顧客再購買行為的前置變數：台灣產險業的例子

The Antecedents of Customer Repurchase Behavior: The Case of Taiwan’s Property Insurance

何宗勲(Tsung-Hsun He)

指導教授 ： 蘇文斌

朝陽科技大學/管理學院/保險金融管理系/碩士(2011年)

摘要

近年來，國內的產險公司競爭日趨激烈，而產險也成為生活上的必需品，隨著產險商品的增加，消費者在選擇產險公司時會較為注重企業形象、服務創新、便利性或是慣性行為進行再購。當消費者購買產險次數慢慢增加後，逐漸累積購買經驗，消費行為會轉變成一種慣性，而此種慣性會在企業形象、服務創新、便利性與再購行為間會造成何種程度上的影響。
本研究在探討消費者會因何種因素導致他們產生再購行為，另一方探討對於慣性行為是否會加強消費者的再購行為。

關鍵字

便利性 ； 習慣性 ； 再購行為 ； 產險 ； 企業形象 ； 服務創新

並列摘要

The competitions between property insurance companies in Taiwan have been getting fiercer recently. The property insurance products now become necessities. With increasing property insurance products in the markets, consumers focus on four elements in an insurance company to repurchase: corporate image, service innovation, convenience and inertia (habitual) behavior. When people accumulate their property insurance products experiences, the inertia behavior of consumers then established. This inertia behavior will also affect corporate image, service innovation and convenience of property insurance companies.
The target of this study is to find out the key element to affect consumers to repurchase, and also to find out if the inertia behavior reinforced consumers to repurchase.

並列關鍵字

property insurance ； corporate image ； service innovation ； convenience ； inertia (habitual) ； repurchase behavior

參考文獻

3.廖偉伶，2003，「知識管理再服務創新之應用」，國立成功大學

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