| Summary: | 碩士 === 逢甲大學 === 保險所 === 94 === The trend of declining appears on the automobile insurance market in Taiwan during the decade in the past (deducts the compulsory automobile liability insurance market). It is imply that consumers tend to slump in demand to utilize automobile insurance goods for risk management. So this study will view from consumer to probe into between the purchase decisions and purchase intention of consumers for automobile insurance.
Frist, this study used the demographic variables and the characteristics of automobile uses to understanding what variables would be significantly influenced to purchase intention of consumers for automobile insurance. Second, this research took a separates of basis by the difference of views of attitude for consumer''s cognition of insurance, consumers are segmented into two groups of “risk aversion” and “self-protection” to understanding what difference of purchase decisions and purchase intention for two groups of consumers.
The conclusion is：
The frist stage, the consumers of the education degree is in the above one of high school duty and the job of financial/insurance industry, service business, business of self-operation, one has higher degree income or the person whom driving experience has 10~15 years that have significantly willingness to purchase consumers for automobile insurance.
The second stage, the consumers of “risk aversion” have significantly willingness to purchase consumers for automobile insurance and they have more purchased motive to automobile insurance for protect one/other-self life safety and the risk that the automobile collides or stolen and the aspect of purchasing evaluation factors, this group of consumers would pay more attention to the surface of company''s reputation and the surface of quality of service. The consumers of “self-protection” would be significantly influenced by policy price and in aspect of purchasing evaluation factors and this group of consumers would pay more attention to the surface of policy association/policy price and the surface of quality of service. The consumers of “self-protection” are more often research automobile policy message than one of “risk aversion”. However, those two groups of consumers don’t have difference opinion of purchase channel, purchase budget and purchase situation.
The research find that those two groups of consumers both consider that the price of policy is too expensive, demand had decreased by the depreciation of vehicle progressively, worrying about the dropping between policy contract and expect cognitive and don’t familiar with automobile insurance was the main factors result for consumers wouldn’t have intention to purchase automobile insurance.
In addition, the consumers of “risk aversion” also consider that owning other insurance coverage and having distrusts to the insurance company are others main factors result for them-self wouldn’t have intention to purchase automobile insurance. The consumers of “self-protection” think that the frequency of utilization of his/her own vehicle lacks the slump in demand caused and don’t clear which kinds of automobile insurance could accord with their needs are others main factors result for them-self wouldn’t have intention to purchase automobile insurance.
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