外交部為提升我國青年國際觀及國際競爭力,並促進國際青年交流。在2004年6月始先後與紐西蘭、日本、加拿大、德國、韓國、英國、愛爾蘭共和國、比利時、波蘭、匈牙利、斯洛伐克共和國、奧地利、澳洲等國,共同簽署實施「打工度假計畫協議」。台灣打工度假青年每年大約有3萬多人,但是每年意外頻傳,巨額的醫療費與後送費讓一般家庭人難以負荷。因此,本研究想探討在資訊發展的時代,媒體與政府保險知識推廣下,打工度假青年的知覺風險、產品知識、品牌形象對保險購買意願之關係。 本研究採用問卷調查法,問卷總共發放380份,網路採集數為25份,紙本實際回收有效問卷為291份,有效問卷總共為316份,所得資料以SPSS19.0版進行資料的處理、分析,並採用敘述性統計、獨立樣本T檢定、單因子變異數分析、相關分析法、迴歸分析及層級迴歸方式等方法進行分析與假設驗證。 研究結果發現,打工度假青年的知覺風險對購買意願有正向影響;打工度假青年的產品知識對購買意願有正向影響;打工度假保險的品牌形象對購買意願有正向影響;透過提高品牌形象可以提高產品知識,進而提高購買意願。最後依據以上研究結論,分別對保險業者與未來研究者提出相關建議,以供參考。
Ministry of Foreign Affairs to enhance the international perspective and international competitiveness for young Taiwanese, and promote international youth exchange. Beginning in June 2004 with New Zealand, Japan, Canada, Germany, South Korea, the United Kingdom, the Republic of Ireland, Belgium, Poland, Hungary, Slovakia, Austria, Australia and other countries, signed the implementation of " An Arrangement on Working Holiday Scheme ".Each year, the young Taiwanese go to working holiday have 30,000 people , but frequent accidents, huge medical expenses and evacuation costs make it difficult to load the average family. Therefore, this study would explore the development in the information age, the media and the government to promote the knowledge of insurance, Working holiday youth’s perceived risk, product knowledge, brand image of the insurance purchasing intention relations. This study used questionnaires, issued a total of 380 questionnaires, collecting data for the network 25, the actual paper copies of valid questionnaires was 291, a total of 316 valid questionnaires, information to data processing SPSS19.0 version, analysis, and using descriptive statistics, independent samples T test, one-way analysis of variance, correlation analysis, regression analysis and hierarchical regression methods of analysis and hypothesis testing. As the results of this research indicate, when it comes to working holiday Youth, their perceived risk has positive influence on purchasing intention. The working holiday youth’s product knowledge has positive influence on purchasing intention. The working holiday insurance’s brand image has positive influence on purchasing intention. brand image mediated the relationship between product knowledge and purchase intention is also examined. According to the aforementioned results from this paper, in the end this researcher will give related advice respectively for insurance companies and researchers on this topic for their future reference.