Purchase Intention of Long-Term Care Insurance

• Main Authors: Pei-Chun Ko, 柯佩君
• Other Authors: Fang-Ming Hsu
• Format: Others
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/70955989465374903174

碩士 === 國立東華大學 === 企業管理學系 === 103 === Population aging is an important issue today in many developed or developing countries. Whether national policies or individual preparations should be completely and advanced planning. In America, Europe and Japan, the long-term care insurance has been implemented for many years. But it causes huge financial pressure because the cost of long-term care is too large. So the national welfare is not sufficient to provide the service of long-term care. However, after 10 years long-term care plan and long-term care services law has been implemented in Taiwan, many Taiwanese people begin to see the importance of long-term care insurance. Therefore, this study invested in purchase intention of long-term care insurance. We applied Fishbein and Ajzen Theory of Reasoned Action to analyze two major elements of behavioral intention constitute, attitudes and subjective norms, to measure the likelihood of behavior and provide a reference to the insurance company, in order to understand the public will of commercial long-term care insurance. After analysis of practical demonstration, the results showed positive relationship in behavioral beliefs, outcome evaluation, emotional attitudes, normative beliefs, adherence motivation and subjective norms. Also the purchase intention model of rational behavior theory was established. That meant attitudes and subjective norms would directly affect the will of insurance purchase. In which the subjective norms played a major role. Key words: population aging, long-term care insureance, theory of reasoned action, confirmatory factor analysis