醫事人員在風險認知上對商業性長期照顧保險購買意願之研究-以南投縣某地區醫院為例

A Study of Perceived Risk on Medical Staffs’ Intentions of Purchasing Commercial Long-Term Care Insurance： A Case of a Regional Hospital in Nantou County

柯育奇(YU-CHI KO)

指導教授 ： 張馨云

中臺科技大學/管理學院/醫療暨健康產業管理系碩士班/碩士(2019年)

摘要

目的：我國老年人口比率在民國107年3月已達到14％，正式邁入高齡社會，這顯示台灣現階段正面臨「高齡社會」之衝擊。此社會轉型將使商業性長期照顧保險（下稱長照保險）商品成為因應老年社會之明星商品之一。本研究是探討醫事人員在風險認知上與長照保險購買意願之關係。
方法：採用立意取樣195位南投縣某地區醫院年齡20歲以上醫事人員，以自填式問卷方式來收集資料。以「人口統計」及「長照保險風險認知」為自變項，「長照保險購買意願」為依變項。採用SPSS軟體進行描述性統計來了解受訪者人口資料的分佈情形；而推論性統計以卡方獨立性檢定及羅吉斯迴歸分析，來檢定自變項與依變項是否有顯著差異及可以預測。
結果：本研究樣本「年齡、長照風險認知（長照費用支出）程度的不同」對於「長照保險購買意願」有顯著差異（P＜0.05）。「商業性保險商品風險認知（長照保險與醫療保險的保障範圍不相同）」（P＜0.05）這個變項可以預測「長照保險購買意願」。
結論：年齡在50歲以下且長照風險認知(長照費用支出)程度中高者，購買長照保險意願比例均在68％以上；商業性保險商品風險認知（長照保險與醫療保險的保障範圍不相同），可以預測長照保險購買意願。本研究結論望可供保險公司行銷長照保險參考，另建議政府在現行人身保險費扣除額新台幣2.4萬元的基礎上，增列長照保險費扣除額，以增加民眾投保之意願。
關鍵詞：醫事人員、風險認知、商業性長期照顧保險、購買意願

關鍵字

醫事人員 ； 風險認知 ； 商業性長期照顧保險 ； 購買意願

並列摘要

Purpose: The ratio of elderly people in Taiwan has reached 14% in March 2018
, and it has officially entered the aged society. This shows that Taiwan is facing the impact of “aged society” at this stage. This social transformation will make commercial long-term care insurance (hereinafter referred to as LTC insurance) products become one of the star products in the aged society. This study is to explore the relationship between medical staffs risk perception and the willingness to purchase LTC insurance.
Method: A purposive sampling of 195 medical staffs aged 20 years and over in a district hospital in Nantou County was selected to collect data by self-administered questionnaire. The "demographic" and " LTC insurance risk perception " are independent variables, and " LTC insurance purchase intention" is a dependent variable. SPSS software is used for descriptive statistics to understand the distribution of respondents demographic data.Inferential statistics use the chi-square independence test and the Logistic regression analysis to check whether the independent variable and the dependent variable are significantly different and predictable.
Result:The difference in the level of age and LTC risk perception (LTC expenses) in this study sample was significantly different from that of “LTC insurance purchase intention” (P<0.05). "The risk perception of commercial insurance products (the coverage of LTC insurance and medical insurance is different)" (P <0.05) This variable can predict the "willingness to purchase LTC insurance ".
Conclusion: Those who are under the age of 50 and have a moderate and high
level of LTC risk perception (LTC expenses), the proportion of willingness to

purchase LTC insurance is above 68%;the risk awareness of commercial
insurance products (the coverage of LTC insurance and medical insurance is
different);it can predict the willingness to purchase LTC insurance. The
conclusion of this study is expected to be used by insurance companies for
marketing LTC insurance reference. It is also recommended that the government
increase the amount of LTC insurance premium deduction based on the current
personal insurance premium deduction of NT$24,000 to increase the willingness of the people to insure.
Keyword:
Medical Staff、Risk Perception、Commercial Long-Term Care Insurance 、Purchase Intention

並列關鍵字

Medical Staff ； Risk Perception ； Commercial Long-Term Care Insurance ； Purchase Intention

參考文獻

參考文獻

中文部分

王卓聖（2013）。OECD國家之長期照顧改革策略借鑒及啟示。社區發展季刊，141，45-60。

王雅慧、黃盈綺（2014）。寵物保險購買動機與購買意願之研究。觀光與休閒管理期刊，2，30-43。華藝線上圖書

宋畹玖（2011）。高齡化社會下台中市民對「商業性長期看護保險」購買動機、認知與消費者行為實證分析之探討。嶺東通識教育研究學刊，4（1），123-171。華藝線上圖書館。