| Summary: | 碩士 === 育達科技大學 === 行銷與流通管理所 === 102 === Taiwan is now entering the forest can be described as the country's "aging or aging" is defined under the United Nations. Due to the phenomenon of declining birthrate and demographic changes, making the problem of an aging population tends more serious. Medical technology innovation and constantly enhance and prolong the life of the people has also increased the longevity risk (longevity risk).To construct a complete system of economic security for the elderly and individuals is becoming important for retirement planning. Government in recent years to promote the national pension and labor insurance annuity pension system reform and so, can be seen "annuity" for the elderly living in retirement security with economic importance and necessity. Pension system in Taiwan is roughly divided into three: The first layer is social insurance (civil servants, workers, national pension, etc.). The second layer is the occupational pension (new pension system, etc.). The third layer is a personal retirement savings (individual commercial annuities). To present our current situation, The first layer of social insurance and occupational pensions can not fully support the second layer support older people's economic security. The third layer needs to rely on personal savings to prepare for retirement. Architecture thesis research is the use of consumer behavior patterns EKB (1982). This decision-making process is the main axis To explore consumers' purchase decision making processes are demographic variables and other factors affecting the situation. This thesis is an exploratory study only focused on the individual (business) annuity terms. The questionnaire was using convenience sampling.In this paper we can get the following conclusions:(1) By the survey results, nearly 82.4% of consumers did not buy more personal (business) annuity insurance products, so the annuity market have a lot of potential business opportunities in Taiwan.(2) The purpose of the survey results show that consumers buy individual (business) annuity products for retirement planning is the most important, about 70% of people will buy.(3) Survey results show that when consumers buy individual (business) annuity insurance products, over 70% of the number of sources of information to be provided by the sales and marketing personnel, so the impact of sales and marketing staff is great.(4) The consumers recognize their contributions capabilities and financial condition of insurance companies are a personal (business) annuity product purchase intentions extremely important factor from the evaluation criteria scale purchase of personal (business) annuity insurance products
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