| Summary: | 碩士 === 國立高雄第一科技大學 === 金融營運所 === 93 === In all countries including Taiwan, the finance industry always plays an important role in the economy development process. With industry growing up of Taiwan, the financial industry also goes into a seriously competition situation. As the Financial Holding Company Law implemented in 2001, legislation in November of 2001; now individual industry, bank, insurance company and negotiable securities business, can enter the area which is untouchable because the law restriction by financial holding company style. Because the high similarity of financial commodity the strategies about battle of price and commodity essence will erode the original profit. How to improve competitiveness and to gain more effective achievements by the discrimination between commodity and marketing are the urgent topics of the life insurance company.
As the knowledge level of common people grown up with the income and education level rise up as the advancement of risk plan and insurance ideas. People also become choosier about the safeguard and service of insurance commodity. This article is based on the corporation image, consumer characteristic and insurance policy to inquire into the customers over 20 years old in Tainan and Kaohsiung regions in population statistic and insurance purchase decision-making characteristic. This research sends out 800s of questionnaires totally, and the recycling effectively questionnaires are 493s. and do analysis with Frequency distribution, Barlett of Test Sphericity, Factor analysis, Cronbach`s alpha, Cluster analysis, Discriminate analysis, Cross-table, One-way ANOVA analysis and Pearson Chi-square examines.
This research sets out from consumers’ view point to discuss the influences of corporation image and purchase decision when customers purchase the life insurance commodity in Kaohsiung and Tainan regions. And then find out the different preference between each population statistic variable and different life insurance commodity. Generally speaking the insurance information of the participants always gets from direct contact with the people like introduction by friends and the insurance service. The consumer characteristics faced by different clusters also have different between them, these can be the important references for customer management and development.
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