| Summary: | 碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 103 === 445 consumers, residing in Taipei, aged 20 and over, each having full legal capability, took part in the research as the object of study.
This study attempted to identify consumers’ purchase intention on fire insurance policies, in particular consumers’ purchase decisions on the fire insurance policies, the current status of purchase intention, the factors influencing consumers’ decisions on their purchase of fire insurance policies, the difference between consumers with varied backgrounds in terms of their purchase intensions and decisions, as well as the influence on consumers’ purchase intention imposed by their purchase decisions.
Research results are summarized as follows: 1. consumers maintained a medium or high level of purchase intention, a medium level of awareness in terms of option evaluation, and a low level of awareness for their needs; 2. a portion of consumers with different backgrounds revealed a significant level of difference in terms of their awareness for their needs of fire insurance policies; 3. a portion of consumers with varied backgrounds revealed a significant level of difference as far as fire insurance information-gathering is concerned; 4. a portion of consumers with different backgrounds revealed a significant level of difference in terms of their fire insurance option evaluation; 5. a portion of consumers with different backgrounds revealed a significant level of difference in terms of their purchase intentions on fire insurance policies; 6. the variable awareness of need revealed a significant level of predictive power over the purchase intention; 7. the variable information-gathering maintained a significant level of predictive power over the purchase intention; and 8. the variable option evaluation maintained a significant level of predictive power over the purchase intention.
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