| Summary: | 碩士 === 逢甲大學 === 風險管理與保險學系 === 101 === This research investigates the difference for Taiwan and Korea consumers’ acceptance of shopping insurance products through TV shopping Channel.This research through questionnaire survey and online survey collect the research data. And applying logistic regression analysis to analysis the demographic variables、shopping experience on TV shopping channel and shopping experience of insurance products will affect purchase intention of Taiwan and Korea consumers for the insurance products sold on TV shopping channel ? Also analysis the difference of consumers characteristics about Taiwan and Korea consumers who shopping insurance products through TV shopping channel and which determinants affect Taiwan and Korea consumers&;#39; intention to or not to purchase insurance product sold on TV shopping channel.The results of this study show:
1) Under demographic variables.When both Taiwan and Korea interviewees have higher education, they will have higher purchase intention for insurance product sold on TV shopping channel. When Taiwan and Korea interviewee is in the same age, Korea interviewee will have higher purchase intention for insurance product sold on TV shopping channel than Taiwan interviewee.
2) Under consumers’ TV shopping experience variables.When both Taiwan and Korea interviewees who have ever purchased 3C products, insurance product , health food, kitchen utensils and furniture will have higher purchase intention for insurance product sold on TV shopping channel.When both Taiwan and Korea interviewees who have ever purchased clothing,shoes,hand-bag,health food,cosmetics and sports goods.Korea interviewee will have higher purchase intention for insurance product sold on TV shopping channel than Taiwan interviewee.
3) Under consumers’ insurance products shopping experience variables Both Taiwan and Korea interviewee who have ever purchased permanent life insurance, accident insurance, travel accident insurance will have higher purchase intention for insurance product sold on TV shopping channel.
Under three different variables .Korea interviewee will have higher purchase intention for insurance product sold on TV shopping channel than Taiwan interviewee.Taiwan insurance industry and TV shopping industry should take the results of this study to modify marketing and to improve sales performance.
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