A Study of Consumer Behavior for Purchasing Insurance Products – An Application of the Theory of Reasoned Action

• Main Authors: Chang-ShengSu, 蘇長生
• Other Authors: Shuang-Shii Chuang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/q9n57w

碩士 === 國立成功大學 === 經營管理碩士學位學程(AMBA) === 101 === Since Taiwan government announced the opening of life insurance market in 1987, the life insurance industry has been quick flourishing. According to the Life Insurance Association statistics, by the end of 2012 life insurance company coverage was 222.97 percent, which indicates each person has two life insurance policies. As a result, life insurance has really become one part of people’s life. While consumers are selecting an insurance policy, they should not only select the insurer, but also find the professional insurance consultant (i.e. insurance practitioners) to help clearly comprehend the policy terms and the consumer (i.e. the policyholder and the insured person) rights. Therefore, the insurance agent’s personality traits (including professionalism, integrity, ethics, etc.), has become the important factor when consumers (i.e. policyholders) consider to purchase policy. This study is based on the Theory of Reasoned Action to investigate consumers' intentions to purchase insurance and behavior. Also, the study tries to find out the relationships between characteristics of the insurance consultant and the consumer behavior, in order to develop a conceptual framework model validated by empirical research. The questionnaires are designed by using Linear Structure Relation (LISREL) analysis to verify the suitability of various dimensions. The results are as follows: (1) Attitude has positive effect on buying insurance intentions. (2) Subjective norm has slightly positive influence on buying insurance intentions. (3) Insurance salesperson’s characteristics, such as ethics, has positive effects towards buying insurance intentions.