The impact of corporate image and trust on purchase intention in Taiwan’s insurance sector

• Main Authors: Ta-yuan Chang, 張大元
• Other Authors: Yen-Ting Chiu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/p7m4g3

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 103 === According to the statistic of The Life Insurance Association of The Republic of China, the traditional salesperson channel, which has been developed for over 60 years, the revenue of the new insurance premium of policy-marketing is about 487.5 billion dollars in 2014; that of bank marketing channel, developed only over a decade, however, has reached to 558.6 billion dollars. Over 99% sales of bank marketing channel, come from endowment insurance of fixed deposit-like, and it is 127% of traditional salesperson channel. Therefore, it is apparent that the endowment insurance of bank marketing channel is the main factor that has better sales performance than salesperson channel. But the statistics also shows the medical insurance of bank marketing channel is only 1.4% of salesperson. Why do endowment insurance and medical insurance of salesperson and bank marketing channel have such great disparity in percentage? The study is to understand the reasons whether customers will consider corporate image and trust of the salesperson while purchasing low-complexity product, endowment insurance, and high-complexity product, medical insurance, then influence their purchasing intention. The object of the study is mainly focused on over-20-year-old adults, via internet questionnaires, recovering 291 shares valid questionnaires. The result of the study discovers that customers have better cognition of the corporate image on bank or insurance company, and they will put more trust in this marketing channel and increase their purchasing intention. When customers purchase such complicate products such as medical insurance, they emphasize the trust on marketing channel far better than corporate image. The result of the study may be used as a reference for marketing channel for insurance salesperson.