| Summary: | 碩士 === 中國文化大學 === 生活應用科學研究所碩士在職專班 === 93 === The first factor mentioned in the Economy is “Resources”; the family livelihoods also have resources including human resources and material resources. “How to use them?” is the following question after you got the resources. The discussion of the family livelihood activities involves the usage of the resources, such as work and leisure, spending and saving…etc. Within all the needs of a family livelihood unit, the need for the economic safety increases with the growth of the family income. The family’s economic safety depends on the protection of the property insurance. Today, the car already becomes everyone’s daily necessity and major transportation, so the motor insurance especially the liability part is getting more important to every general family. One car accident will destroy several families (including the persons in the car hits and the car has been hit). Besides, lots of cars are bought by a car loan; the basic family economic safety will be challenged seriously without the insurance protection. The purpose of this study is to find out the major factors which influence the families purchase the car insurance, and further distinguish the need of the motor insurance by the way of the family created (the nuclear family, the middle-size family, and the extended family), also provide the information to the insurance companies and brokers to distinguish their market strategies which based on the different kinds of the car insurance purchased.
This study is using random selected Taiwanese and the Econometric model to research the factors which influence Taiwanese family purchases the motor insurance. The information source is from the random selected current motor insurance customers and the non-insured customers of one large property insurance company. The analyzed variables of this study can be divided into six groups:
1. Personal background information.
2. Car situations.
3. Geographic research information.
4. Psychological research information.
5. Behavioral research information.
6. The major purpose and the kind of the motor insurance purchased.
We will understand which variable has the most influent power to the decision making of buying motor insurance by using the economic model structure to analyze the above variables.
As the study result shows there are only ten in the total twenty-one variables will be more dominant. They are age, marital situation, spouses living together, religion, monthly family income, car brand, the weekly usage of the car, the self-graded driving record, the installation of safety equipments, and the family structure. so accordingly the insurance company can plan their selling strategies by using these more dominant influence variables to divide their markets and further lock the suitable target market in the future.
Key word : family, family livelihood unit, motor insurance
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