A STUDY FOR PURCHASE MOTIVATION OF CONSUMERS FOR HEALTH INSURANCE SOLD BY PROPERTY INSURANCE COMPANY

• Main Authors: Sue-Ling Lin, 林淑鈴
• Other Authors: Jhih-Ling Chiu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/02044126624218248266

碩士 === 銘傳大學 === 風險管理與保險學系碩士在職專班 === 99 === This study is to discuss the purchase motivation of consumers for health insurance sold by property insurance company join the health insurance market. The results of study are presented as following: 1.There are 90% of consumers know that health insurance is sold by property insurance company and about the purchase of experience , there are only 30% of consumer buying health insurance that included the overdue policy and not renewing policy. 2.For those interviewees who had purchased health insurance, there are over 50% people buying from property insurance company, others are buying form insurance brokers and agents. And the main purchase reason is cheaper price and appropriate safeguard content. 3.After factor analysis, the result of purchase experience is “Additional demand” which has the highest characteristic value. The value indicates that the purchase motivation of consumers for health insurance is sales service, adjustment service and the company’s image. According to the research results, we suggest that property insurance company may consider, 1.Increase the promotions, sales service and adjustment service to enhance the satisfy of consumers. 2.To refer four type of consumer factors can add to sales plan and designs for the healthy insurance commodity. Also focus on “the youth group” and “Additional demand” as the selling target 3.Increases the purchase pipeline for the consumer’s convenience.