Summary: | 碩士 === 銘傳大學 === 風險管理與保險學系碩士班 === 102 === The aim of this study is to discuss the relationship between the risk perceptions of liver cancer patients and purchasing intention of personal cancer insurance. The statistical data focuses on consumers older than 20 and younger than 65 living Taiwan from October 2, 2013 to December 10, 2013;Distributed total of 425 questionnaires, recovered 355 valid samples. Investigate the relationship between the risk perceptions, the understanding level of cancer insurance, and the population variables, which all could potentially affect the consumer’s purchasing intention by SPSS20.0. The following results were obtained:
(1)The risk perceptions of liver cancer. The group with
high risk of cognitive cluster was expected higher
purchasing intentions than the one with low cluster of
risk perception.
(2)An insurance consultant, the professional background and
service attitude are the most important factors that
determine a consumer’s purchasing intention.
(3)People who are highly educated would positively relate
to purchasing intention.
(4)Purchasing intention is the most worried about the
uncertainty of filing claims.
(5)Age and family income are the major two variables to
influence purchasing intention.
It is recommended that the results can arouse compatriot’s advocacy on liver cancer risk perception and assist the insurance company for the expansion of cancer insurance products in the future.
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