| Summary: | 碩士 === 銘傳大學 === 風險管理與保險學系碩士在職專班 === 99 === Clause 138 of Insurance Law amended by Taiwan in 1997 has allowed property insurance companies to offer accident insurance via additional contract with license acquired from competent authorities. The Insurance Law underwent re-amendment in 2001 to allow property insurance industry offer accident insurance via main contracts. After years of efforts put in, the number of accident insurance sold to the market by the property insurance also grows substantially in scale. Nonetheless the scale still falls behind in comparison with the sales of life insurance. The property insurance also actively engaged initially to expand the business in order to acquire better management performance.
The study understands consumers’ purchase intention and importance for accident insurance offered by property insurance through analysis of survey. The study also classifies product importance for consumers using factor analysis and cluster analysis to meet consumer requirement, in addition to understanding the differentiation of consumers towards product importance.
Through cluster analysis, the study divides the initial survey into three categories of products and reclassifies products into 10 sub-categories according to the results of cluster analysis. The survey analysis discovers the mean value of consumer’s importance towards products and the product types with more consumer purchase intention. In a cross analysis, the study shows that the product types with highest consumer purchase intention include: products in cluster 1 and cluster 2.
The study draws the following conclusion to be used as reference for relevant units: (1) the property industry reclassifies existing products according to consumers’ importance level. (2) Consumer preference to requirement in product types fall below 5 or between 5~8. (3) Consumers expect to combine products meeting their requirement. (4) The background difference of consumers imposes differentiation to product requirement. (5) The average insurance of consumer requirement for accident insurance from property insurance is approximately NTD3.5 million and the average annual insurance premium budget is NTD4,200.
The followings are recommendations proposed according to the aforementioned conclusion: (1) the design of product combination follows customer requirement. (2) Consumers may combine products according to their requirement. (3) Property insurance industry should offer differentiated products according to background difference of consumers. (4) Property insurance industry is recommended to strengthen product design for life-guarantee product and advocacy to consumers. The abovementioned recommendations are offered to relevant units for reference.
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