Purchase Intentions of Educators Liability Insurance:The Effects of Prevention Focus and Risk Perception

• Main Authors: Pei-shan Tsai, 蔡佩珊
• Other Authors: Shi-jie Jiang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/965mj3

碩士 === 玄奘大學 === 企業管理學系碩士在職專班 === 102 === We adapt involvement theory as the basis of this paper and try to figure out effects of risk perceptions and preventions focus when considering purchase intentions of educators’ liability insurance. Teachers of ten public elementary schools in Taoyuan, Taiwan, are recruited as data samples in this paper. The empirical results show that risk perception has significant mediating effects between products involvement and purchase intentions. On the other hand, prevention focus plays moderating role on the relationship between products involvement and purchase intentions. Teachers with higher prevention focus are more willing to purchase educators’ liability insurance than teachers with lower prevention focus. The purchase intentions are more likely when products involvement is higher, which means that the higher products involvement plays a crucial role when considering purchase intentions of educators’ liability insurance. We suggest that mangers of elementary schools should help teachers to understand more on campus security and insurance companies should provide more suitable products to meet the needs of teachers of elementary schools.