| Summary: | 碩士 === 逢甲大學 === 保險所 === 95 === A survey was conducted to understand consumers’ recognition and attitude on a product called “Maximum Life Time Health Insurance”. According to consumers’ real-life purchase situations, we divide those people into four purchase groups and use some statistical methods (i.e. chi-square, one-way ANOVA, and correlation analysis) to confirm some variables (i.e. recognition, attitude, population statistic variables, information, and purchase ways). Does the model between each other show remarkable difference and correlation or not?
Through this paper, we hope we can find the consumer’s behavior and purchase characteristics on health insurance in Taiwan, and the findings will help insurers to plan suitable marketing strategies.
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