銀行保險消費者購買年金保險的意願

The willingness of purchasing Annuity Insurance on Bancassurance Consumers

廖璟綺(Ching-Chi Liao)

指導教授 ： 范姜肱

共同指導教授 ： 高棟梁(Tong-Liang Kao)

淡江大學/商管學院/保險學系保險經營碩士在職專班/碩士(2015年)

https://doi.org/10.6846/TKU.2015.00347

摘要

隨著台灣步入高齡化社會、低利率且高通貨膨脹的市場環境再加上金融控股法及銀行等金融機構合作推廣商品規範施行之相互加乘影響之下，使銀行保通路開始在市場上蓬勃發展；自2009年發展至今，銀行保險通路已佔整體壽險業約50%以上之市場佔有率，代表銀行保險為近年來市場之主流業務通路，也因此，若能瞭解銀行消費者對購買年金保險之意願，便能順利於銀行推廣年金保險商品之推廣。
本研究目的在於探討消費者藉由銀行保險通路願意購買或不願意購買年金保險的意願及銀行理財專員銷售年金保險之意願，以進出銀行的消費者及理財專員為研究問卷的訪問對象，以問卷調查方法進行研究，採獨立樣本T檢定方式探討，其一在銀行進行消費的客戶進行了解，其二從銀行理財專員進行了解探討，研究結果如下：
一、銀行消費者願意在銀行購買年金保險商品，因有「類似強迫儲蓄」及「免體檢理賠簡便」二因素有顯著影響。
二、銀行消費者不願意於銀行購買年金保險因「年金保險投資報酬率相對於其他商品（如債券、基金）低」之因素對銀行消費者有顯著影響其不願意購買之因素。
三、將理財專員不願意銷售年金保險之因素歸納為只選擇較易解說商品之基本觀念面、認為商品提前解約有損失、銷售時認定年金保險流動性不佳不具報酬率、針對年金保險之宣傳不足及其他如無額外稅賦優惠等因素。
關鍵字：銀行保險、購買意願、年金保險

關鍵字

銀行保險 ； 購買意願 ； 年金保險

並列摘要

As Taiwan get into the aging society, low interest rates and high inflation in the market environment, under mutual synergistic effects of the financial holding law and banking cooperation to promote insurance, it makes Bancassurance channel began flourish. Since 2009, the development so far, Bancassurance channel accounted for the life insurance industry as a whole about 50% of the market share, which means, in recent years Bancassurance is the mainstream market. As a result, by knowing the consumer wiliness to promote Annuity insurance is necessary.
The purpose of study is Bancassurance consumers will be willing to purchase the Annuity insurance or not and bank financing sales wiliness. In and out of the bank's consumer for the study and the questionnaire Interviews, using Questionnaire to examine the T test for independent samples to get the results from the consumers and financing sales.
The results are
1.Bancassurance consumers are willing to buy the Annuity insurance, because there are "similar to forced savings" and "Free medical claims simple”, two factors, which have significant influence.
2.Bancassurance consumers are reluctant to purchase Annuity insurance, because there is " Annuity ROI relative to other commodities (such as bonds, funds) Low ", which has signify influence.
3.Financing sales unwilling to sale Annuity insurance, because " they just choose easier insurance product to sale or interpret to customer "、" Annuity ROI relative to other commodities is lower "、"Lack of publicity for the Annuity Insurance " and “Others factors , such as no additional tax concessions”.

並列關鍵字

Bancassurance ； Wiliness ； Annuity Insurance

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