A Study on On-line Life Insurance Purchase Intentions of Consumers -Analysis by Benefit Segmentation

• Main Authors: Po-Sun Lin, 林伯陞
• Other Authors: Rong-Zu Chung
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/5rqm5z

碩士 === 銘傳大學 === 風險管理與保險學系碩士班 === 93 === Although Insurance industry developed later than bank and security industry in E-Commerce, growth and proportion of purchasing insurance on-line grow rapidly. Purchasing insurance on-line will become an important sales passageway and insurance must pay attention to it. The purpose of this study is finding benefits what consumers care about as they purchase insurance on-line. Besides, using life style and demographic variables to describe each benefit segment market and test there is significant relation within benefit segment market to provide sale advice to life insurance industry. The total amount of validity questionnaire is 400. Research methods including factor analysis, cluster analysis and 1-Way MANOVA of Multivariate analysis. Research results find： 1.21 benefit variables can reduce to 6 factors, including time convenient benefit, financial plan benefit, social fashion benefit, self-determination benefit, service benefit and information. Life style after cluster analysis, we can get 3 groups including home internet, self-determination and health attention. These groups are significant with total score and all benefit factors besides social respect benefit. 2.The relation between on-line frequency and purchase intention is significant but can’t represent it. 3.The relation between on-line purchasing frequency and purchase intention is significant but can’t represent it. 4.What consumers pay attention to most about life insurance’s web site is content detail (37%); the next is providing relative insurance knowledge (31%). Life insurance should avoid service gap when design their web site. 5.What consumers may purchase insurance on-line is travel safety insurance (25%) and investment insurance.