The Acceptance of Micro-Insurance for Small-Medium Business: An Application of Innovation Diffusion Theory

• Main Author: 薛佰光
• Other Authors: 蔡明達
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/50662309409110741889

碩士 === 佛光大學 === 管理學系 === 101 === Insurance industry has enjoyed rapid expansion recently, while economically disadvantageous people who need diversifying their economic risks most cannot be benefited at all. They usually are excluded from regular insurance company because of weak economic incentives, such as low profit margin and low commission rate for insurance agents. This evidently violates the general social welfare policy of the government and thus jeopardizes the overall development of the insurance industry. This study is to investigate the acceptance of small business owners who are willing to purchase micro-insurance for their employee, as well as related influential factors. Hypothetically, small business owners may enhance positive corporate image via taking more care of their employee and their family, and rendering contribution to social responsibility. This may provide potential motivation for SMEs owners to participate in micro-insurance programs. Our results suggest that corporate image is indeed a significant factor for the willingness of SMEs owners purchasing micro-insurance. Hence we derive a policy implication that government might also be benefited from encouraging and providing incentives for SMEs owners to accept micro-insurance because the overall social welfare is also increased. Our research refers to innovation diffusion theory and examines the relative advantage of micro-insurance. We also cover the compatibility issues and use independent variables such as complexity, nature, testability, employee welfare and corporate image building to explain the SMEs-assisted purchase intention. Statistical tools such as descriptive statistics, factor analysis as well as regression analysis are also utilized. Our result suggests that principle components in four parts are micro-insurance, cognition of characteristics, business image, and corporate purchase intension.