A Study of Consumer Intention in Purchasing Online Insurance

• Main Authors: Chia-Chuan Chang, 張嘉娟
• Other Authors: 李培齊
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/74559526783036541035

碩士 === 淡江大學 === 管理科學研究所企業經營碩士在職專班 === 97 === Due to technology advances and the era of financial integration comes, there’s no doubt that the application of new channels is a necessary option for the insurance companies to create growth in the future. This study is to know the factors which influence the consumers’ intention of insuring on internet by questionnaire survey, and also try to find out the relevance among these factors. This study divides into 4 parts of dimension－consumers’ purchasing experience on internet, consumers’ cohort on internet, consumer s’ awareness of the insurance policy and intention of insuring on internet. It totally get 348 questionnaires response which includes 49 invalid ones and 299 valid ones. The duration of this survey is from June 1 to 5 in 2009. The questionnaires which classifies consumers’ cohort on internet were to know consumers’ purchasing experience on internet, the awareness of insurance policy, and the intention of insuring on internet by choosing the best description of consuming behavior like them most. Then the regression analysis as a method for data analysis. The result of this study showed that it has a positive correlation between purchasing experience on Internet and the intention of insuring on internet, as well as consumers’ awareness of the insurance policy and the intention of insuring on internet. Thus this study suggested that the insurance industry should strengthen the consumer''s awareness of the insurance policy, supply every cohort of consumers with different marketing methods to enhance consumers’ desire for insuring on Internet.