商業醫療保險公司形象、醫療保險知識與 醫療保險費對顧客投保意願之關係研究

Study Of The Relationship On The Willingness Of Customer Insuring Between The Image Of Commercial Health Insurance Companies, Medical Insurance Knowledge And Medical Insurance Costs

張紹晋(Shao-Jinn Chang)

指導教授 ： 謝俊宏

國立臺中科技大學/管理學群/企業管理系事業經營碩士班/碩士(2011年)

https://doi.org/10.6826/NUTC.2011.00056

摘要

摘要
醫療科技的進步使得人類的平均壽命增加,促使國人對於醫療保健的需求日漸提升,帶動商業醫療保險市場之成長,令人不可忽視。故本研究擬以問卷調查的方式,探討消費者購買商業醫療保險之投保意願與保險公司的企業形象、顧客對於保險方面的相關知識與保險費用的多寡等影響因素進行深入的瞭解。本文以台中市年齡介於20歲以上至60歲以下有購買保險能力之居民為研究對象,總計發放500份問卷,回收有效問卷數為470份,有效問卷回收率達94%。經由研究結果發現,企業形象、保險知識及保費對顧客投保意願皆有正面顯著的影響。而使用者的人口變項差異分析結果發現,其中三個變項較為顯著,分別為薪資所得、年齡、及教育程度等,因此未來壽險公司從事終身醫療保險行銷規劃,可針對這些顯著影響的人口變項,從事市場區隔並鎖定適合的保戶目標市場,從事行銷活動。對於商業醫療保險的購買者而言,商業醫療保險的企業形象、產品的相關知識以及保費的訂定才是真正影響商業醫療保險購買者投保意願的主因。

關鍵字

醫療保險 ； 企業形象 ； 保險知識 ； 顧客投保意願 ； 保費

並列摘要

Abstract
With advances in medical technology, human life expectancy increased, prompting people to gradually increase the dem& for health care, promote the growth of commercial health insurance market, it can not be ignored. The purpose of this study was to survey the way of consumers to buy commercial health insurance & the insurance company will purchase the company image, customer knowledge for the insurance & insurance fees vary factors such as depth of underst&ing. In this paper, Taichung City between the ages of 20 to 60 over the age of the residents have insurance coverage or ability to study, a total of 500 questionnaires were issued, the number of valid questionnaires was 470, & the effective response rate was 94%. It was found, br& image, product knowledge & price on purchase intention Jieyou significant positive impact. The difference between the user's statistical analysis of variables was found between the different statistical variables, neither has a significant difference. For buyers of commercial insurance, commercial health insurance br& image, product-related knowledge, & set the price of the real impact on business health insurance the main reason buyers purchase intention.

並列關鍵字

Medical Insurance ； Company Image ； Insurance Knowledge ； Customer Purchase Intentions ； Insurance Expense

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