The Study of Customer Purchasing Behavior on Commercial Annuity

• Main Authors: Jen-Chin Chou, 周任欽
• Other Authors: Chia-Yi Cheng
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/05704181532851433156

碩士 === 銘傳大學 === 風險管理與保險學系碩士班 === 102 === Since Taiwan is becoming aged, people are increasingly aware of importance of old-aged economic security. Theoretically, annuity insurance fits into retirement planning, but in practice, few customers are willing to purchase commercial annuity. Based on theory of consumer behavior, the goal of this study is to investigate whether customers’ purchasing behaviors will be affected by product characteristics, insurance company''s brand name, level of risk tolerance and the population variables. This research mainly penetrates the questionnaire survey of customer in Taipei. A sample of 382 respondents took part in this study. The sample was analyzed by SPSS as a test model and hypothesis, including Validity, Reliability, Pearson Coefficient Correlation, Contingency tables and Logitistic Regression Analysis. The empirical results support the following conclusions. i.The more annuity product knowledge customers have, the more likely they are to purchase annuity insurance. ii.The more demanding from customers in annuity insurance services, the more likely they are to purchase annuity insurance. iii.The more recognized of brand name by customers, the more likely they are to purchase annuity insurance. iv.Female customers are more likely to purchase annuity insurance than male customers. v.Customers with lower levels of education are more likely to purchase annuity insurance. vi.Married customers are more likely to purchase annuity insurance than unmarried ones. vii.The more children customers have, the more opportunity they are to purchase annuity insurance. viii.Higher-income customers are more likely to purchase annuity insurance.