投資型保險的購買動機與消費決策之探討

The Study of Purchase Motivation and Consumption Decisions of Investment Linked Insurance Product

陳枝楠(CHEN CHIN NAN)

指導教授 ： 李俊鴻

亞洲大學/管理學院/國際企業學系碩士班/碩士(2006年)

摘要

投資型保險商品為近年來消費者較重視的投資工具之一，不僅具有傳統壽險的功能，亦能滿足消費者在投資、理財甚至節稅等多項需求。投資型保險商品的推行在日益競爭的保險市場中即佔有高度的競爭優勢，未來更將逐漸取代傳統保險而成為各壽險公司極力爭取的市場。然而，消費者投保投資型保險商品的動機為何？投資型保險商品的投保動機集群究竟有哪些類型？投保動機集群在投保行為的差異為何？而投保動機集群與保費支出類型在忠誠度及滿意度是否有顯著差異？...等問題，即為政府與壽險業者相當重視之課題。對於壽險業者在推銷投資型保險商品而言，以投保動機來區隔投資型保險商品市場將是一種有力的行銷工具。
綜上所述，本研究以因素分析法萃取出消費者在投資型保險商品投保動機的認知因素，接著利用集群分析來區隔出投資型保險商品的投保動機集群，最後則以投保動機集群與保費支出類型為基礎，利用雙因子變異數分析探討前述市場區隔因子在消費者整體滿意度與忠誠度的主效果與交叉效果。研究結果發現：(1)「資金籌措」有最大的解釋變異且最受消費者之重視，顯示出投資與理財動機為投資型保險商品市場中最大的核心所在；(2)由集群分析所區隔出的三個投保動機集群得知，「多元動機群」為最重要的市場區隔，且其滿意度與忠誠度亦高於其它動機集群；(3)保費支出多寡對投保動機與忠誠度的影響效果將扮演著顯著交互影響之變數。

關鍵字

投保動機 ； 投資型保險商品 ； 市場區隔

並列摘要

The investment linked insurance, one of the investment tools which consumers relatively paid attention to in recent years, not only has a function of the traditional life insurance, but also satisfies consumers in multiple demands, such as investment, financing even festival tax, etc. The pursuing of the investment linked insurance has high competitive advantages in the insurance market, will replace traditional insurance and become the market that every insurance company does their best to win .However what are the motivations for consumers to buy investment linked insurance？ Which are the types of purchase motivation clusters of the investment linked insurance？ What are the differences of the insuring behaviors of the purchase motivation clusters ? Are there significant distinctions in allegiance and contentment between purchase motivation clusters and the expenditure type premium？ It is the subject that the government and life insurance companies pay much attention to. For life insurance companies, purchase motivation will be a good marketing tool for market segmentation of investment linked insurance.
In conclusion, this research attempts to summarize the cognitive factors of purchase motivation in investment linked insurance products by factor analysis. Furthermore, use cluster analysis to segment the purchase motivation of investment linked insurance products. After all others, examine the main effect and the interactive effects on the market segmentation factor between consumers’ allegiance and contentment on the foundation of purchase motivation clusters and the expenditure type of premium. This research indicates （1）”Capital collection” is getting most explanation and receiving most attention from consumers, showing that the motivation of investing and financing is the core of the investment linked insurance market.（2）We can know that “muti-motivation cluster” is the most important part of market segmentation from three purchase motivation cluster segmented by cluster analysis.（3）The expenditure types of premium have significant interactive effects on purchase motivation and allegiance.

並列關鍵字

Purchase Motivation ； Investment Linked Insurance Products ； Market Segmentation

參考文獻

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