The effect of Product Involvement, Perceived Risk and Subjective Norms on Consumers' Purchasing Intention: A case study of Cathay Life Insurance Company

• Main Authors: LIN, CHIA-LING, 林家鈴
• Other Authors: LIN, WEN-BAO
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/324p2h

碩士 === 國立高雄師範大學 === 事業經營學系 === 106 === In recent years, with the rapid economic growth, people’s income levels have improved, and insurance concepts have become more mature. It is extremely important for insurance companies in Taiwan to break through the barriers, develop new customers and mantain old customers. Therefore, this aim of this study is to examine the influence of consumers’ perceptions of insurance; the influence of consumer purchase insurance and the willingness of recognition in the view of prospective policyholders. Through this study, we learned that the connection to product involvement, perceived risks, subjective norms and motivating consumers to have a purchasing intention. In this study, the “questionnaire method” was used to collect data and the policy holders of over 25 years of age who were insured for life insurance products of Cathay Life Insurance were selected as the research object. 331 questionnaires were issued, with 321 valid questionnaires were collected, and the effective recovery rate was 96.98%. The results showed that the subjective norms had significant positive effect on the product involvement; the product involvement had significant positive effect on the perceived risk; the subjective norms and product involvement also have significant positive effect on purchase intention; however, perceived risk had significant negative effect on purchase intention.