A Study of Impact Factors for Purchasing Behavior on Unit-Link Insurance Products

• Main Authors: Chi-An Chung, 鍾起岸
• Other Authors: Tung-Ming Yan
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/06124406532544275216

碩士 === 朝陽科技大學 === 保險金融管理系碩士班 === 95 === Abstract Since Netherlander promoted the first investment insurance commodity in 1956, the history of investment insurance commodity from now has already attained half-a-century. The investment insurance commodity has been existed in other countries for many years; the bill is passed by the Taiwan Legislative Yuan on 2001/6/29. President announced the law of insurance partial article bill for amendment on 2001/7/9. The management basis is given officially and revealed the investment insurance commodity for the insurance business entrepreneur. This research main motive lies in the understanding to affect the consumer to invest the insurance commodity purchase behavior correlation factor, because the insurance commodity purchase wish is increasingly low, and the deposit interest rate reduces 1.8%, makes the tradition insurance to stop sells or increasingly expensive, the insurance company responsibility reserve fund pressure is more and more high, the customer purchasing power reduces, the clerk average income reduces, the clerk population reduces, the clerk quality is requested the promotion, therefore the insurance commodity must reform, each greatly insurance company namely carried on insurance commodity risk shifting positively from 1999 to 2003, the investment insurance commodity birth, just might take advantage of this the risk shifts, therefore investment insurance commodity also sale. The research displays following result: In the marketing stimulation factor aspect, the age factor causes the commodity content marketing stimulation factor to be different. Life insurance clerk when sales promotion investment commodity, the accurate person insured''s age level is the marketing important basis moreover is important attribute of the influence deal. The marital factor will cause the outside media marketing stimulation differently. In the outside media marketing stimulation factor can because of the marital difference and the difference, by the clerk viewpoint appraised the outside media marketing stimulation factor has the remarkable influence to the married customer. In the environment stimulation factor aspect, the significant environment stimulation factor can be different because of the level of education of customer. Analysis the level of education of customer, the higher level of education is the less to get the purchase investment insurance wish; the high level of education customer will not receive the environment stimulation factor influence to purchase the investment insurance. But the significant stimulation environment stimulation factor can because of the customer marital factor remarkable different. After the environment stimulation factor analysis, the married customer can receive affects purchases the investment safe commodity. Therefore the clerk in the choice object also should by married primarily. In the environment stimulation factor aspect, the level of education and the marital factor will cause the main environment stimulation factor to be significant differently. The insurance company must make the strategy for the investment insurance commodity marketing, because the consumer group is centralized in the medium level of education and married group. Therefore, Should be even more pay attention to the demand of these groups. Synthesizes above research: The clerk must lengthen the working life and promote the work achievements. By the age, the marriage, the education level took chooses the customer important attribute. On the investment commodity marketing should pay great attention to the image and the commodity packing. The insurance company should diversify the individualizing fine in the marketing strategy. The insurance company should invest the profit by the customer primarily, to expand the commodity percentage rate and to keep the continue gives rate. Key words: investment insurance commodity, marketing stimulation factor, and environment stimulation factor