A Study on Consumer’s Behavioral Intention to Purchase Long-Term Care Insurance

• Main Authors: LIN, SHU-YUAN, 林淑媛
• Other Authors: 林錦郎
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/50646200519475285837

碩士 === 高苑科技大學 === 經營管理研究所 === 103 === Family care burden is getting heavier and heavier because the problem of the population aging and the low birth rate. So we have to face the dilemma that nobody can take care of us when we are in the elderly disability. Therefore this study uses the Theory of Planned Behavior as research architecture foundation which collects relevant literature and adopts the questionnaire survey. We use SEM structural equation to analyze the datum which build the consumers to purchase long-term care insurance behavioral intention mode. According to the results of the study, we found that Behavioral Intention (BI), Attitude Toward the Behavior (AT), Subjective Norm (SN) and Perceived Behavioral Control (PBC) significant impact on consumers to purchase long-term care insurance. The attitude of positive beliefs influence on the behavior of consumers to purchase long-term care insurance. Consumers consider long-term care insurance can get more proper medical care, improve the quality of care and reduce the economic burden of long-term care. Subjective norms belief affects the consumer’s intention to buy long-term care insurance. Also the consumers were influenced by the opinions of the individual and the group of people that affect them to buy long-term care insurance. Perceived behavioral control and belief affect the consumers to buy long term care insurance. Therefore the best condition such as reasonable price, efficient claims service, the complete goods and insurance concept can stimulate consumers to purchase long-term care insurance. Long-term care insurance is a kind of security contracts for the future. Consumers can pass the risk to long-term care insurance and reduce the economic burden which will increase the quality of medical care. Therefore, it is suggested that the insurance company provide the long term care insurance products and how to strengthen the propaganda to attract more customers. Another suggested that the insurance company propaganda positive of insurance concept and provide different care to meet the product demanded by customers. At the same time, the insurance company improves after-sales service and settlement of claim to decrease consumer’s unnecessary burden. Thus it will surely promote consumer’s purchase intentions.