Discussion of Factors Affecting Consumers’ Purchasing Decision on Long-term Care Insurance with Analytic Hierarchy Process

• Main Authors: Po-Ing Chen, 陳寶嬰
• Other Authors: 郭輝明
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/23301790387577289330

碩士 === 樹德科技大學 === 金融系碩士班 === 102 === Abstract With the imbalance of demographic structure in Taiwan, the issue of demanding long-term cares insurance, causing by aging population, is becoming a concern for domestic compatriot. The World Health Organization (WHO) estimate that the potential demand period of long-term care requirement is 7~9 years and it is 7.3 years estimated by the domestic researches by surveying of domestic life expectancy and disease pattern. According to the Taiwan Association of Family Caregivers, the monthly average cost of living of handicapped or disability is approximately 30 to 80 thousands NTD. The cost can be an unbearable burden for a caregiver. Tragedy happens when one family member can’t stand the pressure for carrying out who needs long-term care. In current circumstances, long-term care insurance is vulnerable comparatively to other insurances. How can it being attached importance to public? “The evaluating elements of consumers who interested in long-term care insurances” is the subject of this study. By interviewing 18 persons who are age 40 above and having experiences of purchasing long-term care insurances, the evaluating elements are being collected and assessed. Utilizing KJ method to categorize and to establish hierarchical structure, 6 compositions and 30 elements are derived. Then the AHP method is used to assess the process. In additional, this study compares the differences between various consumers and evaluating elements. Those factors turn up to be a primary concern of “corporate images” of whom consumers’ consideration. The Corporate Social Responsibility Report (CSR) has been a part of enterprises’ competitiveness. Key words: Long-Term Care Insurance,Iinterview, KJ method, Analytic Hierarchy Proces (AHP)