A Study on Purchasing Behavior of Life Insurance in the View of consumer Preference -–A Case of Life Insurance Policy-Holder in Tainan

• Main Authors: Chung-yung Ling, 林忠勇
• Other Authors: Yao-Men Yu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/99998027847690719091

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 95 === The life insurance in our country has been up to 176% until the end of 2005. This research with the literature discusses the influences of the life insurance policyholders’ consumer behaviors, because of the progress of social civilization and the changes of family''s structure and living style. This study adopts the variable questionnaires of life style to do the field survey. Because of the difference of life style, it can look into diverseness analyses of policyholders’ tactics for consumer behavior, the channels of insuring, and the assessments of buying insurance. The comprehensive investigation conclusion gets the suggestions to offer insurers as the reference on the marketing tactics.