Purchasing Intention of Employers' Liability Insurance

• Main Authors: Chen-Yun Lee, 李貞昀
• Other Authors: Wan-Ling Chang
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/18273135005804600845

碩士 === 朝陽科技大學 === 保險金融管理系 === 104 === Among the various risks an enterprise faces, the employer’s liability risks caused by occupational hazards of the employees cannot be ignored. According to the statistics issued by the Bureau of Labor Insurance, the incidence rate of occupational accidents was about 15.26% in 2014. If this kind of risk occurs, there must be a considerable degree of influence on enterprise risk programming; possibly resulting in a direct impact on the operation or even the existence of the enterprise. Therefore, if the employer can make appropriate insurance options for potential occupational hazards in advance, business risks will be effectively reduced, and the best interests of the employer and the employees will both be protected. To lay its theoretical foundation as to propose the research framework and assumptions, this study did a literature review on risk perception, insurance involvement, perceived value, and purchase intention first. Its research method was to collect information by questionnaires, to investigate the influence of the business owners’ perception of employers’ liability insurance, insurance involvement, and perceived value on their purchase intention of employers' liability insurance. A total of 473 questionnaires were distributed and among the collected were 361 valid ones. The data were analyzed for hypothesis testing through statistical methods including descriptive statistics, independent-sample t test, one-way analysis of variance, Pearson correlation analysis, regression analysis and hierarchical regression. It is the finding of this research that employers’ liability risks perception, insurance involvement and perceived value all have a positive impact on business owners’ purchase intention of employers’ liability insurance. Therefore, the research findings are presented here as recommendations for insurance practice and further study.