Purchasing Behavior of Group Insurance：An Exploratory Study

• Main Authors: Jing-LiangWang, 王景樑
• Other Authors: Tsung-Chi Liu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/32170035609269482609

碩士 === 國立成功大學 === 企業管理學系專班 === 101 === For enterprise, purchasing group insurance is not only for the lawful responsibility, but also for talent retention and employee's welfare enhancement. In the other hand, insurance company acknowledged the reason and motivation of purchasing the group insurance on customers with individual enterprise characteristic while expanding the group insurance business, which combined with undertaker’s perceived risk, then can help the expansion and development of group insurance market. The research used multiple-case study methodology on certain insurance company that carried four enterprises. And used the unstructured questionnaire to understand why the enterprises in different fields want to purchase group insurance, and how they to do evaluation on insurance companies in the decision process deeply; What type of perceived risk the undertaker bore in the process of purchasing, thereby influence the purchasing willingness of enterprise . Through comprehensive analysis of this case, the findings of the study were concluded as follows and hope it can provide reference for following research which related to quantify analysis to verify our finding and also provide alternative conclusion: 1. The enterprise characteristic will affect the purchase motivation of group insurance. 2. The enterprise characteristic will affect the purchase willingness of group insurance. But because the role and perceived risk of staff that will strengthen or weaken the influence of enterprise characteristic on purchase will.