The Study of Consumers’ Intention Of Purchasing Insurance Products –By Excepting Economic Business Indicators As The Moderator Variable

• Main Authors: Chan,Tsai-Tang, 詹采唐
• Other Authors: Wei Yuan Wang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/08791165104017203097

碩士 === 實踐大學 === 企業管理學系碩士班 === 100 === The international economic development is unstable in recent years... Supreme mortgage crisis suddenly happened in U.S in 2007, and the financial tsunami in the wake in following year.. The global financial markets confronted the “euro zone debt crisis” again in 2011,that might lead to the economic decline, dropping stock price, high unemployment rate, decreasing amount of trading, and caused the reducing of entire economic activities, affecting the export orders of technology industry…etc.. Accordingly, the financial tsunami “unpaid leave” emerges again in job market. The Common Wealth Magazine (2011) quoted《The Economist》magazine’s headline : “scared time is coming, the global economic is approaching to dangerous ”as a description of global economics. Researches over past years demonstrate the influence on relationships among insurance revenue, insurance demand, and overall economic factor. With the increase of insurance coverage and prevalence ratio, therefore the purpose of this study is to combine consumers’ characteristic and insurance product to explore the impact of customer characteristics, involvement, and perceived value on purchasing intention by expecting economic business indicators as the moderator variable. The study adopted internet and paper questionnaires in the research of customers who had ever bought insurance product or will consider buying insurance in the future. The study used the method of single and hierarchical regress in SPSS 17.0’ to verify the hypothesis with following results：(1) Customer characteristics, involvement, and perceived value had significant and positive influence on purchasing intention. Besides, the perceived risk probability of involvement had negative influence on purchasing intension, but not noticeable in statistics. (2) The variables of expecting economic business indicators had positive significant moderating influence on the links of consumer’s product knowledge on purchasing intention.(3) The variables of expecting economic business indicators had positive moderating influence on the links of consumer’s protection demand, financial demand, importance of product, perceived importance of negative consequences of mispurchase, quality value on purchasing intention.(4) The variables of expecting economic business indicators had negative moderating influence on the links of consumer’s sign value, price value, functional value on purchasing intention.