online questionnaires were distributed in this study, and a total of 105 valid questionnaires were issued. As well as through in-depth interviews, people understand that people have a certain understanding of long-term care insurance, but most consumers are reluctant to spend too much money on insured long-term care insurance. It can suggest that the government and insurance companies should promote knowledge of long-term care insurance to the public. The willingness to take care of long-term care insurance increases.

並列關鍵字

purchase intention ； Long-term care insurance ； marketing strategy

參考文獻

1. 日本長期照顧制度與老人福利服務考察

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