由於生活水準與醫療技術的不斷改善,國人的平均餘命不斷地延長,老年人口不斷地增加。人口老化的現象也衍生出許多老年生活問題。為免因退休後危及到老年經濟安全,此時便可透過購買商業儲蓄保險來保障自己,因而帶動起大量潛在商機。然而,那些因素會影響壽險保戶購買商業儲蓄保險是個重要的研究議題。因此,本研究目的旨在提出可以了解壽險保戶對於購買商業儲蓄保險所認為合適與制度因素的研究架構。本研究整合Ajzen & Fishbein的計畫行為理論(包含:態度、主觀規範、知覺行為控制、購買意圖)、知覺價值、知覺風險,以了解壽險保戶對於商業儲蓄保險的購買意圖。本研究以結構方程模式驗證知覺價值、知覺風險、態度、主觀規範、知覺行為控制對於壽險保戶的購買意圖的影響。本研究以中部地區C壽險公司保戶為研究對象,共發放500份問卷,回收468份,扣除無效問卷後,回收有效問卷402份,有效回收率為85.9%。統計方法包括:驗證性因素分析、描述性統計分析、獨立樣本t檢定、變異數分析、皮爾森積差相關分析與結構方程模式,結構方程模式是分析構面之路徑關聯性。
Because level of living medical treatment technique promote continuously, it makes people’s life expectance unceasingly to lengthen and old-age population to increase constantly. The ageing phenomenon also grows many social security issues such as retiring funds and health cares. The purposes of this study, therefore, is to propose a research that investigates the relation between perceived factors that can understand policyholders of insurance company purchase intention of business savings insurance for their retirement plans. This study integrates Ajzen & Fishbein Theory of Planned Behavior (TPB) (include: attitude, subjective norm, perceived behavioral control, and purchase intention), perceived value, and perceived risk to understand the purchase intention of the policyholders of the retiring preparation.