A study of the consumers' behavioral intention for purchasing medical insurance

• Main Authors: MIN-CHIEH LAI, 賴民倢
• Other Authors: Chang-Chun Li
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/30397589563471591408

碩士 === 高苑科技大學 === 經營管理研究所 === 101 === For the past decade of Taiwan, the quality of life and the public hygiene were improved, and there was the great progress of medical treatment. Therefore, the life is extended. With the increasing of the national income, people place more importance on their health than before, and are willing to pay more expenses on it in order to have better quality of health. National Health Insurance(NHI) which provided by government is only a basic insurance for people, however, there is still a gap to reach the standard of medical care and it is a heavy load for people to take care of the expenses which is not covered by NHI. If people desire the better medical treatments, consequently they need to purchase the medical insurances from the insurance companies to get the better medical protections. According to the theory of planned behavior (TPB), linear structural relationships (LISREL), and analysis of moment structure (Amos), the study is analyzed the consumers’ behavior intention in medical insurance. The study further investigates the effects of “attitude”, “subjective norm”, and “perceived behavioral control” variables on behavior intention in order to employ system theories to understand, analyze, and predict the correlated factors in consumers’ behavior intentions. The results of the study indicate that there is significant positive correlation between attitude and behavior intention and the major effective factor is the social relative benefit; there is significant positive correlation between subjective norm and behavior intention and the major effective factor is the primary group; and there is significant positive correlation between perceived behavioral control and behavior intention and the major effective factor is the facilitation conditions. In conclusion, based on the findings of the study, it provides suggestions to the insurance companies, academic communities and future researchers: for “attitude”, designing more different types of commercial medical insurance products in sharing the medicial expense; for “subjective norm”, building the insurance company image through the commercial advertisements and keeping good realationships with the customers to extend the potential customers; for “perceived behavioral control”, developing the insurance products to help people understand what they need in different stages of life and giving the professional training to the insurance sales to keep the good image in customers’ hearts. It is in hope to contribute its constructive information to the business industry and for reference.