| 摘要: | 在國際化、自由化浪潮的衝擊下，2001 年由於金控法的通過，准許金融控股公司跨業經營保險，此將開創我國金融跨業經營及組織再造的有利環境，促使了壽險業多重行銷通路的興起。本研究的目的即了解不同的消費者對購買人身保險評估的準則及購買人身保險行銷通路偏好的差異性，以提供壽險業者選擇目標市場及擬定行銷策略之參考。
因此，若能藉由了解客戶在購買保險之購買管道、動機，在購買過程的涉入情況，對於購買意願之影響，以了解顧客的購買決策及過程，便能擬定適當的行銷策略及經營作為，不僅能吸引新顧客上門，還能藉由了解消費者購買決策及過程而留住老顧客，建立企業經營的競爭優勢。
本研究為探討人身保險商品的產品涉入、保險通路、購買意願之關係模式，本研究以問卷為調查工具，使用的分析工具為 SPSS 12.0 統計套裝軟體，所採用的資料分析方法則有因素分析、集群分析、變異數分析、相關分析、迴歸分析、階層迴歸分析等，以了解變項之間的因果關係。結果顯示：
1. 人身保險商品產品涉入對消費者購買意願有顯著正向影響。
2. 人身保險商品產品涉入對保險通路偏好有顯著正向影響。
3. 保險通路偏好對消費者購買意願有顯著正向影響。
4. 保險通路偏好在人身保險商品產品涉入對消費者購買意願影響關係中，具有中介效果。
In internationalization, under liberalized tide impact, in 2001, because Financial holding law of corporation passing, approval finance Holding company conglomerate insurance. This will found our country finance conglomerate and the organization restoration enabling environment, has urged life insurance industry multiple marketing channel starting. The purpose of this study was to understand the different consumers on the purchase of life insurance criteria for assessment and purchase of life insurance marketing channels preferences diverged, to provide the life insurance industry select target markets and develop marketing strategies for reference.
Therefore, if by understanding customers buy insurance to buy pipes, motivation, involvement in the buying process conditions, the impact on purchase intentions, in order to understand the customer's buying decision and process, can develop appropriate marketing strategies and business as not only to attract new customers home, but also by understanding the consumer buying decision and process to retain old customers to establish business competitive advantage.
This study investigated the involvement of products of life insurance products, insurance, access, and purchase intention relationship model for the investigation of this survey instrument, the use of analytical tools for the SPSS 12.0 statistical software package, using the data analysis method, there were factors analysis, cluster analysis, ANOVA, correlation analysis, regression analysis, hierarchical regression analysis to understand the causal relationship between variables.
Result demonstration:
1. Life insurance product involvement on consumer purchase of goods will have a significant positive effect.
2. Life insurance product involvement on the insurance of goods have a significant positive effect on access preferences.
3. Insurance channel preference of purchasing a significant positive effect.
4. Insurance channel preference in the life insurance product involvement on consumer purchase intention relationship, the effect of intermediary. |
