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| Title: | 台灣壽險業消費者行為
The consumer behavior in buying life insurance in Taiwan |
| Authors: | 蔡英哲
Tsai, Ying-Che |
| Contributors: | 鄧家駒
Mark Tang, K. G.
蔡英哲
Tsai, Ying-Che |
| Keywords: | 直效行銷
銀行保險
壽險業務員
多變量分析
知覺風險
服務品質
市場區隔
消費者行為
Direct Marketing
bacassurance
Agent
multivariate analysis
perceived risk
service quality
PZB Model
segmentation
consumer behavior |
| Date: | 2000 |
| Issue Date: | 2009-09-18 19:22:53 (UTC+8) |
| Abstract: | 本研究對曾經以直效行銷方式購買保險的台灣地區消費者，根據各縣市人口比例進行隨機分層抽樣，共發出問卷5066份回收有效問卷913份，並以PZB衡量服務品質模型中的感受的服務 (Perceived Service) 變數做為區隔市場的基礎。經多變量統計分析，將DM、TM、Agent三個行銷管道中各自區隔出三種消費族群；銀行保險管道區隔出四個消費集群。每一個集群配合卡方檢定，對購買壽險的「利益因素」與構成知覺風險高低因素中的「價格/意願」、「商品知識/偏好」「態度/涉入」、「訊息來源/管道偏好」與「人口統計變數」共六個行為變數來解釋集群的行為特徵。研究發現：
1. DM管道消費者(831人)的行為特徵在「利益因素」為便宜、保險是理財套餐一部份、透過其他商品而購買；在「商品知識/偏好」為終身險、儲蓄險、重大疾病險、團體險、意外險；在「態度/涉入」重視的為是否有專人服務與諮詢、與接觸訊息時點有關；在「訊息來源/管道偏好」為業務員、郵局；在「人口統計變數」為年齡集中於23~37歲(71%)、教育程度集中於高中~大學(89%)、居住地區北部(39%)、南部(30%)、中部(26%)。
2. TM管道消費者(57人)的行為特徵在「利益因素」為保險是理財套餐一部份、透過介紹後喜歡並購買；在「商品知識/偏好」為終身險、儲蓄險；在「態度/涉入」重視的為是否有專人服務與諮詢；在「訊息來源/管道偏好」為業務員、TM；在「人口統計變數」為男性居多(68%)。
3. Agent管道消費者(839人)的行為特徵在「利益因素」為購買程序方便、信賴金融機構知名度；在「商品知識/偏好」為重大疾病險、團體險；在「態度/涉入」重視的為是否有專人服務與諮詢、與接觸時點有關、保障內容保費高低、接觸與了解的過程、售後服務、購後滿意程度；在「訊息來源/管道偏好」為業務員、金融機構櫃檯；在「人口統計變數」為年齡集中於23~44歲(83%)、教育程度集中於高中~大學(88%)、職業以民營職員、自由業、自營商人、公教人員。
4. 銀行保險管道消費者(101人)的行為特徵在「利益因素」為信賴金融機構知名度；在「商品知識/偏好」為儲蓄險；在「態度/涉入」重視的為購後滿意程度；在「人口統計變數」為家庭收入9萬以下(80%)、婚姻狀況已婚佔55%。
This paper investigates the Taiwan`s consumers who ever bought insurance by way of direct marketing channel. According to both of random stratified sampling and the proportion of each state`s populations, we mail out 5066 articles of questionnaire and gain the 913 effective responses totally. The variable of segment is "perceived service" which is from the PZB model of 1994`s version. With the multivariate analysis, we get 3 clusters on each marketing channel of DM, TM, Agent, and 4 clusters on Bancassurance. To each cluster, we apply χ2 Test to test whether it is significant to those behavior factors which are "Interest for buying insurance", "Price/Intention", "Product knowledge/Preference", "Attitude/Involvement", "Information/Channel", and "Population profile".
┌────┬─────┬─────┬─────┬─────┬─────┬─────┐
│ │Interest │Price/ │Product │Attitude/ │Informati-│Population│
│ │buying │Intention │knowledge/│Involveme-│on/Channel│profile │
│ │insurance │ │Preference│nt │ │ │
├────┼─────┼─────┼─────┼─────┼─────┼─────┤
│DM │Cheaper, │ │Whole life│Consultant│Agent,post│Age │
│ │One stop │ │, Endowme-│exist or │office │between 23│
│ │shopping, │ │nt Dread │not, The │ │and 37, │
│ │Cross │ │disease, │dealing │ │education │
│ │buying │ │group │moment, │ │between │
│ │ │ │insurance,│ │ │high │
│ │ │ │accident, │ │ │school and│
│ │ │ │ │ │ │university│
│ │ │ │ │ │ │resident │
│ │ │ │ │ │ │area on │
│ │ │ │ │ │ │north, │
│ │ │ │ │ │ │middle of │
│ │ │ │ │ │ │Taiwan │
├────┼─────┼─────┼─────┼─────┼─────┼─────┤
│TM │One stop │ │Whole │ │Agent │Male(68％)│
│ │shopping, │ │life, │ │ │ │
│ │Acceptance│ │Endowment,│ │ │ │
│ │after │ │ │ │ │ │
│ │explanati-│ │ │ │ │ │
│ │on │ │ │ │ │ │
├────┼─────┼─────┼─────┼─────┼─────┼─────┤
│Agent │Convention│ │Group life│Consultant│Agnet, │Age betwe-│
│ │, Trust │ │, Dread │exist or │Bancassur-│en 23 and │
│ │ │ │disease, │not, The │ance, │44, Educa-│
│ │ │ │ │dealing │ │tion │
│ │ │ │ │moment, │ │between │
│ │ │ │ │Contents │ │high scho-│
│ │ │ │ │and price,│ │ol and │
│ │ │ │ │The deali-│ │university│
│ │ │ │ │ng process│ │, │
├────┼─────┼─────┼─────┼─────┼─────┼─────┤
│Bancass-│Trust, │ │Endowment │Emphasis │ │Family │
│urance │ │ │ │the satis-│ │income │
│ │ │ │ │faction │ │below │
│ │ │ │ │ │ │NT90000, │
│ │ │ │ │ │ │married │
│ │ │ │ │ │ │(55％), │
└────┴─────┴─────┴─────┴─────┴─────┴─────┘ |
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| Description: | 碩士
國立政治大學
風險管理與保險研究所
89 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#A2002002033 |
| Data Type: | thesis |
| Appears in Collections: | [風險管理與保險學系] 學位論文
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