民眾基於知覺價值與知覺風險對長期照顧保險購買意願之研究

科技與醫療日益進步，人口平均餘命不斷上升，因為意外與疾病造成需要長期照顧的人口比率也同時大幅攀升，借鏡於日本現今的高齡化社會所衍生出的問題，台灣政府與民間保險企業皆以各自的方式來面對這無法避免的未來，而民間保險企業如何從消費者在購買長期照顧保險時的顧慮與疑問切入，了解消費者購買長期照顧商品的動機，進而創造更優質的商品乃是本研究之目的。本研究提出從知覺價值與知覺風險的角度去對此問題進行探討。本研究從身邊的朋友、同學以及客戶以便利抽樣的方式進行問卷調查，共計回收215份有效問卷，結果顯示(a) 知覺價值構面中的商品品質與公司優良品牌對購買意願有正向顯著的影響，(b) 知覺風險構面中的消費者對商品的心理風險對購買意願有負向顯著的影響。本研究結果對民間保險企業設計商品方針與銷售策略具一定助益。

關鍵字

長期照顧保險；知覺價值；知覺風險；購買意願

並列摘要

With the advancement of technology and medical care, the average life expectancy of the population continues to rise, and the proportion of the population requiring long-term care due to accidents and diseases has also risen sharply at the same time. Referring to the problems arising from Japan's aging society today, the Taiwan government and private insurance companies are both Face this inevitable future in their own ways, and how private insurance companies can start from consumers’ concerns and questions when purchasing long-term care insurance, understand consumers’ motivations for purchasing long-term care products, and then create better products. is the purpose of this study. This study proposes to explore this issue from the perspective of perceived value and perceived risk. In this study, a questionnaire survey was conducted from friends, classmates, and customers around us by means of convenience sampling, and a total of 215 valid questionnaires were collected. The results show that (a) the quality of the product and the company's excellent brand have a positive and significant impact on the purchase intention, (b) Consumers' psychological risk for commodities has a negative and significant impact on purchase intention. The results of this study are helpful to private insurance companies in designing commodity policies and sales strategies.